D.C.’s Department of Health: Encouraging HIV/AIDS Confidential Testing

Challenge: To provide the Centers for Disease Control and Prevention with epidemiological information, they encouraged the District of Columbia to aggressively encourage patients testing for HIV to opt for confidential as opposed to anonymous testing.

Strategy: To launch a print, radio and television campaign educating the residents of DC testing for HIV/AIDS in DC about their options.

Tactics:
• Produced pre-campaign materials:a radio advertisement and an audio news release.
• Drafted a two-year strategic plan.
• Created a theme and tagline.
• Developed media outlets for ads and for the earned media campaign.
• Placed articles in minority publications.
• Produced print materials including ads in Spanish and English.
• Created bus shelter ads.
• Developed radio campaign: two advertisements; one PSA. Placed radio ads and PSA on pre-selected radio stations.

Results: The media campaign yielded 30 million media impressions.