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Continuing the Conversation

March 1, 2018

Once the fourth leading cause of death worldwide, HIV infection is now a manageable condition. But as many as 50,000 new HIV infections occur each year, many transmitted by people who do not know they are HIV-positive. More than 161,200 people—13% of people infected with HIV in the U.S.—don’t know they have HIV. [1]

The Centers for Disease Control and Prevention (CDC) tapped Westat to develop Doing It, a national HIV testing campaign and part of the CDC’s Act Against AIDS portfolio. Since its launch in December 2015, the campaign has helped keep the HIV prevention conversation going by reaching more than 615 million people with the information they need to get tested and stay healthy.

High impact prevention

Although the number of new HIV diagnoses in the U.S. has fallen 18% over the last decade, progress has been uneven. [2] The Doing It campaign, aims to reduce stigma, normalize HIV testing, and further reduce HIV diagnoses. We’ve

  • Created content and products tailored to each segment of CDC’s target audiences for the campaign.
  • Met those audiences where they are: in their communities; via their news, information, and social networks; and through the influencers they trust.
  • Sponsored free, confidential HIV testing at community events
  • Coordinated with organizations participating in the CDC program Partnering and Communicating Together to Act Against AIDS (also Westat-supported) to disseminate campaign messages.

Surround sound approach  

We developed a multiple platform approach to make sure the campaign message got heard:

Digital media. Our digital media experts created shareable content and a social media toolkit for campaign partners and HIV prevention thought leaders. They carried out social media takeovers for the campaign’s digital ambassadors and conducted outreach with digital influencers.

Traditional media. We secured on-air and taped interviews with campaign ambassadors, orchestrated a partnership with a national network of radio stations, and placed print and out-of-home ads in key campaign markets.

Community events. Working closely with event organizers and local media outlets, Westat helped bring the campaign to life at social events and LGBTQ Pride celebrations around the country. Westat’s insight-driven, research-based strategies have garnered results and we’re proud to be part of this critical conversation.

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[1]  www.cdc.gov/hiv/statistics/overview/ataglance.html\

[2]  www.cdc.gov/nchhstp/newsroom/docs/factsheets/hiv-testing-us-508.pdf

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