What If HIV Awareness Campaign

About the Program

Category: Human Services (Best in Category)

Year: 2020

The Ryan White Part A Program, which in 2019 served 7,671 of the 20,000+ people living with HIV in Broward County, has unleashed a critical conversation. Our “What If” HIV Awareness Multimedia Campaign serves to educate those living with HIV and the greater Broward community — #2 in the nation for new HIV diagnoses! — as to some basic facts about HIV. It’s also intended to normalize the often damaging dialogue about HIV by portraying the humanity and dignity of those living with it. The multi-media campaign was launched on TV monitors throughout Broward County government centers and augmented with print ads and TV banners targeting hi-risk populations. In concert with these media, a boosted Facebook campaign was implemented. “What If” has evolved with input from the community we serve. When local HIV advocates suggested the headline was graphically understated, revisions were made to emphasize its importance. That’s the beauty of this campaign: we’re not just talking; we’re listening to a community in dire need of being heard. And we’re creating dialogue that encourages county residents living with HIV to better their lives by accessing Ryan White Part A services, reinforcing our tagline: HIV care starts with Ryan White Part A.