Youth ages 13-21 years represent 24% of new HIV infections in the US, yet relatively few have been identified or linked to care. More than half of these youth are young women and more than 75% are AA or Hispanic. A social marketing campaign to promote HIV counseling and testing for adolescents was developed and piloted in New York City in 1997. It targets young people by using their language - "Getting' busy? And Hittin' it? to link having sex with the need for HIV testing. In 1999, the campaign was implemented in 6 cities: New York, Baltimore, Philadelphia, Washington DC, Los Angeles, Miami. Each city builds a coalition offering free, youth-friendly HIV counseling, testing, and health services and has a phone line for referrals and data collection. "Get tested! Week" in each city serves as a focal point for targeted outreach by trained youth peer educators in high seroprevalence neighborhoods, paid advertising and media coverage. Promoting HIV counseling and testing to at-risk adolescents is challenging, however youth can respond to targeted media messages delivered in their language, supported by direct peer outreach. Community linkages and outreach are critical components of social marketing.
Learning Objectives: At the conclusion of this session, the participant will be able to describe the barriers to HIV identification and care in adolescents
Keywords: Adolescent Health, HIV/AIDS
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.