Health & Safety

CDC: Let’s Stop HIV Together

HCN Global for 5+ years supported the dissemination of CDC’s Let’s Stop HIV Together campaign via the use of digital and social media platforms and disseminated materials, messaging, and other CDC resources that support HIV prevention at in-person and virtual events.

The Goal

Increase HIV awareness and prevention among disproportionately affected Latinos.

The Strategy

We developed national multimedia Spanish-language campaigns, combining existing CDC PSAs with our “edu-tainment” creative approach. These PSAs were distributed through our owned La Red Hispana national radio affiliate network, which includes over 120 affiliate stations in more than 40 Hispanic markets. Locally, we focused media efforts on partnered HIV testing centers to promote in-person testing events.

Additionally, we formed national partnerships with prominent Latino-serving groups such as the League of Latin American Citizens (LULAC) and the Latino Commission on AIDS (LCOA).

The results

Our campaign generated over 100 million impressions through radio and newspaper channels. We also provided training and technical support to 23 CDC grantees and allies of the Act Against AIDS campaign, resulting in a reported increase in Latino community members getting tested for HIV.

The deliverables

Our creative included digital and radio content featuring dramatizations and influencer personalities, as well as the transcreation of existing CDC materials. For distribution, we utilized the La Red Hispana network along with earned and paid media channels.

We provided capacity building assistance to CDC’s HIV and Partnering and Communicating Together (PACT) grantees, offering a Spanish-language multimedia toolkit. Additionally, we conducted comprehensive campaign evaluation, delivering qualitative and quantitative results for all traditional and digital media and partner engagements.