Effectiveness of an HIV testing campaign in increasing HIV hotline calls and HIV testing rates among African American women

Background: Take Charge. Take the Test. was a one-year HIV testing social marketing campaign for African American women in Cleveland and Philadelphia from October 2006 to 2007. Campaign messages promoted local toll-free HIV testing hotlines through radio, print, and billboard advertisements. This study will assess whether the campaign increased calls to the local hotlines and HIV testing rates among the target audience.

Methods: We analyzed monthly data provided by hotline administrators and local health departments on call volume and HIV testing in each campaign community. Analyses of hotline calls were limited to calls specifically related to HIV testing. We examined trends in hotline calls and testing rates before and after the campaign launch. We also assessed the association between the campaign's weekly media and advertising purchases and monthly fluctuations in call volume and HIV testing rates.

Results: Preliminary results from the hotline analysis indicate a significant upward trend in hotline calls after campaign launch. We also found that increases in advertising gross ratings points were strongly associated with increases in call volume, controlling for other factors. Data collection for HIV testing is ongoing and will be completed by February 2008.

Conclusions: Preliminary findings indicate that the campaign was successful in promoting local hotlines that support HIV testing and that campaign exposure led to increases in information-seeking behavior. Forthcoming data on HIV testing will elucidate whether these results also translate into increased HIV testing rates among the target audience.