America Responds to AIDS

Details

• Corporate Authors:
  National AIDS Information and Education Program (U.S.) ; Centers for Disease Control (U.S.)
• Description:
  America Responds to AIDS was launched in 1987 to raise awareness about HIV/AIDS among all Americans. It was created in response to a 1985 Congress- sional mandate that required the CDC to educate the public about HIV/AIDS. The campaign was developed by Ogilvy and rolled out in the following phases from 1987 through 1996:
  
  • The National AIDS Mailing to all U.S. households in 1988 provided facts about HIV/AIDS transmission and prevention.
  
  • In 1989 a campaign was targeted to minorities, sexually active young adults, and injection drug users — all at greatest risk of HIV infection.
  
  • Adult influencers, especially parents talking to their children about AIDS, were the focus of the 1990 phase of the campaign.
  
  • Voluntary testing and treatment for HIV infection was addressed in 1992.
  
  • HIV risk-reduction behaviors, including abstinence and condom use, were highlighted in 1994.
  
  • Targeted PSAs to audiences disproportionately affected — African Americans and Latinos — were conducted in 1995 and 1996.
  
  Print and broadcast public service announcements (PSAs) profiling “real people” affected by HIV/AIDS were produced and marketed to mass media, generating more than $320 million of public service airtime in the first 5 years. The campaign promoted the newly created CDC AIDS Hotline, where callers could talk with counselors and receive free information in the mail. The federal government spent $7.36 million developing the first five phases, including $3.46 million for production, $2.06 million for marketing and distribution, and $1.84 million for development. Between the campaign’s launch in October 1987 and January 1992 the PSAs aired more than 59,000 times, with a commercial airtime value of $67.8 million. The CDC estimates that, on average, American adults between 18 and 54 years old saw campaign PSAs at least 56 times over that 33 month period.
  
  - Henry J. Kaiser Family Foundation. Evolution of an epidemic: 25 years of HIV/AIDS media campaigns in the U.S. Menlo Park, CA, June 2006, p. 26 [https://kaiserfamilyfoundation.files.wordpress.com/2013/01/7515.pdf]
  
  
• Subjects:
  Acquired Immunodeficiency Syndrome/prevention & Control Health Education Health Promotion
• Series:
  America Responds to AIDS
• Document Type:
  Poster
• Genre:
  Logos
• Pages in Document:
  1 poster
• Collection(s):
  David J. Sencer CDC Museum
• Main Document Checksum:
  urn:sha-512:d3383a38660e07db5eefc707433a8522e26cbdd7b2c281237ff02ede7321e36c8f770823b8164aad018a00351d639620b584e2f8bc99c0ccc0162cdc7c66674b
• Download URL:
  https://stacks.cdc.gov/view/cdc/49880/cdc_49880_DS1.tiff
• File Type:
  [TIFF - 10.63 MB ]