Doing It Campaign: Using Community Partners to Promote HIV Testing

Background:  In 2009, the Centers for Disease Control and Prevention (CDC) launched Act Against AIDS (AAA), a national communication initiative designed to refocus attention on HIV/AIDS in the United States (US). The AAA portfolio consists of multiple concurrent social marketing campaigns designed to engage the US population, particularly those disproportionately affected by HIV/AIDS. Overall, it is estimated that more than 1.2 million people in the US are currently living with HIV. However, gay, bisexual, and other men who have sex with men (MSM), blacks/African Americans, Hispanics/Latinos, transgender individuals, and young adults (ages 18 to 29) experience disproportionately high rates of HIV diagnoses.

Program background:  As part of AAA, CDC launched the Doing It campaign in December 2015. The campaign emphasizes the importance of HIV testing for all people ages 18 to 64. The campaign was developed with tailored strategies and tactics for populations who are disproportionately affected by HIV in the US, including black/African American MSM, heterosexual black/African American women, and Hispanic/Latino MSM. Additional subgroups include MSM of other races/ethnicities, transgender individuals, and young adults. The goal of the campaign is to reduce the incidence of HIV in the US by increasing HIV testing among adults. To reach this goal, the Doing It implementation strategy seeks to increase knowledge about personal HIV risk and the need for all adults to get an HIV test; increase the number of adults who believe HIV testing is an important and normal part of their routine healthcare; and increase the number of individuals who ask for or opt-in for an HIV test. Collaborations were established with various national thought leaders and celebrities, who are featured in the campaign, as well as organizational partners (e.g., civic and social organization). Additionally, volunteers were recruited nationally to be featured in the campaign and share their personal stories.

Evaluation Methods and Results:  Active campaign participants have disseminated Doing It materials and messaging through personal social media/digital platforms (e.g., blogs, Facebook, Twitter, Instagram), community events (e.g., conferences, music festivals, testing events), and social activations around important observance days. Doing It has also been promoted by digital influencers whose followers are representative of key campaign audiences. In addition, the campaign is promoted through national online, print, and broadcast advertisements, gay Pride events, social media, and community engagement events in select markets around the country.

Conclusions:  Doing It is an evidence-based social marketing campaign that promotes routine HIV testing by normalizing the behavior as a part of healthy relationships and a healthy lifestyle. CDC carefully selected campaign participants to ensure a mix of thought leaders, celebrities, organizational partners, and volunteers who would support implementation activities, including:

• National and local promotion and advertising through print, broadcast, and out-of-home media outlets;
• Digital and social media engagement;
• Distribution of promotional materials at community events; and
• Local partnerships and on-the-ground community engagement events throughout the year.

Implications for research and/or practice:  Doing It provides a comprehensive suite of creative assets and promotional materials that can be integrated within local communities to promote awareness and encourage testing among all adults, regardless of age, gender, sexual identity, or race/ethnicity.