Inspiring a National Movement in Response to AIDS in America

GREATER THAN AIDS

Title

" We have a stake in one another, what binds us together is GREATER THAN what drives us apart.

If enough people believe in the truth of that and act on it then we might not solve every problem, but we can get something meaningful done."

Barack ObamaDecember 1, 2006 (World AIDS Day)

WHERE WE ARE TODAY

The State of AIDS in America

Among those living with HIV/AIDS …

More thanONE MILLION

Americans are now living with HIV/AIDS

U.S Centers for Disease Control & Prevention

56,000 new HIV infections each year in the U.S.

About HALF are not

receiving regular care

The Big Picture

Every 9 ½ min. someone is infected with HIV in the U.S.

ONE IN FIVE do not know they

are positive

America’s Two Epidemics

U.S Centers for Disease Control & Prevention, 2007

Black

Hispanic

White

0%

20%

10%

30%

40%

50%

60%

70%

20071985Year of Diagnosis

Percent of AIDS Cases, Adults & Adolescents by Race

U.S Centers for Disease Control & Prevention, 2006

Nearly Half of New Infections Among Blacks

White

Black

LatinoOther

12%

66%

U.S. Population

15% 17%

45%

35%

New HIV Infections2006

West

16.4

6.1

15.1

8.9

MidwestSouthNortheast

AIDS Case Rate per 100,000 by Region

11.9

Nationally

18% 37% 22% 23%

As % of all people living with HIV in U.S.

Northeast and South Hardest Hit by AIDS

U.S Centers for Disease Control & Prevention, 2007

13-29 38%

30-39 27%

40-49 24%

50+ 10%

New HIV Infections by Age and Race

U.S Centers for Disease Control & Prevention, 2006

Nationally Black Americans

30-3931%

13-2934%40-49

25%

50+10%

73% Male

27%Female

New HIV Infections Among by Gender and Race

U.S Centers for Disease Control & Prevention, 2006

35%

65%Male

Female27%

73%Male

Female

Nationally Black Americans

65% BlackMale

35%Black

Female

New HIV Infections by Transmission and Race

U.S Centers for Disease Control & Prevention, 2006

53%31%

12%

4%

Heterosexual

Men having sex with

men (MSM)

IDU

MSM-IDU

Heterosexual 43%

Men having sex with men (MSM) 41%

IDU 14%

MSM-IDU 3%

Nationally Black Americans

58%

Black

37% 43%

Latino White

Percent knowing someone with HIV or who has died from AIDS

2009 Survey of Americans on HIV/AIDS, Kaiser Family Foundation

When HIV/AIDS Hits Home

43%

All

38%

20% 19%

(textured portion indicates close friend or family member)

21%

BlacksLatinosWhite

Deaths per 100,000, Ages 25-44

32.9

7.64.3

Males

19.9

Females

2.51.0

AIDS More Deadly for Black Americans

U.S Centers for Disease Control & Prevention, 2006

4th leading cause of death among Black men, 25-44

3rd leading cause of death for Black women, 25-44

2006 34% 36%

Percent saying they have heard a lot/some about HIV/AIDS in the U.S. during the last year…

A lot Some

Less Attention to HIV/AIDS in Recent Years

2009 Survey of Americans on HIVAIDS, Kaiser Family Foundation

14% 31%2009

Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum.

Communications Challenges

HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out.

Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering.

Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.

Individual concern about HIV/AIDS is great, yet there is limited sense of community ownership or response. There is a notable leadership vacuum.

Communications Challenges

HIV/AIDS is seen as a disease of “others.” When people don’t see themselves as at risk or affected they tune out.

Stigma – and fear – keep people from taking action. Using protection, getting tested, even talking about HIV/AIDS are seen as “cause for concern,” as shameful, rather than empowering.

Worry that HIV/AIDS is seen as yet another problem facing the community, a failing.

Greater Than AIDS

A Coordinated National Response

Overview

– A broad coalition of public and private sector partners united in response to the AIDS crisis in the U.S., in particular the disproportionate epidemic among Black Americans;

– Developed in support of Act Against AIDS, a multi-year effort by the CDC to refocus attention domestically;

– The Kaiser Family Foundation provides strategic direction and day-to-day management.

