Positively You! Campaign

About the Program

Category: Health (Best in Category)

Year: 2023

The Maricopa County Ryan White Program developed the Positively You! educational media initiative to inform and empower young adults living with HIV aged 18 to 34 to proactively link to HIV treatment, retain, and maintain viral suppression as a high-impact method of HIV prevention, and become aware of Ryan White HIV services and other young adult-specific community-based organizations. The Positively You! campaign addresses HIV-related stigma head on. Propelled by a series of interchangeable, affirmative statements and a vibrant color palette, the campaign features actual Maricopa County residents who volunteered to tell their inspiring stories across multiple mediums, including video vignettes, web, social media, and print materials. The concept and messaging of the campaign were designed and refined based on multiple community engagement sessions and surveys with young adult Ryan White clients who clearly stated that they wanted a positive and affirming message for the campaign. One of the surveys highlighted the need to communicate available services more effectively, with many young adults indicating lack of knowledge of available Ryan White services. This campaign hopes to address that barrier to care and the supportive services that can keep young people retained in HIV treatment and maintaining viral suppression.