Act Against Aids Campaign Essay

1031 words - 5 pages

I am choosing to write about the Act Against AIDS campaign. Act Against AIDS is a five year 45 million dollar communications campaign that was launched in 2009 and designed to refocus national attention on the HIV crisis in America. Act Against AIDS raises awareness about HIV and its impact on the lives of all Americans, and fights stigma by showing that persons with HIV are real people. They also feature highly specified campaigns that target high risk groups. These campaigns include Greater Then AIDS, Testing Makes Us Stronger, Lets Stop HIV Together and Take Charge. Take The Test. These are great campaigns because they use a mix of logical messages and emotional appeal to get people educated about the HIV problem in our country and do a great job of encouraging social support among people. Personalizing the stories are meant to motivate people to get tested and reduce the number of people unknowingly spreading the disease.
Act Against AIDS features multiple communication campaigns designed to serve specific at-risk populations. Each targeted campaign has its own unique objectives that are tailored to their specific audiences. For example, Take Charge. Take The Test specifically targets African American women because HIV infections are 15 times higher then that of white women. (CDC, 2013) The campaign uses an effective mix of channels and strategies to deliver HIV prevention messages that are "compelling, credible, and relevant." The campaigns contain basic education and awareness needs for both health care providers and populations, who are at high risk of contracting HIV. The campaign uses both traditional media tools, such as radio and transit ads as well as newer social marketing tools such as twitter to spread their messages. The campaign strives to reduce the amount of people who contract HIV as well as reduce stigmas people have against those living with the disease. The campaign facts about prevention alongside true life testimonials from real people living with HIV to keep the messages personal and showcases the many ways HIV effects us as a country. The website www.actagainstaids.org encourages all Americans to "get the facts, get tested and get involved" in the fight against HIV. To date the campaign messages have been viewed, 2.1 billion times and the Testing Makes Us Stronger campaign drove more than 47,000 users to www.HIVTest.org (CDC, 2013) The campaign, which launched in 2011 is designed to reach these men in their everyday lives with online and magazine ads. The campaign uses positive and empowering messages to encourage these men to get tested as opposed to fearing their HIV status and putting it off by emphasizing that being tested is a source of strength.
"According to our text the critical-cultural approach proposes that health is not merely the result of individual choices, but is intertwined with issues of culture,power,control, identity and social conciseness. From this perspective health-related...

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