#NotInvincible by Almaz Abedje

Background

The HIV/AIDS epidemic in the black community is at an all-time high. In 2015, 48% of people in the United States living with HIV/AIDS were African-American. According to the Center for Disease Control and Prevention, the stigma in the black community is "fear of disclosing risk behavior or sexual orientation may prevent African Americans from seeking testing." Socioeconomic factors also play an influential role in the community, including higher incarceration rates, racial discrimination, less access to decent healthcare, and poverty. In addition, the nation's capital has consistently been among the top 10 cities with most positive STD tests for the past five years.

Campaign Overview & Objectives

  • The campaign will start on April 1, 2017 and end on National Youth HIV & AIDS Awareness Day (April 10).
  • Goals: Get D.C. off the top 10 list and decrease the number of unsuspecting HIV/AIDS patients.
  • In order to drastically impact and change the future, we must start by educating our youth.
Statistics from 2010.

Target Audience

African-American college students in Washington, D.C.

Social Media outreach program

  • First day: go to a local clinic and get tested. Post a picture of your receipt (make sure to include the date) on both social media platforms and make sure to tag the #NotInvincible account and use the hashtag.
  • Instagram: The #NotInvincible account will have a daily photo contest regarding something related to health education in The District, asking participants to come up with a clever caption. The top 5 best captions will be placed in the drawing.
  • Twitter: The #NotInvincible account will tweet twice a day a D.C. health education question, at 10am and 10pm. The first person to get the right answer will be placed in the drawing.
  • At the end of the campaign, each tweet with the correct answer and caption with the username will be printed out and two winners will be chosen at random.
  • The two people will receive a ticket to The Black Ball, a night of music and philanthropy created by the Keep a Child Alive foundation which was co-founded by singer Alicia Keys.

Incentive

  • At the end of the campaign, each tweet with the correct answer and caption with the username will be printed out and two winners will be chosen at random.
  • The two people will receive a ticket to The Black Ball, a night of music and philanthropy created by the Keep a Child Alive foundation which was co-founded by singer Alicia Keys.
  • Performers at the event in the past: Chance the Rapper, Alicia Keys, Jay Z, A$AP Rocky, Adele, and Jennifer Hudson.

current approaches

  • Know the Facts First: This federally-run campaign provides teen girls, ages 13-19, with accurate information about sexually transmitted diseases (including HIV) and how to prevent them so that they can make informed decisions. Uses Twitter to share articles on how adults can educate young girls about health/sex.
  • Doing It: This campaign emphasizes the importance of HIV testing for all people ages 18 to 64 and encourages all adults to get tested for HIV, specifically focuses on populations most at risk for HIV in the U.S (African-American community). Uses Facebook to share other people's stories and encourages others to get tested at their local clinics.
  • Information Is Powerful Medicine: This campaign educates HIV-positive African American men who have sexual contact with men about their privacy rights under the Health Insurance Portability and Accountability Act (HIPAA). Uses YouTube to upload interviews with doctors about the history of HIV/AIDS and informing the public about resources available to them.
  • Drugs + HIV > Learn the Link: This campaign educates youth about how drug and alcohol use put individuals at risk for HIV infection. Uses YouTube to upload videos on the biological impacts/chemistry behind drug addiction and how it can lead to the transfer of diseases.

Campaign deliverables

  • Triple number of Twitter and Instagram followers over the course of the 10 day campaign.
  • Have at least 100 interactions a day on both social media platforms.
  • Have a gradual increase of at least 10 interactions on both social media platforms over the course of the 10 day campaign.

conclusion

The #NotInvincible campaign will give black youths in D.C. a wake-up call. Through these 10 days will they begin to fully understand the disadvantages they have and how they can turn that around through education and action.

Sources

  • https://www.cdc.gov/nchhstp/newsroom/docs/factsheets/cdc-hiv-aa-508.pdf
  • https://aidsvu.org/resources/national-black-hiv-aids-awareness-day-2016-infographic/
  • http://keepachildalive.org/black-ball/
  • https://kaiserfamilyfoundation.files.wordpress.com/2013/01/8335.pdf
  • https://www.aids.gov/federal-resources/campaigns/
  • http://www.hivplusmag.com/just-diagnosed/2014/09/22/25-us-cities-highest-rates-hiv-infection
  • https://www.cdc.gov/hiv/library/awareness/nbhaad.html
Created By
Almaz Abedje
Appreciate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.