Leading up to National HIV Testing Day on June 27th, Pinyon Foundation and Hispanic Communications Network (HCN) in partnership with the Centers for Disease Control and Prevention (CDC) newly re-launched its successful national Spanish-language public service campaign Haciéndolo (Doing it) with messages highlighting the importance of knowing your HIV status.
The multimedia campaign includes Public Service Announcements (PSAs), a dedicated section on the website La Red Hispana, social media messages, interviews with activists and experts, and promotions of a zip-code based interactive tool to find the closest HIV testing center in an easy, fast and confidential way.
“Timely tests and relevant information are our best allies — not only for the challenge that HIV represents, but to also provide preventive measures that can stop transmissions in the first place. We are dedicating our cultural communications expertise and national multimedia networks towards this vital health disparity affecting our audiences,” said HCN’s CEO Alison Rodden.
Latinx communities in the United States continue to be disproportionately affected by the incidence of HIV: Hispanics account for a quarter (25%) of all new diagnoses of the virus, despite being 18% of the country’s population. Rates of disparity grow higher among key groups, such as gay or bisexual Latinx, who represent 7 out of 10 new HIV cases.
According to the CDC, people with HIV may be at increased risk for medical complications caused by COVID-19 depending on their age and certain serious pre-existing medical conditions.
“But there is good news to report. About half of Latinos living with HIV have successfully suppressed the virus due to timely treatment with antiretrovirals. Our campaign conveys this promising news by taking advantage of high digital media usage rates among Latino communities to convey the message that taking the HIV test actually saves lives,” said Mariana Nonino, Project Director of the Pinyon Foundation.
Through the campaign, the CDC encourages Latinos and Latinas of all ages to be tested for HIV at home, with their family doctor, in a clinic, and/or in the company of loved ones or friends, to know their status and, when appropriate, obtain care and treatment.
As with previous successful campaigns, the Haciéndolo initiative provides helpful insights for the public to determine which HIV test is most appropriate for each person’s lifestyle and personal situation. The campaign also encourages people to share their experience on social media to encourage more people to get tested.
National HIV Testing Day, on June 27th, crowns the united efforts of health departments and community organizations to raise awareness on the importance of HIV testing and early diagnosis.
The new campaign will broadcast until June 28th on HCN’s La Red Hispana multimedia networks, including more than 200 Spanish-language radio station affiliates, to mobile and social media platforms including Facebook, Twitter and Instagram, and on its call-in talk show programs with Latinx influencers such as José López Zamorano on Bienvenidos a América, La Doctora Isabel, and En Privado with Dr. Eduardo López-Navarro.
For more information on the campaign in Spanish, visit LaRedHispana.com.