Addressing Health Disparities through Communications Models — Case Study of HIV/AIDS Mitigation in the African-American Community

Background: Introduce "I Stand with Magic": Campaign to End Black AIDS (ISWM) in markets at high-risk for new HIV/AIDS infections by utilizing culturally relevant communications channels. The objective is to reduce new HIV infections among African Americans by half over five years.

Methods: Implemented community-based and media relations strategies to reach key audiences through targeted channels:

-- Developed forum to facilitate open dialogue around the threat of HIV through African-American community-based and faith-based outlets and other social networks

-- Provided real-time opportunities to take action (i.e., free rapid tests and counseling)

-- Conducted media relations outreach to African-American and general market outlets

-- Encouraged dialogue through a trusted voice (i.e., celebrity, Earvin “Magic” Johnson)

Results: (as of 11/18/07) During Campaign's first year, more than 195,000 people attended six ISWM community testing events featuring Mr. Johnson (112% increase from 2006); 75 percent say he is making them feel less ashamed about HIV and its stigma, while 30 percent report feeling more comfortable talking about HIV. In response to the call-to-action, more than 21,700 people received rapid HIV tests at ISWM events (34% increase from 2006). Campaign membership exceeded 71,000 people and more than 157,000 people have visited the interactive Web site.

Conclusions: ISWM encouraged a critical conversation about HIV/AIDS in the African-American community through effective communications channels and provided tools for prevention, testing, and education. Appropriate grassroots communication models can address minority health issues by directly engaging populations through credible messages delivered by a powerful, positive voice triggering peer-to-peer discussions about HIV/AIDS.