The document summarizes the results of a social marketing campaign conducted by the African American Office of Gay Concerns to increase HIV/STI testing among African American men who have sex with men (AAMSM) in Newark, New Jersey. The campaign utilized various media platforms and offered incentives to encourage testing. Focus groups provided feedback that informed campaign materials. The campaign resulted in over 500 men being tested, nearly 5,000 website visits, and growing social media engagement. Lessons learned included the need for continually updated materials and the ineffectiveness of using only social networking. Going forward, the organization will become an HIV rapid testing site.

1. STATUS IS EVERYTHING
Gary Paul Wright
Executive Director,
African American Office of Gay Concerns

3. SOCIAL MARKETING CAMPAIGN
 GOALS
 To increase awareness of and access to
culturally sensitive HIV testing and STI
screening services in the Greater Newark Area
 To increase the number of African American
Men who have Sex with Men (AAMSM) getting
tested for HIV and other STIs in the Greater
Newark Area, with particular emphasis on
Young Men of Color who have Sex with Men
(YMCSM)

4. SOCIAL MARKETING CAMPAIGN
 Utilize modern technology (Internet, Texting,
Video)
 Partner with Health Care Facilities
 Offer Incentives
 Existing Media
 Hotline

5. FOCUS GROUPS
 MSM between the ages of 30-40
 MSM who are over the age of 40
 YMSM (Young Men Who Have Sex with Men),
between the ages of 16-24, who identify as “House
Kids” but participated in current HIV/AIDS
prevention funded drop-in centers
 YMSM who were not “House Kids” (Two focus
groups were held due to the large numbers of
YMSM who were recruited)

6. RESULTS FROM FOCUS GROUPS
 Posters  Internet
 Palm Cards  Website
 Interior Bus Ads  Cable Television
 Exterior Bus Ads  YouTube
 Light Rail System  Facebook
 Billboards  Hook-up Sites
 Social Networking

10. STATUS IS EVERYTHING! (website)
It’s not just a slogan anymore. As more young men of color
engage in risky sexual behaviors, it’s even more important
to know your status—whether or not you are HIV infected.
No matter how you get down; gay, str8, bi, DL, trans, top,
bttm, or vers…be responsible…SEXsponsible….because
knowing your status leads to a healthier lifestyle
Get Tested.
It’s Private. It’s Fast.
It’s Accurate.

11. POSTER
PRESENTATIONS TO:

12. FINAL CAMPAIGN RESULTS
 562 MSM were tested  937 persons texted to
 47 individuals tested 36363
HIV positive  Almost 5,000 unique
 Age range of men tested visitors to the website
were between 14 and 68  Over 22,349 followers on
 Majority identified risk Twitter
for HIV infection was  Facebook unique visitors
unprotected anal and ranged from a low of 143
oral sex (8/10) to a high of 612
(3/11)

13. LESSONS LEARNED
 Social Marketing  Using a Social
campaign worked well for Networking Strategy
individuals ages 16-34 Failed
 Use of local community
models and the backdrop  Materials must be
of Newark was cited in changed and updated
groups as being unique constantly to keep the
and relevant to the target campaign relevant.
population Using Facebook, Twitter
and banner ads on
websites can all be
changed quickly.

14. CASTING CALL
FOR SIE 2.0
AAOGC
DECEMBER
2010

15. SIE 2.0

16. In June, 2011, the federal government launched its first
targeted effort to reach African American MSM—40 years into
the AIDS epidemic. The CDC has designated $2.5 million
towards the development of the Know Where You Stand
campaign.

17. LOOKING TOWARDS THE FUTURE
As a result of the SIE campaign, the AAOGC will soon
become a designated HIV Rapid Testing site. We are
partnering with UMDNJ’s Adult ID Clinic, working
under the auspices of the Robert Wood Johnson HIV
Testing Services.

18. THANK YOU.
For more information, call the
AAOGC at 973-639-0700.
Or check us out at www.aaogc.org
or
www.statusiseverything.org