This presentation will show how community mobilization works to leverage limited funds and garner broad community involvement in the implementation of effective programs. Non-traditional partners offer unique expertise and talents, and are often willing to work together, focusing on a common goal. In Houston, the local city health department, non-profit organizations, and for-profit organizations partner together allowing all each partner to reach their own goals. The presenter will describe how Houston implemented Hip Hop for HIV and other community activities to reduce HIV stigma, increase HIV testing, and garner new community partners.

1. Community Mobilization:
How to Get Community
Partners Involved in HIV
Prevention
Nike Lukan, MPH – AIDS Foundation Houston
Beau J. Mitts, MPH – Houston DHHS
Jerry McCruse – KBXX-FM “97.9 The Box”
Isabella Rideaux – KBXX-FM “97.9 The Box”

2. Presentation Objectives
• Define and Describe Community
Mobilization
• Define and Discuss Coalition Building
• Discuss Examples at work in Houston
– Community Driven Taskforces
– Collaboration with Pride Houston
– Hip Hop for HIV
• Define and Discuss Roles when Working
with Community Partners

3. What is Community Mobilization1?
• Engages all sectors of the population
– A community-wide effort
– To address a health, social, or environmental issue.
• Brings people together
– Policy makers and opinion leaders
– Local, state, and federal governments
– Professional groups
– Religious groups
– Businesses
– Individual community members.
• Empowers individuals and groups to take some
kind of action to facilitate change
1Community Mobilization Guide; Centers for Disease Control and Prevention; November 2006;
http://www.cdc.gov/STD/SEE/Community/CommunityGuide.pdf

4. How Can Organizations Benefit
from Community Mobilization2?
• Help address an issue impacting their
community to save valuable resources
• By getting involved, stakeholders will jointly
take actions that should result in the
desired improved health outcomes in their
community.
• Maximize resources with less funding
2Community Mobilization Guide; Centers for Disease Control and Prevention; November 2006;
http://www.cdc.gov/STD/SEE/Community/CommunityGuide.pdf

5. What is Coalition Building3?
• An organization of diverse interest groups
• Combine their resources
– Personnel and material
• To produce a specific change
• They are unable to deliver as
– Independent individuals
– Separate organizations
3Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
http://www.cdc.gov/dhdsp/CDCynergy_training/Content/activeinformation/resources/Coalition_Building_Primer.pdf

6. What Coalitions Can Do (1)
• Enhance potential to gain attention and affect
change
• Provide talents, skills, and resources that can be
shared
• Propel a strategic and concerted resolution to
prevention goals
• Allow coalition members to own, embrace, and
commit to the program goals and enroll others in
their particular organizations to personally
commit to them
Source: Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
http://www.cdc.gov/dhdsp/CDCynergy_training/Content/activeinformation/resources/Coalition_Building_Primer.pdf

7. What Coalitions Can Do (2)
• Ensure that community prevention approaches
and materials are culturally sensitive for targeted
audiences
• Provide a forum for open discussion and mutual
support of a common goal, with a ripple effect for
the organizations that the coalition members
represent
– Broadens your base of support and trust
• Reduce the chance of duplicating efforts,
eliminate competition for resources, and improve
communication within the community
Source: Coalitoin-Building Primer; Centers for Disease Control and Prevention (Unpublished);
http://www.cdc.gov/dhdsp/CDCynergy_training/Content/activeinformation/resources/Coalition_Building_Primer.pdf

8. Coalition Building in Action
• Houston Department of Health and Human
Services (HDHHS) HIV/STD Prevention Task
Forces
– Supported by HDHHS Bureau of HIV/STD & Viral
Hepatitis Prevention staff
• Different Lead Agencies
– Strategic effort to reach targeted populations
– Comprised of community members
– By-laws and Operational Guidelines
– Contractual requirement to participate

9. Purpose of Task Forces
To advocate, recommend strategies, and provide resources to the
Houston HIV Prevention Community Planning Group (CPG)
Houston HIV
Prevention
Community
Planning
Group
Urban AIDS State of
Latino HIV Youth M-Pact
M-Pact Transgender
Transgender Hepatitis C
Ministry Emergency
Task Force Task Force Task Force
Task Force Task Force
Task Force Task Force
Task Force Task Force

