Abstract: In response to an ongoing need to create effective ways to deliver HIV prevention messages to high risk audiences, the Department of Health Services, Office of AIDS developed and implemented the first ever long distance calling card campaign aimed at reducing the spread of HIV. The valuable cards, which provide ten minutes of free calling time, were designed for multiple purposes: 1) as an innovative outreach tool for HIV education and prevention programs, and 2) as an incentive to encourage individuals at highest risk to attend risk reduction sessions, or to receive HIV counseling and testing and return for test results. Over 175,000 calling cards were produced with attention grabbing designs and empowering messages. AIDS organizations throughout the state were invited to apply for cards. The cards guaranteed delivery of an AIDS prevention message by requiring callers to listen to a brief safer sex or HIV testing message prior to accessing free calling time. Results: More than 100 agencies distributed over 175,000 cards; preliminary data indicated that 88% of the cards were activated in the program’s first year, with AIDS prevention messages heard an average of two times for each card. Evaluations yielded overwhelmingly favorable responses, creating a demand to expand the program to include Spanish language and other targeted designs. Lessons Learned: The calling card program illustrated that a private sector marketing strategy used to promote products and services, can be applied successfully to the public sector as a unique and effective social marketing tool for HIV prevention.
Learning Objectives: 1) Describe methods for implementing an innovative social marketing calling card campaign strategy 2) Identify at least three ways in which HIV prevention efforts can be enhanced through the utilization of calling cards as incentives to participate in prevention activities
Keywords: Social Marketing, HIV Interventions
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: California Department of Health Services,
Grapevine Telecards
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employed at California Dept of Health Services; I have no financial interest in Grapevine Telecards