How to integrate messaging across HIV priorities and key audiences?

Challenge

Together is an evidence-based campaign created in English and Spanish. It aims to empower communities, partners, and health care providers to reduce HIV stigma and promote HIV testing, prevention, and treatment in the U.S.

The purpose of Together is to increase the number of people who get tested for HIV, consistently engage in effective methods for preventing HIV infections, and rapidly start and sustain HIV treatment to achieve viral suppression in accordance with NIH treatment guidelines.

Additionally, the campaign increases the number of clinicians who routinely screen patients for HIV, advise on and/or prescribe effective methods for preventing the transmission of HIV, decrease the stigma associated with HIV and the stigma people with HIV experience, establish and maintain national and local partnerships that amplify campaign messages within populations with higher rates of infection, and reduce HIV-related health disparities.

Together also develops and promotes resources specifically designed for health care providers and their patients. Key components of Together for providers include HIV screening, HIV prevention, HIV treatment, and inclusive care.

Solutions

Westat’s approach to the Together campaign was multifaceted to ensure health equity across the populations served. We provided strategic planning for partner communication, partner development, and partner engagement. Our team also led the development of the partnership network and provides engagement strategies for more than 100 national partners, including nonprofit organizations, colleges and universities, faith-based organizations, social media influencers, health departments, and health care providers.

Partners included a variety of public and private sector organizations that reach African American, Hispanic/Latino, and LGBTQIA+ populations. Westat provided health marketing, communications, strategic planning, and technical assistance expertise to help the Division of HIV Prevention (DHP) identify, recruit, engage, coordinate, and mobilize partnerships. This support included conference and event management, grantee training and technical assistance, development of materials and communication resources for partners and their constituents, internal and external stakeholder communications, and strategic planning. This includes media such as podcasts and radio spots.

In addition, Westat developed frameworks to help guide work in partnerships, HIV prevention communications, and events and conferences. Our team developed resources and co-branded materials that were distributed by partners or prominently displayed as out-of-home ads in cities and counties across the country.

Specifically, Westat engaged over 60 partners and ambassadors on an annual basis. We planned and executed an annual in-person meeting—an event that requires collaboration with the client to develop an agenda, curriculum, and interactive activities to educate our partners on effective promotion of the Together campaign. The annual National Black HIV/AIDS Awareness Day (NBHAAD) webinars have included over 400 participants and supported over 23 activations across the country.

Results

Westat successfully implemented a multimodal public health campaign, incorporating digital QR codes, brochures, and events to advocate for HIV prevention best practices. Our team reached HIV community leaders and clinicians, and supported organizations interested in HIV prevention, and those who are seeking treatment for HIV. Campaign dissemination efforts optimized campaign messages using targeted audience segmentation, multichannel approaches, consistent branding, engaging content, and partner feedback. This work continues to evolve to reach more communities using new and innovative approaches.