This project entailed the phase of the campaign where RTI and PNPS focused on a refresh of the campaign's creative elements, while conducting targeted online media buys, social media activities, and partner engagement and outreach. The overarching goal for TCTT was to increase HIV testing and decrease HIV transmission among African-American women in the United States. These behavioral goals were affected by achieving the following supporting communication goals: (1) Build awareness of HIV, including causes, prevention and treatment, and drive the audience to feel empowered to make informed choices to protect their health; (2) Increase share of voice for HIV testing and prevention with audience; and (3) Create virtual and online campaign ground war to empower audience to get tested and provide testing opportunities when possible.
Project Description
Project Partners
Center for Disease Control National Center for HIV/AIDS, Viral Hepatitis, STD, and TB
Project Open
Closed
Project Services
Countries