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AIDS prevention hits the airwaves
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Realizing that an improved marketing campaign could go far in combating the city's skyrocketing HIV/AIDS infection rate, DC Mayor Adrian Fenty announced just that -- a new advertising campaign that will carry a new message of prevention. It will reportedly focus not only on billboards, posters and the sides of Metrobuses, but it will actually take the message to the airwaves. It's about time. But will this new campaign go far enough?
This latest effort features a new website, www.dctakesonhiv.com, and advertisements that will air on Comcast cable television and some radio stations, including WHUR (Howard University Radio 96.3), and other Radio One operated stations (WMMJ Majic 102.3). The choice of "urban" radio formats clearly reflects an effort to target the demographic shown to have one of the highest infection rates. But young, African-Americans aren't the only ones contracting the disease. The AIDS survey conducted by the city earlier this year showed increases in just about every demographic, and in every neighborhood. Still, it's a start. Excerpts from the commercial, titled "Ask for the Test," are on the new website. The spot does at least attempt to reach several demographic groups. And by several, I mean three. I suggest you take a look for yourself, and by all means, tell me what you think.
The amount of money being spent on this new marketing blitz is also quite lackluster. A total of about 225-thousand dollars is being spent on the first phase, which is hardly a dime when you consider just how much money it takes for a successful advertising campaign. A successful advertising campaign saturates. Spending 225-thousand dollars hardly wets a sponge. You would think the city could dip into the millions of dollars it received from the president’s stimulus program to help fund a public awareness campaign aimed at curbing the nation’s highest AIDS infection rate. Or maybe not. Mayor Fenty also said the city would be partnering with drug company Phizer to help promote HIV/AIDS testing at sites throughout the city. I’m not exactly sure how that’s supposed to work, but maybe it’s a partnership that could lead to more money being pumped into the campaign. Phizer certainly has enough money to go around. Still, there’s something about being in bed with big pharmacy that sounds an alarm. I’d rather see the city in bed with more condoms.
I recently wrote about the city’s need for a broader advertising campaign to combat the spread of HIV/AIDS. Hopefully, you got a chance to read it. I also appreciated the comments about the piece. There was one part that gained particular attention from readers. “It’s high time we make it widely known this is something to be scared of. Let’s make it known this is something to be ashamed of.” Looking back, I realize this statement could have been expanded upon. For someone who has contracted the AIDS virus, there is no need to be ashamed. Not one bit. And the statement certainly was not meant to be taken in that context. It was, however, meant to be taken in this context: Are you engaging in unhealthy sexual behavior, putting someone at risk for a potentially life-threatening disease? If you answer yes to this question, you have every right to be ashamed. There has got to be a significant change in attitude, and for once, I’d like to see that expressed in a television commercial.
It’s about time District officials took it upon themselves to improve, or at the very least, expand the message about the AIDS epidemic that still grips the city. And I’ll continue to play the devil’s advocate on this issue, because frankly, there remains much room for improvement -- especially in the areas of education and public awareness.
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