The Power of Entertainment to Raise HIV Testing Rates

Background:  Incite is a marketing and communications firm that uses the power of entertainment and media to translate positive intent into meaningful action. For the past two years, Incite has been working with AIDS Healthcare Foundation (AHF), the largest provider of HIV/AIDS medical care in the U.S. to increase awareness and testing rates. According to the CDC, among all men having sex with men (MSM), African American MSM bear the greatest disproportionate burden of HIV and are intentionally secretive about their lifestyle and sexual preferences.  Our hypothesis:  This target population is more likely to engage with AHF and get tested in an environment where they feel comfortable and is more likely to respond to messages from trusted entertainment sources than to directives from healthcare professionals.

Program background:  With direction from AHF, Incite used embraced the power of entertainment to reach this target audience where they are – engaging with hip-hop radio, digital platforms, video and event marketing, to drive targeted individuals in Los Angeles and New York to www.freestdcheck.org to learn more about safe sexual health practices and local testing facilities.  Los Angeles station Power 106 has been influencing hip-hop culture for over 25 years, reaching nearly 3 million consumers each week.  Using the trusted relationship young, African American and Latino men have with Power 106, Incite was able to gain access to and credibility among AHF’s target population.  This was done through the “Check Your Weiner” campaign built around premier hip-hop concerts in southern California produced by Power 106. In New York City Incite partnered AHF with HOT 97.  Reaching nearly 3.5 million listeners weekly, HOT 97 is the largest urban radio station in the country.  In May 2013, HOT 97 on-air talent and hip-hop icon Mister Cee revealed he was engaged in MSM practices. The “Living Truth” campaign was then launched, driving consumers to the HOT 97 and AHF websites to view a video revealing Mister Cee’s sexual health story.  The first-of-its-kind video served as a personal plea and intentional call-to-action from a male hip-hop celebrity to his peers and especially to young people in the hip-hop community.  

Evaluation Methods and Results:  Incite’s work with AHF resulted in 67 million+ media impressions.  Through our partnership, AHF has reached nearly 30,000 individuals on-site at events where we distributed more than 12,500 condoms.  Our social marketing efforts drove over 10,000 page views of FreeSTDCheck.org.  In addition, we did on-site testing of more than 250 people at entertainment venues resulting in one newly discovered positive.  Served more than 47 million times, the Mister Cee “Living Truth” video drove more traffic to the AHF website in a 48-hour period than the website had received in three years. 

Conclusions:  Effectively utilized, the power of trusted, culturally relevant celebrities, media and entertainment sources, are powerful assets in sparking behavior change

Implications for research and/or practice:  “Meeting people where they are” is a more effective strategy than attempting to engage audiences outside of the framework of their lives.