A Collaborative Approach to HIV Prevention for Philadelphia Healthy Start

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A Collaborative Approach to HIV Prevention for
Philadelphia Healthy Start

• Robin Holts Marie James, Philadelphia Healthy
  Start
• Shelly Spoeth, CDCs Take Charge. Take the Test.
  HIV Campaign
• August 7, 2007

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Agenda

• Introductions
• Background
• Methods
• Take Charge. Take the Test. Campaign
• Kick-Off Event
• Next Steps

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Background

• Prenatal Care Campaign in 2006
• Tracked information requested from callers to
  hotline number established with Choice
• 177 calls to hotline during campaign
• Prenatal Care was 1 requested topic for
  information followed by HIV/AIDS
• 100 of calls were females
• 81 identified as African American
• 6.2 identified as Caucasian
• 11.9 identified as Hispanic/Latino
• Age of callers youngest 16 oldest 56

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Background

• Met with one of the six area consortia and
  determined HIV/AIDS would be a focus area to meet
  the needs of new and existing Healthy Start
  clients

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Why HIV/AIDS?

• Race/ethnicity of persons (including children)
  with HIV/AIDS diagnosed during 2005

http//www.cdc.gov/hiv/topics/aa/resources/factshe
ets/pdf/aa.pdf
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Why HIV/AIDS?

• Transmission categories for black females and
  adolescents living with HIV/AIDS at the end of
  2005

http//www.cdc.gov/hiv/topics/aa/resources/factshe
ets/pdf/aa.pdf
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Why HIV/AIDS?

• HIV/AIDS poses a severe and continuing health
  threat to the African American community
• Out of all the women in the United States living
  with AIDS, more than 60 percent are African
  American
• Two out of three of these women contracted HIV
  through unprotected sex with a man
• In 2002, HIV was among the leading causes of
  death for African American women overall, and was
  the number one cause of death among African
  American women ages 25-34

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Philadelphia HIV/AIDS

• African American women make up roughly 74 percent
  of all AIDS cases among women in Philadelphia
• In 2004, women of child-bearing age made up the
  majority of the new cases of HIV

HIV Tests for African American Women in
Philadelphia, 2004
Source AACO, 10/05/2005
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Philadelphia Healthy Start

• Client Demographics
• 84 African American
• 58 24 years of age or younger
• approximately 40 below the federal poverty level

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Of 49 zip codes analyzed, Healthy Start target
zip codes were in the top 20 for those
Living with AIDS (case rates per 10,000)
Overlap
Source AACO. (2005). Philadelphia AIDS
Statistical Update.
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Approach

• Cross-collaborate with community partners
• Philadelphia Healthy Start reaches many African
  American women of child-bearing age with health
  messages every day
• Local HIV/AIDS community has already developed
  and provides relevant HIV/AIDS information and
  testing

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Approach
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Methods

• Form work group of key organizations
• Form partnerships with local HIV/AIDS
  organization serving African American females and
  social marketing campaign
• Utilize Healthy Start resource centers to
  incorporate HIV/AIDS messages, materials and free
  HIV testing
• Integrate HIV/AIDS messages, information and
  testing into case managers standard care and
  practice
• Host kick-off event

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1. Work Group

• Invited necessary and appropriate community
  organizations to meet to discuss initial event
  and approach to coordination
• AIDS Activities Coordinating Office (AACO),
  Philadelphia Department of Public Health
• Representatives from local HIV/AIDS community
• Take Charge. Take the Test., CDC pilot campaign
• Key stakeholders (City Health Commissioners
  office, Senator Vincent Hughes office)

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2. Form Partnerships

• Vision for how local organizations can work
  together

Our Philadelphia. Mural Arts Program. 19104

• Circle of Care

• AACO TCTT

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2. Form Partnerships

• Identified local HIV/AIDS organization that
  focuses on women of childbearing age, especially
  minority women Family Planning Council, Circle
  of Care (already funded by AACO)
• Investigating possible relationship or memorandum
  of agreement to provide Healthy Start with
• Training
• Workshops
• Materials
• HIV testing

