Goal #2 To increase the public understanding of, involvement in, and support for HIV prevention.
  1. Provide 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.
  2. Establish 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 STD prevention.
  3. Apply 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.
  4. Facilitate 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.
  5. Promote HIV prevention as a relevant issue in business settings.
  6. Provide and promote a network of resources and referrals to assist in implementing the Business Responds to AIDS (BRTA) Comprehensive HIV/AIDS Workplace Program.
  7. Market the comprehensive workplace HIV/AIDS program to business.
  8. Establish and execute a research agenda to formulate and assess strategies and resources to advance the knowledge of effective workplace HIV programs.
  9. Develop performance measures to assess effectiveness of CDC prevention efforts
Action Steps
  1. Monitor changes in public knowledge about how HIV is and is not transmitted.
  2. Develop methodologies to measure community mobilization or changes in institutional behavior in relation to mass media public information and education programs.
  3. Develop new mass media messages, in collaboration with the public health systems and with international, national, state, and local private sector organizations and agencies.
  4. Expand the relationship between CDC and the entertainment industry to improve messages and role modeling for HIV prevention.
  5. Develop communication interventions with appropriate organizations to ensure that consistent, accurate HIV prevention information is provided to the public.
  6. Develop community coalitions for HIV prevention.
  7. Coordinate and disseminate information messages through the media that explain new scientific findings and policies concurrent with the release of new scientific information.
  8. Develop leadership of health/education officials to effectively deliver HIV prevention messages through partnerships.
  9. Evaluate the role of communications in changing individual knowledge, community norms, and individual behavior through establishment of model programs.
  10. Expand 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.
  11. Develop ways of measuring the mobilization of community groups, i.e., changes in community norms, capacity.
  12. Monitor business policies and employee education programs regarding HIV/AIDS.
  13. Implement a BRTA initiative to develop HIV prevention and service programs for the workplace and the community.
  14. Sponsor and participate in national meetings of businesses and religious, civic, medical, social, and voluntary agencies which conduct HIV prevention and service programs.

Many of 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.

Also, 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 linkages.

$ 46 million
$ 45 million
$ 46 million

All segments 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 and families.


Regular consultation with leaders from over 200 prevention collaborative partners composed of national, state, and local organizations and over 50 business and labor partners.


CDCC #1- Appendix A: Prevention





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