253810 Confronting Stigma and Increasing Knowledge about HIV through Entertainment

Monday, October 31, 2011: 9:00 AM

Tina Hoff, Senior Vice President , Health Communications and Media Partnerships, Kaiser Family Foundation, Menlo Park, CA
The U.S. Centers for Disease Control and Prevention has identified stigma as a major contributing factor to the spread of HIV. Even today, some 30 years since the first case of AIDS was identified, many Americans still have misconceptions about the disease and how it is spread. Media, including entertainment programming, can play an important role in informing public knowledge and attitudes.

In this session, the Senior Vice President and Director, Health Communication & Media Partnerships for the Kaiser Family Foundation, will discuss the Foundation's more than decade-plus long work with leading media, including MTV, Fox, and CBS, among others, as well as top corporate brands, like the NBA and Walgreens, to get out information about HIV/AIDS. Ms. Hoff will also share results from research conducted by the Foundation with popular television shows, like Grey's Anatomy (ABC) and ER (NBC), about how health information can be integrated in entertainment programs to inform knowledge and shape attitudes about health issues.

Learning Areas:
Social and behavioral sciences

Learning Objectives:
Demonstrate how popular media and corporate brands can help inform Americans about HIV/AIDS and reduce the stigma associated with the disease.

Keywords: HIV/AIDS, Communication Evaluation

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I established and run the Kaiser Family Foundationís Health Communication & Media Partnership Program, which partners with leading media, other corporate, and public sector to develop public health campaigns.
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.