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2. Form Partnerships

• Discovered Centers for Disease Control and
  Prevention (CDC) was piloting HIV testing
  campaign in Cleveland and Philadelphia targeted
  to African American women in areas of the city
  similar to Healthy Starts focus areas
• Met with city coordinator and gained support of
  AACO and CDC project officers

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3. Healthy Start Resource Centers

• Incorporate HIV/AIDS materials
• Offer free HIV testing at specific times and
  locations
• Host small events that provide reason for clients
  to come to resource center and include HIV
  information

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4. Case Managers

• Train on HIV/AIDS information
• Offer materials as leave behinds for clients
• Encourage discussion of topic with clients at
  every visit
• Incorporate into standard
  care and practice

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• CDCs HIV Testing Campaign
• Take Charge. Take the Test.

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Take Charge. Take the Test.

• Piloted in two cities
• Rigorous evaluation of the 12-month pilot will
  guide efforts to revise and extend to other U.S.
  cities
• Campaign Activities

• Partner with health departments
• Hire city campaign coordinators
• Build local campaign coalitions
• Engage relevant local spokespeople
• Provide community training
• Purchase advertising
• Partner with non-paid media
• Host/support community events

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Campaign zip code overlap
TCTT in Philadelphia
Source AACO. (2005). Philadelphia AIDS
Statistical Update.
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Campaign Materials
Postcards
Informational Booklet
Area for customized information
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Campaign Materials
Posters
Area for customized information
Banner
Tabletop Display
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Campaign Advertising
Billboard and Transit

• Radio 2 spots in varying lengths for tagging
• Reaches audience where they live, work, travel
  and socialize with campaign message and call to
  action
• Provides facts about impact of virus on African
  American women
• Encourages HIV testing

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5. Partnered on HIV Testing Kick-Off Event

• Timed to National HIV Testing Day on June 27
• TCTT had committed to supporting an event with
  AACO and community
• Healthy Start determined ideal time to launch HIV
  program
• Summer Solstice A Celebration of Sisterhood

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Summer Solstice A Celebration of Sisterhood

• Held in relevant area of city
• Featured music/entertainment as draw
• Incorporated local radio celebrity and woman
  living with HIV
• Offered onsite HIV testing inside and outside
  (mobile units)
• Displayed partner and community organizations
  information at tables

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Media Promotions/Partnerships

• Radio advertising and partnerships with two local
  hip-hop stations
• Campaign 60-second ads where tagged to promote
  event
• Ads aired during the two weeks prior to the event
  more than 60 times
• Stations included added-value spots, which
  aired 20 times
• One live radio interview occurred with Healthy
  Start spokesperson
• Street team and van appearance onsite at event
• Four live call-ins from event, music, and
  giveaways
• Hired relevant morning DJ to emcee event

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Media Promotions/Partnerships

• Print advertising with local African American
  community paper, Philadelphia Tribune
• Campaign ad tailored to event promotion
• Ran 8 times in the three weeks leading up to the
  event

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Grassroots Promotions

• Event flyers were developed
• Stickers with event information/testing locations
  were affixed to campaign postcards
• Both were distributed via partners and committee
  members
• Healthy Start Resource Centers
• TCTT events
• Radio partner promotions
• Health fairs where Health Department or mobile
  testing unit attended
• HIV/AIDS partner testing locations
• Healthy Start clients

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Event Results

• Approximately 185 attendees
• Mostly young, African American females
• 106 individuals tested for HIV
• 1 new positive individual identified
• Brought community organizations together
• Brought Healthy Start and HIV/AIDS community
  together
• Attendees reported positive responses to the
  event and the request for more like it

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Next Steps

• Host meetings and continue communication with
  working group
• Introduce best practices and lessons learned to
  other five Healthy Start consortia
• Gain buy-in with other consortia to begin
  integrating appropriate activities
• Monitor outcomes