increase the public understanding of, involvement in, and support for HIV
leadership in HIV and STD prevention by (1) establishing sustained and
active national agenda through the media; (2) promoting credible messages
based on science through credible channels; and (3) encouraging and
supporting prevention efforts at the local level.
a collaboration of partners composed of national, State, and local organizations
to facilitate (1) diffusing social marketing principles applied to HIV
and STD prevention at the local level; (2) identifying and promoting
mechanisms to exchange technology and information; and (3) developing
guidelines for applying social marketing principles to local HIV and
social marketing principles at the local level for the purpose of (1)
demonstrating the participatory social marketing process (i.e., skills
and resources needed to effectively engage the community); (2) measuring
the effects of behavior-based social marketing interventions; and, (3)
documenting the lessons learned.
the application of prevention marketing principles in CDC-funded community
planning efforts by (1) promoting guidelines for consideration of these
principles at the local level for prevention interventions and (2) providing
interactive technical assistance on social marketing technology principles
(or prevention marketing) to public health agencies as well as HIV Prevention
Community Planning Groups.
HIV prevention as a relevant issue in business settings.
and promote a network of resources and referrals to assist in implementing
the Business Responds to AIDS (BRTA) Comprehensive HIV/AIDS Workplace
the comprehensive workplace HIV/AIDS program to business.
and execute a research agenda to formulate and assess strategies and
resources to advance the knowledge of effective workplace HIV programs.
performance measures to assess effectiveness of CDC prevention efforts
changes in public knowledge about how HIV is and is not transmitted.
methodologies to measure community mobilization or changes in institutional
behavior in relation to mass media public information and education
new mass media messages, in collaboration with the public health systems
and with international, national, state, and local private sector organizations
the relationship between CDC and the entertainment industry to improve
messages and role modeling for HIV prevention.
communication interventions with appropriate organizations to ensure
that consistent, accurate HIV prevention information is provided to
community coalitions for HIV prevention.
and disseminate information messages through the media that explain
new scientific findings and policies concurrent with the release of
new scientific information.
leadership of health/education officials to effectively deliver HIV
prevention messages through partnerships.
the role of communications in changing individual knowledge, community
norms, and individual behavior through establishment of model programs.
the relationship between CDC and academic experts in mass communications
to develop methods for measuring the impact of mass media on individual
and community behaviors.
ways of measuring the mobilization of community groups, i.e., changes
in community norms, capacity.
business policies and employee education programs regarding HIV/AIDS.
a BRTA initiative to develop HIV prevention and service programs for
the workplace and the community.
and participate in national meetings of businesses and religious, civic,
medical, social, and voluntary agencies which conduct HIV prevention
and service programs.
the activities cited above are carried out at local demonstration sites
and in coordination with community planning efforts. In addition, specialized
projects and studies also serve to focus attention on these activities,
these include projects entitled: National Health Communications, Prevention
Collaborative Partners, the CDC National AIDS Clearinghouse, and the CDC
National AIDS Hotline, and the Prevention Marketing Initiative.
linkage efforts with business, labor, and community groups have received
special attention. The Business Responds to AIDS (BRTA) and Labor Responds
to AIDS (LRTA) programs have focused on issues such as: HIV/AIDS workplace
policies, supervisor and labor leader training, employee education, employee
family education, and community service and volunteerism. Partnerships
have also been forged among a variety of communities including business,
labor, religious, voluntary and the media. And, national and regional
minority organizations have also been sought out in forging these important
of the population including all major racial and ethnic groups, young
persons (18-25), persons engaging in behaviors that place them at risk
for HIV infection, and business and labor leaders including their employees
consultation with leaders from over 200 prevention collaborative partners
composed of national, state, and local organizations and over 50 business
and labor partners.
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