Arissa Gabe, MHS, HIV Prevention Programs, Baltimore City Health Department, 620 N. Caroline Street, Lower Level, Baltimore, MD 21205, 4105456869, arissa.gabe@baltimorecity.gov and Rebkha Atnafou, MPH, The After School Institute, 2 E. Read Street, Baltimore, MD 21202.

Issue: To address HIV/AIDS in the adolescent population of Baltimore City, young people developed a television media campaign to encourage their peers at risk to protect themselves and seek testing. The development of the youth-driven television PSAs required planning, resource allocation, and direct input from youth.

Description: TASI, BCHD, and adolescents convened a workgroup to guide development of an HIV/AIDS commercial targeting adolescents.

All aspects of development, including defining key messages, writing text, selection of actors, performing in the vignettes, production, and lighting and filming was youth driven. Two ads were produced and placed strategically across the UPN network during television shows that adolescents stated were popular among their peers.

The young people along with WBAL-TV, the local NBC affiliate produced the ads. A community review panel evaluated the commercials and provided feedback.

Lessons Learned: Feedback from the community review panel on Get Serious, Use Condoms PSA suggested the workgroup used a positive approach to using condoms if engaging in sexual intercourse. Out of 61 people, 79 % reported that they felt the PSA was effective in reaching adolescents who engage in risky behavior, 87 % liked the approach used to reach young people, and 9 % reported they did not like the amount of sexuality shown. Overall, 87 % of participants reported they liked the commercial.

Recommendations: Young people should steer-head the design of the social marketing campaign if it is to truly influence the adolescent population.

Learning Objectives: