247641 Utilizing New Media (Web 2.0) to Decrease HIV-related Stigma in Asian & Pacific Islander Communities

Tuesday, November 1, 2011: 11:10 AM

Sapna Mysoor, MPH , Community Development and External Affairs, Asian & Pacific Islander Wellness Center, San Francisco, CA
While Asian & Pacific Islanders (A&PI) represent approximately 1% of all national HIV/AIDS cases, A&PIs had the highest estimated annual percentage increase in diagnosis rates of all race/ethnicities from 2001 to 2004. HIV-related stigma and low community perceived risk of HIV contribute to rising rates and continued invisibility of the epidemic amongst A&PIs.

Purpose: To provide participants with strategies for using social media to create healthy communities.

Methods: Banyan Tree Project (BTP) is a national community mobilization project aimed at reducing HIV-related stigma amongst A&PIs. The project has three core elements: social marketing, National A&PI HIV/AIDS Awareness Day, and leadership development. Initially, BTP promoted the social marketing campaign by working with HIV-focused organizations, leaders, and media nationally. To target more mainstream A&PI networks, BTP is now utilizing Web 2.0 and social networking, which are cost-effective ways to reach communities. The new strategy includes collaborating with social justice organizations to integrate HIV/AIDS into discussions of other community concerns.

Results: In 2010, BTP public service announcement (PSA) was available in 65,000,000 homes. From January-November, BTP website had 54,754 visits (87% being new visitors). Website analytics indicate 50% of traffic source was from Hulu.com. Compared to past years, new types of engagement yielded a 1389% increase in overall page views.

Discussion: By utilizing new media placement, we boosted exposure of HIV.AIDS within A&PI communities, which led to increased community involvement in BTP. With diminishing resources for public health work, new media is a critical piece in disseminating health information and creating healthy communities.

Learning Areas:
Assessment of individual and community needs for health education
Communication and informatics
Diversity and culture
Other professions or practice related to public health
Planning of health education strategies, interventions, and programs
Social and behavioral sciences

Learning Objectives:
By the end of this workshop, participants will be able to: 1. Describe the impact of stigma and HIV/AIDS on Asian & Pacific Islander populations 2. Explain how social marketing and Web 2.0 can be used to disseminate health messages 3. List at least 2 ways in which they can use new media to enhance their work

Keywords: Asian and Pacific Islander, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I have managed the national capacity-building program which included our social marketing and leadership development initiatives for 2.5 years. I have been providing training and technical assistance around HIV/AIDS for over 7 years.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.