Key Components

– A national campaign supported by leading media, including radio, TV, outdoor, print and online;

– Special promotions with media, consumer brand and other private sector partners;

– Targeted partnerships with Federal, state and local health departments and AIDS offices, AIDS service organizations, community groups and others;

– Comprehensive informational resources, including a dedicated website (greaterthan.org) and social networking platforms.

Core Themes

Engender UNITY around the problem of—and solution for HIV/AIDS.

Instill HOPE about the possibility of reducing the spread of HIV.

EMPOWER individuals to take personal action.

Calls to Action

Be Informed

Act with Respect

Talk Openly

Use a Condom

Get Tested—and Treated

Get Involved

Communications Strategy

Elevate the public’s knowledge and understanding of domestic HIV/AIDS epidemic

Reach and engage those most affected by HIV/AIDS, specifically Black Americans

Prioritize communities hard hit by HIV/AIDS

Atlanta, GABaltimore, MDBaton Rouge, LABirmingham, ALChicago, ILCincinnati, OHCleveland, OHColumbia, SCColumbus, OHDallas / Ft. Worth, TXDenver, CODetroit, MIDurham, NCGary, INHouston, TXJackson, MS

Jacksonville, FLKansas City, MOLittle Rock, ARLos Angeles, CAMemphis, TNMiami, FLNew Orleans, LANew York, NYNewark, NJOakland, CAOrlando, FLPhiladelphia, PARichmond, VASan Francisco, CASt. Louis, MOWashington, DC

Priority AreasBased on HIV/AIDS Prevalence and Incidence

We Are Greater Than AIDS

Greater Than AIDS

Year 1, June 2009 to date

New Orleans

AtlantaColumbia

Baton Rouge

Birmingham

Detroit

San Francisco

Oakland

Los Angeles

Jacksonville

Orlando

Miami

Philadelphia

Little Rock

St. Louis

Baltimore

Washington, DCRichmond

NewarkNew York

Chicago

Cleveland

Columbus

CincinnatiDenver

DallasFort Worth

Houston

Memphis

Gary

Durham

Jackson

Kansas City

Priority Markets Noted

CBS Outdoor (759 placements, 22 markets)Clear Channel Outdoor (1,530 placements, 19 markets) Blu Line Media (2,500 placements, 11 markets)Clear Channel Radio (2,347 placements, 69 stations)American Urban Radio Network (296 placements, 3 stations)ESSENCE Magazine (Monthly ads; nationwide circulation to 8.1 million women each month) ESSENCE.com

*NOTE: Radio placements 9/15/09 – 3/29/10 Priority Markets Noted

Greater Than AIDS National CampaignMedia Placements, Sept 2009 – May 2010

Greater Than AIDS Core CampaignMSM Specific Placements, Phase 1

Print ads

Outdoor Placements

Online Promotions

Florida Department of Health & Bureau of HIV/AIDSLocal Tag: 800-FLA-AIDS489 Outdoor Media Placements, Phase 1

Daytona Beach

Jacksonville

MiamiFort Lauderdale

West Palm Beach

Orlando

Tampa Bay

Dallas-Fort Worth

Houston

San Antonio

Texas Department of State Health ServicesLocal Tag: 2-1-11,140 Outdoor Media Placements, Phase 1

Greater Than AIDS National CampaignState Partnerships

Chicago

Chicago800-243-2437239 Outdoor Media Placements, Phase 1

Washington, DC3-1-1514 Outdoor Media Placements, Phase 1

New York City800-TALK-HIV285 Outdoor Media Placements, Phase 1

New York City

Greater Than AIDS National CampaignSupporting Local HIV/AIDS Information Resources

Washington, DC

San Francisco

Oakland

Los Angeles

California800-367-AIDS893 Outdoor Media Placements, Phase 1

Greater Than AIDS National CampaignCommunity Partnerships

The United Way of the Mid-South400 Outdoor Media Placements in Memphis, TN

San Francisco AIDS FoundationFree HIV Testing Cross Promotion

DallasFort Worth

Houston

CBS RadioDallas1003. KJKK-FM105.3 KRLD-FM98.7 KLUV-FM107.5 KMVK-FM1080 KRLD-AM103.7 KVIL-FMHouston95.7 KKHH-FM 650 KIKK-AM610 KILT-AM100.3 KILT-FM96.5 KHMX-FM101.1 KLOL-FM

