CDC – Reasons/Razones

CDC – Reasons/Razones

Challenge

Latino men who have sex with men (MSM) represent 81% of new infections among all Latino men, and 20% among all MSM.* The CDC wanted to encourage Latino gay and bisexual MSM ages 18-49 to consider testing, get tested, search for information on CDC-supported websites, and report testing for HIV every six months.

 

Insight

Family, friends and partner relationships provide crucial social support for gay men and serve as the motivation for them to get tested and know their status.  

 

Solution

We developed CDC’s first English/Spanish marketing campaign on HIV testing for Latino gay and bisexual men. The campaign engaged LMSM and encouraged them to share their reasons for getting tested: their partners, family, friends, community, for themselves. Engagement was facilitated through a compelling, personalized message; partnership outreach; experiential events; and print, digital and social-media tools, including a hashtag #sharereasons.

 

Results

The 4-week campaign launch spurred more than 3,900 visits to the campaign website within the first month, growing to over 4,800 a month later. The message reached hundreds of thousands of people through activations at the LA Gay Pride Festival and Parade, gay clubs in LA and Miami and the LGBT Miami Visitors Center; distribution of campaign material to local organizations; a Times Square ad on National HIV Testing Day; prominent placement on the Act Against AIDS website; and digital ads (total impressions – 6.76M). Nearly 100 different Twitter accounts delivered a potential reach of 548,333.

 

*Prejean et al., 2011