Red Ribbon Question Mark HIV Testing Campaign

---

News

Red Ribbon Question Mark Campaign Helps Lower HIV Infection Rates 24% in West Baltimore

December 19, 2002 - At a press conference this morning, The Maryland AIDS Administration announced that since the Red Ribbon Question Mark campaign began 3 years ago, the rate of new HIV infections has dropped a dramatic 24% in the three focus zip codes in West Baltimore. At the same time, testing for HIV increased by 68%.

The campaign has been a comprehensive effort that includes mass media, community outreach, mobilization of FBO's and CBO's, needle exchange vans, political advocacy, and coalition building. There has been an increase of 1500% in calls to a referral hotline the month after the campaign began, a pre-post increase in "intent to get tested" from 27% to 46%, a direct correlation of hotline activity to media schedules, and high recognition and awareness of campaign materials among the target audiences.

Through a projection analysis, the 24% decline cited can be translated into 427 lives spared infection with HIV/AIDS in the 3 zipcode areas.

Live Long. Live Strong. Get Tested. Get Treatment.
Developed for the Maryland AIDS Administration (DHMH)
by the Johns Hopkins University/Center for Communication Programs (JHU/CCP)

News | Campaign Slide Show | Television Spots | Radio Spots | Print Media |
Campaign Results | Community Outreach | Home