Background:

Men who have sex with other men (MSM) continue to make up about 75% of all new HIV infections in Colorado. Denver Public Health's MSM outreach program has traditionally disseminated safer sex kits through out the community. In 2003, public information campaigns were added to the outreach program to increase the number of community members exposed to HIV/STD prevention messages.



Objective:

To evaluate the effectiveness of a public information campaign targeting MSM at risk for HIV or STDs.


Method:
In 2003, a public information campaign was begun which included publications in local news papers and magazines, posters displayed throughout venues serving the MSM community, cards handed out in these same venues, and a billboard in a targeted geographic area. The campaign included coupons used to access HIV and STD screening in Denver Public Health's STD clinic.


Result:
As a result of these campaigns, 992 unique visits were made to the Denver Metro Health STD Clinic for HIV/STD screening as demonstrated by the redemption of testing coupons from April 2003 through February 2005. Fifty-three percent (523/992) of the vouchers redeemed had been obtained from local publications targeting MSM, 30% (297/992) had been obtained from posters distributed in targeted venues, and 8% (80/992) had been obtained as a component of a safer sex kit distributed in the community.


Conclusion:
Public information campaigns serve a multi-faceted function. They provide information, raise awareness, encourage STD/HIV testing, and allow for direct linkage to care. Public information campaigns are an attractive and effective way to address specific risk behaviors among MSM in the Denver community. Public information campaigns can expand upon outreach activities and help identify new HIV/STD infections in this target group.


Implications:
Public information campaigns are a proven recruitment tool to link people to care and service.