June 6, 2013
CDC is pleased to announce the newest HIV testing campaign under the CDC Act Against AIDS initiative -- REASONS/RAZONES. The bilingual campaign is the agency's first national effort to encourage HIV testing among Latino/Hispanic gay and bisexual men, who are among those hardest hit by HIV in the United States.
The campaign asks gay and bisexual Latinos "What's your reason?/¿Cuál es tu razón?" for getting an HIV test through a series of campaign materials that feature men sharing their personal reasons for getting tested for HIV. REASONS/RAZONES uses images of family, friends, and partners to emphasize a strong sense of self, family, and community. The campaign also includes information about accessing fast, free, and confidential HIV testing. The campaign's bold images will appear in mobile and online advertising, national and local print and outdoor/transit advertising and will be the focus of a media relations effort to generate print and broadcast news stories.
HIV is still an urgent public health issue in the United States. More than 1.1 million people are currently estimated to be living with HIV -- and 50,000 more are newly infected every year. Nearly one in five of those living with HIV do not know they are infected.
REASONS/RAZONES launches today in Los Angeles and Miami on June 26, two cities with high HIV and AIDS prevalence among Latinos. The Los Angeles launch event is timed to coincide with Gay Pride, while the event in Miami coincides with National HIV Testing Day. The campaign will also have a presence in Washington, D.C. at Capital Pride events (May 29 - June 9). Roll-out in other cities will follow throughout the summer months.
CDC is committed to winning the fight against HIV among Latino gay and bisexual men, and communications campaigns like REASONS/RAZONES can help change the conversation, create a sense of urgency, and prompt people to take action. With National HIV Testing Day on the horizon, outlined below are a few ways you can promote HIV testing among Hispanic/Latino gay and bisexual men and help support REASONS/RAZONES.
Support the campaign online:
Support the campaign in your community:
Thank you for your efforts in HIV prevention, testing, and treatment, and for your continued support of CDC and Act Against AIDS. Working together, we can stop the spread of HIV in the Latino community.
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