With the African American AIDS Awareness Action Alliance (A6), we developed a media campaign to encourage Black people in Portland to get tested for HIV. Structural factors like racism and gentrification contribute to higher rates of HIV in our communities. Ending new transmissions is possible when everyone can access the tools and information they need to be healthy.

Over half of Oregonians with HIV live outside Portland, often in areas where they may face social and structural barriers to HIV testing and care. In partnership with EOCIL, AntFarm and HIV Alliance, we developed and tested a first-of-its-kind HIV awareness campaign in English and Spanish to reach people in rural areas, including Eastern and Southern Oregon. Our ads and PR efforts emphasized destigmatizing HIV and directing people to local and home testing options.

We designed and launched an accessible website to serve as a central point for Oregonians to access HIV testing, prevention and treatment resources. It highlights the collective efforts of Oregon’s healthcare providers and organizations working to end new HIV infections and support those living with HIV.

Original photos of people who live in our region are foundational to ensuring audiences resonate with messages about HIV. The brand relies on authentic images to connect with populations more affected by HIV, including Black people, rural communities, and gay and bisexual men.

Our campaigns rely on social media to reach people most in need of HIV testing and prevention messages. This is particularly useful in rural communities. We built out End HIV Oregon’s social presence, and each month we support partners statewide with an Ambassador Kit with visuals and post copy, as well as other messaging materials to use in their communities.