Clear Channel Urban RadioKilleen92.3 KIIZ-FM

Priority Markets Noted

Greater Than AIDS Partners in TexasNational PartnersBETESSENCEInteractive OneMTV

CBS OutdoorAbilene/SweetwaterBeaumont-Port ArthurDallas/Fort WorthHouston-GalvestonSan AntonioTyler-Longview

Clear Channel OutdoorDallas/Fort Worth El PasoHoustonSan Antonio

Blu Line MediaAustinCorpus ChristiDallasFort WorthEl PasoHoustonLaredoDenton CountyLubbockSan Antonio

American Urban Radio Network (AURN)Bryan101.9 KZTR-FMCorpus Christi102.9 KNDA-FMDallas730 KKDA-AMHooks103.5 KZRB-FMHouston1500 KANI-AMKilleen103.1 KSSM-FM1050 RMY-AMMarshall1450 KMHT-AM

National Newspaper Publishers AssociationAustinDallasHoustonLongviewLubbockPlanoSan AntonioTyler

Radio OneDallas97.9 KBFB-FM94.5 KSOC-FMHouston97.9 KBXX-FM102.1 KMJQ-FM92.1 KROI-FM

TV OneAthensAustin BryanCorpus ChristiDallasEl PasoFort WorthGeorgetownHendersonHoustonJacksonvilleLubbockMt. PleasantOdessaTylerSulphur SpringsSan AntonioVernon

Texas Outdoor Media (9/09-6/10)

Dallas-Fort Worth

HoustonSan Antonio

Billboards Posters Interior Bus Ads

Mall Kiosks TOTAL

Dallas-Fort Worth 15 100 300 4 419

Houston 9 50 300 7 359

San Antonio 5 50 300 355

Magic Johnson Pool Tournament and Testing Event

Free HIV testing during the NBA All-Star Weekend, jointly organized by the Black AIDS Institute and the Urban League of Greater Dallas.

February 2010Dallas, TX

Community Events in Texas

Greater Than AIDS Company CommitmentsClear Channel Radio Network

Clear Channel Creative Services Group produced Greater Than AIDS PSAs for

distribution across the Clear Channel Radio Network.

A Greater Than AIDS customized micro-webpage provides information about HIV/AIDSand links from all Clear Channel station websites.

Greater Than AIDS is working with stations in priority markets on cross promotions and specialevents.

Clear Channel and Greater Than AIDS are collaborating on a :30 minute public affairs show for radio.

Clear Channel Outdoor also provides significant placement for Greater Than AIDS PSAs across the nation.

Greater Than AIDS Company CommitmentsESSENCE

ESSENCE.com features customized Greater Than AIDS content, including an HIV/AIDS “quiz,” monthly editorials and special interviews.

Each day in the month of February, ESSENCE tweeted 28 ways to be “Greater Than AIDS”

ESSENCE provides high-profile placement for Greater Than AIDS PSAs in the magazine.

Greater Than AIDS in collaboration with the Black AIDS Institute provided free HIV testing onsite at the 2009 ESSENCE Music Festival.

Greater Than AIDS teams up with GYT: Get Yourself Tested campaign to promote HIV andSTD testing in 10 cities in lead up to National HIV Testing Day (June 27, 2010).

Targeted media promotions will encourage individuals to get tested for HIV. Online resources will direct to area testing locations andhighlight National HIV Testing Day activities.

Planned Parenthood Federation of America is working to secure free testing for the week. Additional testing centers identified by the CDC, state & local health departments also being highlighted as part of the promotion.

BE GREATER THAN AIDS: Get Yourself Tested Week

ATLANTA ▪ CHICAGO ▪ CLEVELAND ▪DALLAS ▪ HOUSTON ▪

LOS ANGELESMIAMI ▪ NEW JERSEY ▪ NEW YORK

CITY ▪ WASHINGTON, DC

June 19 – June 27, 2010

Greater Than AIDS Special Promotionwith GYT: Get Yourself Tested Campaign

Greater Than AIDS Core CampaignCommunity Activities & Local Events

Free HIV Testing during NBA All Stars inDallas, February 2010

HBCU Student Summit in Atlanta, February 2010

ESSENCE Music Festival 2009

Elton John Post Oscars Party, March 2010

“Greater than AIDS” Reception at

Congressional Black Caucus Annual

Legislative Conference, September 2009Angela Burt Murray, Editor, ESSENCE and

Jeff Crowley, Office of National AIDS PolicySerena Williams will.i.am Jamie Foxx