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Addressing HIV/AIDS in a South Alabama Community: The Development of a Communications Plan Erin Kelley

This project focuses on developing a strategic communications plan for South Alabama CARES, formerly known as Mobile AIDS Support Services, to raise awareness about HIV/AIDS in the community. The plan includes a SWOT analysis, understanding the target audience, utilizing different communication channels effectively, and media interaction strategies. The project aims to increase visibility and awareness of the organization and HIV/AIDS within the community.

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Addressing HIV/AIDS in a South Alabama Community: The Development of a Communications Plan Erin Kelley

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  1. Addressing HIV/AIDS in a South Alabama Community: The Development of a Communications PlanErin Kelley MPH Project University of Maryland, College Park Spring, 2006

  2. Acknowledgements • Committee Members • Dr. Sharon M. Desmond (Chair) • Dr. Ed Hsu • South Alabama CARES Staff • David Little, Executive Director • Key Informants • Anne Noantay, Financial Manager • Jennifer Haddley, Director of Education • John Gordon, Director of Client Services • Topie Cassidy, Executive Board Member • Dorthea Bagsby, Community Member • John Doe, Client

  3. Problem Significance United States • ~1 million people living with HIV today • Of those, 1/4 unaware of positive serostatus • Minority populations and MSM at highest risk Alabama • > 6,000 diagnosed cases of HIV in 2004 • Ranked 15th in raw number of cases in the US

  4. Economic Impact

  5. Project Rationale • Name Change • South Alabama CARES from Mobile AIDS Support Services • Need to develop a strategic communications plan for the agency

  6. Plan of Action

  7. SWOT Analysis

  8. Understanding the Target

  9. Understanding the Target

  10. Channels • Current channels are not utilized strategically • Mobile Press Register • Radio (WABB & WBLX) • Television (Fox 10 & NBC 15) • Additional channels need to be added to increase year-round visibility • Billboards • Transit Signs • Planned Media Interaction

  11. Strategies & Evaluation Recommendations $ = less than $500 ♦ $$ = $500 – $1,500 ♦ $$$ = $1,500 - $3,500 ♦ $$$$ = $3,500 or more

  12. Strategies & Evaluation Recommendations (Cont.) $ = less than $500 ♦ $$ = $500 – $1,500 ♦ $$$ = $1,500 - $3,500 ♦ $$$$ = $3,500 or more

  13. Significance of Project • Increased awareness of South Alabama CARES organization with new name • Increased awareness of HIV/AIDS within the community • Furthered the agency’s mission and vision for HIV education and awareness

  14. Lessons Learned • Definitive budget is essential in realistic communications planning • The more input received for a situational analysis, the better • Community focus groups and/ or surveys could be very useful in understanding the target population and developing messages

  15. Thank you Questions & Comments

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