Target/Population data
– According to data, BiPOC and those ages 13-24 years old suffer more risk/have higher
rates of HIV.
– https://www.hiv.gov/hiv-basics/overview/about-hiv-and-aids/who-is-at-risk-for-hiv
Communication strategies
– According to literature, the Health Belief Model and Social Cognitive Theory are the main two
theories that can effectively communicate messages related to HIV.
Health Belief Model HBM Social cognitive theory (SCT)
https://link-springer-com.jpllnet.sfsu.edu/articl
e/10.1007/s11904-018-0418-8
https://onlinelibrary.wiley.com/doi/10.1155/201
2/345327
https://pmc.ncbi.nlm.nih.gov/articles/PMC453
6982/#:~:text=Many%20individual%2Dlevel%
20theories%20have,and%20the%20Informati
on%2C%20Motivation%2C%20Behavioral
https://pmc.ncbi.nlm.nih.gov/articles/PMC528
3861/#:~:text=The%20JEWEL%20Project%2
C27%20combined,women’s%20access%20to
%20such%20resources.
Media channels
– Target population are those 13 -24 years old, thus, using social media and other digital
cites will be the main channels used for the campaign.
https://www.countyhealthrankings.org/strategies-and-solutions/what-works-for-health/strategies/
mass-media-and-social-marketing-campaigns-to-prevent-hiv-and-other-stis
(Explains reasons for different media channels)
– Brainstorm
– Posters for schools
– Virtual gaming platforms
– Twitch
– Social media
– TikTok
– Twitter (X)
– Streaming Service
– YouTube
– Hulu
– Tubi
BEHAVE Framework
★ Who are you trying to reach?
○ Ages 13 to 24 in the POC and LGBTQIA+ community
★ What do you want them to do?
○ We want our audience to be proactive with their health and test annually, we
want out audience and communities to experience low incidence rates for HIV
○ We want to encourage de-stigmatization of HIV
★ What factors influence their behavior?
○ Cultural factors
○ Economic factors
○ Access to healthcare
○ Sexual behaviors
★ Which actions will most effectively address these factors?
○ Provide health education about HIV in schools
○ Provide social media messages through videos and graphics that promote HIV
testing and conversations
○ Provide access to testing sites and other items used for safe sex.
Concept
– You can be in control; stay educated, test often and practice safe sex.
– Promoting awareness about safe sexual practices
– Creating engaging videos, infographics and memes that educate / entertain (more
appealing to youth”
Key messages
– Its okay to talk about sex and sexual health
– Safe sex can prevent HIV and other STI
Messages
– “You body, your rules”
– “Say Bye To STIs”
Setting
– schools (middle school, high school, colleges)
Channels
– Posters
– Social media ads
– Digital ads
Notes from him
Sources on impacted communities like cdc/ npr/
Audience segmentation- how will we reach the audiences with research that expands on this
thoughts
What influences the behavior and how can we change it
Put in our creative brief that we are able to cater campaign to LGBTQ community due to being
in SF.
make a note later on that campaign may not be presentable to republican dominated states and
counties
creative ideas
Create puns or wordplay based on HIV-related terms or concepts. For example, “I’m so
tired of my viral load being higher than my self-esteem.”
My doctor said my immune system is ‘compromised.’ I guess I’m just not as ‘whole’ as I
used to be.” (A play on the \ “compromised” and its double meaning.)
Say Hi to HIV! Let’s talk about it!
Let’s Prep for PrEP! (Double meaning)
https://sfsu.instructure.com/courses/39818/assignments/561656