“Facing AIDS for World AIDS Day”: An Online Photo Initiative Addressing HIV Stigma and Promoting HIV Testing

Background: AIDS.gov, a program of the Office of HIV/AIDS Policy in the U.S. Department of Health and Human Services, provides access to Federal HIV programs, policies, and resources, through its website (www.AIDS.gov) and new media channels (e.g. blog, Twitter, Facebook, YouTube, Flickr). AIDS.gov also plans, implements, and evaluates World AIDS Day and National HIV Testing Day initiatives.

Program background: If a picture says a thousand words, how much would a picture of you holding a sign that says you’re “Facing AIDS for World AIDS Day” say? Could it help end stigma? Promote HIV testing? AIDS.gov coordinated and promoted Facing AIDS, an online photo initiative. AIDS.gov encouraged diverse global audiences to take and share photos of themselves with a sign stating why they were “Facing AIDS” for World AIDS Day 2009. The campaign’s goals were to help reduce HIV stigma and promote HIV testing.

Evaluation Methods and Results: AIDS.gov was a multifaceted campaign that used new media channels such as social networks, blogs, and texting. Specifically, we: 1) encouraged people to take photos holding signs that stated why they were “Facing AIDS” for World AIDS Day. People from Federal Agencies, AIDS service organizations, faith-based organizations, universities and the virtual world of Second Life uploaded nearly 900 photos to our Flickr group; 2) asked people to use their social networking profile to share their photos and promote HIV testing; 3) developed videos encouraging people to join the campaign and promoted the videos on YouTube, the AIDS.gov video widget, and social networks sites.

Conclusions:  User-generated tools, such as photo sharing sites, social networks, and texting can be an effective, measureable, and low-cost way to engage diverse audiences in addressing HIV stigma and promoting HIV testing. Provided simple instructions, and easy-to-use tools, people will take action and appreciate the opportunity to share their voices. Individuals from Federal agencies, AIDS service organizations, faith-based organizations, universities, the virtual world of Second Life, and many others, uploaded nearly 900 photos to AIDS.gov’s Facing AIDS Flickr group.  

Implications for research and/or practice: By continuing to strategize, experiment, evaluate, and share new media lessons learned, AIDS.gov, other government programs, and CBOs have the potential to increase the effectiveness of HIV outreach and communication efforts around the world.