Red Ribbon Campaign - West Baltimore, MD, USA

The campaign involves mass media, community outreach, mobilisation of faith- and community-based organisations, needle exchange vans, political advocacy, and coalition building. A "First Call for Help" referral hotline was set up, and figured prominently in many of the advertisements.

Mass media efforts addressed specific audiences with images and words that echoed the ethnic background and identity of the neighbourhoods at issue. For example, 3 television spots aired in Baltimore city; one spoke directly to African American men who may be skeptical or fearful of being tested for HIV. This ad showed a basketball player making a basket, with the caption, "11 years with HIV. And he can still dunk in your face". The key message here is that it is possible to lead a healthy life even with HIV, but only after early testing and treatment. Other messages addressed pregnant women who may not understand why testing is important, or may not know that mother-to-child transmission can be reduced with proper treatment. For instance, ads on the side of some Baltimore buses showed pictures of babies with captions such as "What kind of mother could give her baby HIV? An untested one." and "HIV is one thing you don't have to pass along to your baby". Six radio spots featured a disk jockey celebrity, Konan, engaged in an up-front dialogue about HIV testing.

Providers were encouraged to talk to their patients/clients about HIV testing with messages that appeared on items they use or are surrounded by in their everyday work environment. The red ribbon question mark appeared on calendars, coffee mugs, bags, pens, mouse pads, lapel pins, and posters.

The campaign involved several local community outreach activities, many of which were centred on community participation. For example, in June 2000, 50 members of the Center for Addiction and Pregnancy Program (CAP) recognised HIV Testing Day by walking the streets of their own communities, talking to people about HIV/AIDS and encouraging them to get tested. The women provided households with a door hanger printed with the campaign logo and the hotline number. Participants were rewarded with and wore campaign items including a T-shirt, a bib for their child, and buttons.

HIV/AIDS.

Organisers say that over 20,000 cases of AIDS have been recorded in Maryland since October 1981. That figure translates to 1 of every 250 people living in that state. More people have died of AIDS in Maryland than all motor vehicle fatalities in the state combined since 1981.

The red ribbon logo won first place in the "Best of Baltimore" ADDY Award Competition. (An electronic file is available for free usage of the design.) The overall campaign earned 3 other awards in a national competition sponsored by the National Public Health Information Coalition for "excellence in public health communication".