Know Your Status

Country

United States

Region

North America

Programme Summary

In October 2004, the United States Department of Health and Human Services (HHS) and the Ad Council launched a national HIV detection campaign to urge young African-American men to "Know Your Status". Using public service advertising (PSA) to communicate the importance of getting tested for HIV, the campaign sought to reach African-American men between the ages of 13 and 28 with the message that knowing one's HIV status is the first step in fighting the spread of HIV/AIDS.

Communication Strategies

The television PSAs, which communicate the importance of getting tested for HIV, were designed to highlight activities that many men engage in, that is, sport. A member of the advertising team that designed the spots commented, "The young men out there think they're invincible. We wanted to show them that some of the strongest role models around - football players - were not above getting tested for HIV. Hopefully this will connect with them and more young men will get the test and know their status."

Specifically, the PSAs featured African-American athletes in action and focus on the burden of uncertainty and risk. One PSA features two football players walking towards each other as they meet at a 50-yard line. As the players watch intently, a referee tosses a coin in the air (to determine who will have control of the ball). The coin ultimately reaches the ground, where it spins on its edge, resting on neither heads nor tails. Viewers then see the words, "The worst part is not knowing." Secretary Tommy G. Thompson provides the voiceover, which states, "Get the Test. Know your Status." In another PSA, viewers see a close-up of the faces of football players as they prepare for a game by applying eyeblack (a dark pigment applied under the eyes to reduce sun glare). When the last player in the sequence adds a vertical stroke to the expected horizontal line beneath his eye forming a positive sign on his cheek, a voiceover indicates, "If only it were this obvious."

Created by pro bono ad agency VogtGoldstein (VG), the television spots encouraged viewers to call 1-800-342-AIDS, a confidential, toll-free number where they could find out more information about HIV testing, prevention techniques, and treatment options. The PSAs were distributed to 1,600 television stations nationwide and were aired in advertising time that was donated by the media.

Development Issues

HIV/AIDS, Gender, Youth.

Key Points

At the time of these advertisements, the Ad Council noted that more than 380,000 people living in the United States (US) had AIDS; according to HHS, half of those newly infected with HIV in the USA are under the age of 25. Approximately 1 in 50 African-American men were infected with HIV; 67% of new AIDS cases among teens were among African American teens. The disease ranked as one of the top three leading causes of death for African Americans ages 25-54.