Author:
Donna Futterman, MD, Director, Adolescent AIDS Program,
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Date Posted: Sat, March 03 2001, 19:15:05 PST
In reply to:
copied from: http://www.internationalmedicalnews.com/
's message, "Body decor raises liver risk" on Sat, March 03 2001, 19:11:04 PST
Donna Futterman, MD, Director, Adolescent AIDS Program, Director, Adolescent AIDS Program, Montefiore Medical Center, 420 Riverside Dr. 9B, New York, NY 10025
Youth ages 13-21 years represent 24% of new HIV infections in the US, yet relatively few have been identified or linked to care. More than half of these youth are young women and more than 75% are AA or Hispanic. A social marketing campaign to promote HIV counseling and testing for adolescents was developed and piloted in New York City in 1997. It targets young people by using their language - "Getting' busy? And Hittin' it? to link having sex with the need for HIV testing. In 1999, the campaign was implemented in 6 cities: New York, Baltimore, Philadelphia, Washington DC, Los Angeles, Miami. Each city builds a coalition offering free, youth-friendly HIV counseling, testing, and health services and has a phone line for referrals and data collection. "Get tested! Week" in each city serves as a focal point for targeted outreach by trained youth peer educators in high seroprevalence neighborhoods, paid advertising and media coverage. Promoting HIV counseling and testing to at-risk adolescents is challenging, however youth can respond to targeted media messages delivered in their language, supported by direct peer outreach. Community linkages and outreach are critical components of social marketing.
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