Features my abstract, "Community HIV/AIDS Resource Exchange Project (CHARE Project) Delivers Capacity Building Through Social Media and Virtual Worlds Integration". It was selected for an oral presentation during CDC's Sixth Annual National Conference on Health Communication, Marketing and Media (NCHCMM) scheduled for August 7-9, 2012 in Atlanta, GA. Breakout session - Sexual Health in a Digital Age. URL: https://cdc.confex.com/cdc/nphic12/webprogram/Paper31848.html

1. Community HIV/AIDS Resource Exchange Project (CHARE Project) Delivers
Capacity Building Through Social Media and Virtual Worlds Integration
Sally Cherry, BS, MT(ASCP), CHARE Project, Cherry Consulting Network, Joppa, MD
Background: The National HIV/AIDS Strategy was designed to reduce the number of new HIV
infections; increase access to healthcare; and reduce HIV-related health disparities. It is felt that social
media is an essential tool to engage the targeted populations; connect with collaborative partners; and
disperse information pertaining to HIV/AIDS prevention, HIV testing, and research data.
Program background: Community HIV/AIDS Resource Exchange Project (CHARE Project) was
established to provide capacity building, technical assistance, social media marketing, and training to
health service providers and community advocates targeting populations impacted by HIV/AIDS. CHARE
Project serves as a venue to channel acquired thirty-four (34) years of public health experience (clinical,
administrative, and outreach), social media knowledge, and networking. Computer-generated
environments known as virtual worlds (http://cherryconsultingnetwork.net/CHARE-Project-Center.html)
and other social media tools have been integrated to deliver HIV/AIDS educational and promotional
messages. CHARE Project identifies, promotes, and fosters networking partnerships for HIV prevention,
AIDS awareness, and HIV testing especially among women and girls.
Evaluation Methods and Results: The effectiveness of CHARE Project is measured by the volume
and performance of the traffic and returning traffic to its website (http://CHAREproject.com) and social
networking sites. The traffic volume and performance are monitored and evaluated with the use of the
web-based tool, Social Analytics. It allows for customized data collection related to CHARE Project’s
Twitter followers, demographics of social networking audience, topics of interest, and related data that can
be used to improve the information sharing and training program. CHARE Project delivers HIV/AIDS
prevention, awareness, and testing messages to approximately 2,046 weekly Internet users in various
age groups. According to site analysis, fifty-eight percent (58%) of the reached population were females
while forty-one percent (41%) were males. The percentage and age groups of females reached were:
18% (13-17); 17% (18-24); 11% (25-34); 2.4% (35-44); 7.9% (45-54). The percentage and age groups of
males reached were: 12% (13-17); 5.1% (18-24); 7.3% (25-34); 9.2% (35-44); 5.9% (45-54). Of females,
sixty-nine percent (69%) returned for HIV/AIDS updates while twenty-seven percent (27%) of males
returned for HIV/AIDS updates. Based on data collected, it is felt that social networking sites are ideal
platforms to deliver tailored HIV/AIDS information to female Internet users. The effectiveness of CHARE
Project's virtual world training is measured by the usability of participants. Based on the success of current
virtual worlds projects, CHARE Project hopes to extend real life and virtual-based training to additional
HIV/AIDS service organizations, HIV prevention advocates, and community health providers.
Conclusions: Community HIV/AIDS Resource Project (CHARE Project) provides an innovative
approach for HIV/AIDS awareness, destigmatizing HIV/AIDS, marketing, and training through its social
media and virtual worlds program. In 2012 and beyond, HIV/AIDS awareness will Not be business as
usual, it will take “out of the box” approaches to reduce the number of new HIV infections; increase
access to healthcare; and reduce HIV-related health disparities.
Implications for research and/or practice: The National HIV/AIDS Strategy will definitely employ the
relevant use of social media such as virtual worlds to disperse HIV/AIDS awareness and prevention
messages. It is indeed a time for "virtual thinking" as we utilize innovative “out of the box” approaches for
HIV/AIDS awareness.
URL address: https://cdc.confex.com/cdc/nphic12/webprogram/Paper31848.html