|
||
|
|
|
FOR IMMEDIATE RELEASE Hopkins' Red Ribbon HIV Testing Campaign is Succeeding in Baltimore"Live Long. Live Strong. Get Tested," urges the new AIDS prevention campaign slogan for Baltimore City. Together with an award-winning logo, bus advertisements, TV and radio spots, billboards, and even coffee mugs, the campaign is making a big impact—HIV testing is up by 130% at one monitored center, advertising awareness has reached 76%, and phone calls to the advertised referral hotline jumped almost 20 fold. The Johns Hopkins Center for Communication Programs (JHU/CCP) developed the campaign and designed the red ribbon logo for the AIDS Administration of the Maryland Department of Health and Mental Hygiene. The logo—a version of the red AIDS ribbon in the shape of a question mark—won first place in the "Best in Baltimore" ADDY Award Competition over 30 other logo entries for commercial products or companies (photos are available). JHU/CCP is part of the Johns Hopkins School of Public Health. "The campaign is designed to communicate the benefits of early testing for HIV, which can lead to improved treatment, access to services, and can dramatically lengthen and improve the quality of life," according to James R. Williams, JHU/CCP Associate Director and Project Director. "What kind of mother could give her baby HIV? An untested one." says the ad on the side of some Baltimore buses with a picture of a healthy looking baby. "HIV is one thing you don't have to pass along to your baby. Because now there are treatments to avoid it. But you must get tested early," urges the ad which lists a phone number (410-685-0525) to arrange testing. Launched on World AIDS Day, December 1,1999, the campaign is designed to prevent the spread of AIDS in Maryland where some 20,000 cases have been recorded since October 1981. That figure equates to one out of every 250 people in Maryland. And the epidemic increases at a rate of one new infection every four hours. More people have died of AIDS in Maryland than all motor vehicle fatalities in the State combined since 1981, according to the campaign slide show. There are several audiences for the campaign. One is pregnant women who do not understand why testing is important. The key message is that mother-to-child transmissions can be significantly reduced with proper treatment. A complementary effort is aimed at prenatal caregivers. The message for them: "Don't forget to discuss HIV testing with EVERY pregnant woman." In addition to buses, subway cars, radio and TV, the message is being spread through calendars, shopping bags, pens, mouse pads, lapel pins, posters and bumper stickers. Another audience is "at-risk" individuals living in Baltimore who are skeptical and fearful of HIV testing. A poster shows an African American basketball player dunking a basketball, with the caption, "11 years with HIV. And he can still dunk in your face." The key message is "You can lead a healthy life with HIV. But you must get tested and treated early." The Johns Hopkins Center for Communication Programs JHU/CCP is a pioneer in the field of strategic, research-based communication for behavior change and health promotion that has helped transform the theory and practice of public health. JHU/CCP has been a leader in the development of projects based on systematic needs assessment and clear strategies for positioning and presenting the benefits of health interventions to appropriate audiences. With representatives in more than 30 countries, JHU/CCP has developed and managed over 300 country-based projects and contracts in 50 countries involving more than 200 local organizations and subcontractors. For more information, contact James R. Williams, Associate Director, at 410-659-6273. Visit the JHU/CCP web site at: http://www.jhuccp.org) |
|
|
© 2005 The Johns Hopkins University. All rights reserved.