1. Beau J. Mitts, MPH Harris County Hospital District Ricardo Mendiola Houston Department of Health and Human Services Tracy L. Torma Torma Communications Karen H. Russell Incremental Marketing American Public Health Association San Francisco, CA November 18, 2003 The New Faces of HIV in Houston: A Social Marketing Campaign

2. Developing the Campaign Establish a Timeline Formative Research –Determine Target Audience African American Women, Hispanic Men, Caucasian MSMs, etc. –Use Quantitative, Epidemiological Data Local or state health department Focus Group Research –8-12 people for 1 to 1 ½ hours –Representative of Target Audience

3. Develop a Theme or Central Message –“We look just like you, but you don’t have to be like us” Determine Methods of Evaluation –Number of phone calls, number of tests, etc. Determine Appropriate Media –Print, radio, television, billboards, transit Develop Campaign Materials –Brochures, posters, hotline, radio spots, billboards, etc. Developing the Campaign

4. Brochures (8,000) –Specifically targeting African American women distributed in beauty salons Posters (1,500) –Distributed in barber and music shops Large Stickers (2,000) –Distributed in bars and community restrooms Small Stickers (2,000) –Distributed in condom packets New Faces Materials

5. Transit Placards (1,100) –Displayed on every METRO bus Radio Spots (200) –Aired on two local African American stations HIV Information Line Established –281-HIV-INFO (281-448-4636) –Contracted with the United Way Helpline –24 hours a day/7 days a week New Faces Materials

8. Bureaucratic Obstacles Purchasing Policies –Purchase Order vs. Contract –At what dollar amount will a bid process have to be initiated? –Does your agency have contracted vendors? Public Relations Policies –Photo releases from participants Telecommunication Policies –Hotline/information line establishment Grant Funds vs. General Funds –Separate accounting/signature requirements

9. Broaden the Campaign Reach Collaborate with Another Agency –Harris County Hospital District (HCHD) and Houston Department of Health and Human Services (HDHHS) –HCHD paid for print development and printing, some radio air time, and HIV Information Line ($70,000) –HDHHS paid for radio development and radio air time ($30,000)

10. Generate Media Interest –Launch campaign on a date of interest such as Worlds AIDS Day –Have a press conference Invite prominent community members such as the mayor, county commissioner, city council members, HIV community leaders, etc. Have ONE person assigned to coordinate contact with the media!!! –Develop an informative press kit –Pitch the story to local news outlets A nationally recognized day with a local tie-in Send press releases Broaden the Campaign Reach

11. New Faces Media Coverage Front page coverage by the Houston Chronicle on Sunday, December 1, 2002 Five television stations provided news coverage (CBS, Fox, WB, KXLN, and News 24) Three radio stations provided news coverage HIV Plus Magazine – May 2003

12. Campaign Monitoring & Evaluation Determine a Distribution Method –Who will distribute the campaign materials? Will this be an added expense? Will a specific area/location be targeted? Keep a Materials Inventory –Know to whom and how many of the materials are distributed Have Established Evaluation Criteria –Determined during the campaign development –Such as number of HIV tests, number of calls to hotline, number of brochures distributed, etc.

13. New Faces Evaluation Number of HIV Information Line calls December 200279June 200318 January 200344July 200329 February 200368August 200333 March 200333September 200334 April 200321October 200319 May 200319

14. Number of HCHD HIV Tests New Faces Evaluation November 2002132May 2003222 December 2002144June 2003195 January 2003153July 2003208 February 2003125August 2003194 March 2003223September 2003183 April 2003201October 2003265

15. Number of HDHHS HIV Tests New Faces Evaluation November 20021,485 December 20021,503 January 20031,577 February 20031,804 March 20031,607 April 20031,733

16. Update World AIDS Day – December 1, 2003 Direct Mail Postcard – 87,000 Postcards – Seven Houston Zip Codes – Highest Prevalence of HIV/AIDS among African Americans Additional Radio Spots (81) – Aired on one local African American station

17. Contact Information Beau J. Mitts, MPH Harris County Hospital District HIV Projects Department 2525 Holly Hall Street Houston, TX 77054 713.566.6512 beau_mitts@hchd.tmc.edu http://www.hchdonline.com/hivprojects Ricardo Mendiola Houston Department of Health and Human Services Bureau of HIV/STD Prevention 8000 N. Stadium Drive, 5 th floor Houston, TX 77054 713.794.9092 ricardo.mendiola@cityofhouston.net