10. Task Forces: The Inside Look
• African-American State of Emergency Task
Force is comprised of 25 active* members:
community members/advocates, 1
representative from each community based
organization, community church members,
neighborhood association leaders, African-
American small business owners
• Transgender Task Force is comprised of 13
active members: community advocates, small
business owners, people who work with the
transgender population
*active refers to members who participate 80% or more of task force activities and meetings

11. Task Forces: The Inside Look
• The Urban AIDS Ministry is comprised of 13
active members: local preachers, church
workers, church members, lay persons, faith-
based organizations in the Houston area
• The Latino HIV Task Force has 14 active
members: community based organizations, lay
persons, people who work with the Hispanic
community
• The Youth Task Force has 12 active members:
youth living in the Houston area, youth
advocates, area social workers, members of
organizations who work with area youth

12. Task Forces: The Inside Look
• The M-Pact Task Force comprised of 14
active members: community members and
non-profit organizations who work with the
population of men who have sex with men
• The Hepatitis C Task Force is comprised of 14
active members: community members and
non-profit organizations who work with the
population of men who have sex with men

13. Task Force Prevention
Activities
• Mass and targeted testing events
• Community forums/dialogues
• Street outreach
• Health fairs
• HIV/AIDS prevention education
• Annual summit for adolescents
• Education in churches to increase
conversations about sexual health issues

14. Pride Houston
• Largest Pride Celebration in the South
• More than 150,000 people attend each
year in June
• Founded over 30 years ago
• HDHHS involved in LGBT Pride for over
10 years
– Other City departments and elected officials
– Work directly with Pride Committee
Source: http://www.pridehouston.org

15. Pride Houston 2008
• 40 HDHHS Staff and
Volunteers
• 5,000 Condom
Packets Distributed
• Condom Radio Spot

16. Pride Houston 2008

17. Pride Houston 2009
• 60 HDHHS Staff and
Volunteers
• 5,000 Condom Packets
• Be Free Radio Spot
• Pride Festival
• HIV/STD Mobile Clinic
– 50 Tested
– No Rapid Testing
• M-PACT Participation

18. Pride Houston 2009

19. Working with Pride
• Identify the group or organization responsible for
Pride in your area
• Determine the process for you to participate
– What is the cost? How to register?
• Decide how you would like to participate
– March, Float, Festival, Testing, etc.
• Determine your message and reach out to
media early
• Decide what you will distribute and order
materials
• Sign up volunteers and have fun!

20. HIP HOP for HIV
Awareness Campaign

21. Alarming Statistics/Trends
• New data has shown Texas has the
second highest teen pregnancy rate in the
U.S.
• 18,404 individuals known living with HIV in
Houston/Harris County
– Additional 3,500 to 4,500 individuals
living with undiagnosed HIV infection
• 1 in 98 Houstonians living with HIV

22. More….
• African-Americans are the highest infected
population within the Houston metro area
• 76% of all Gonorrhea and Chlamydia infections
in Houston are among 15-24 year olds.
• 75% of the 751 adolescents (ages 13-19) with
reportable HIV infection in Houston/Harris
County are black.
• 124% increase in new HIV diagnoses among
YMSM between 2001 and 2008

23. Issues Impacting HIV
Transmission Among Youth
• Complacency
• Not perceived as serious issue
• “Epidemic is over”
• Have to talk about sex
• Stigmatization
• Lack of trust authority figures
– police, doctors, legal system

24. Plan
To provide free and confidential HIV and
syphilis screening to 15,000 youth and
young adults in the City of Houston
through a well planned, well documented
and well executed intervention in the
summer of 2009.
Target Population: African-Americans 15-40

25. Program Objectives
• To increase knowledge of HIV disease and other
STIs
• To implement a personalized prevention and
intervention strategy
• To standardize service delivery
• To leverage collaborative relationships with local
community partners and business to create
efficiencies in accessing services
• To encourage individuals to promote awareness
among their peers

26. History of Hip Hop for HIV
• In 2007, 6,200 participants ages 15-30 tested for HIV, received their
results and a concert ticket.
– Testing occurred over a 2 month period
– 18 Official locations around Houston and Corner to Corner in known
high rate areas
– Involved 10 local AIDS Service Organizations, KBXX 97.9 The BOX,
Houston Department of Health and Human Services, and Former State
Rep. Boris L. Miles
– Total positivity rate was 0.5%,No surveys or evaluations completed
• In 2008, 2,500 participants tested between the ages of 15-35.
– Testing occurred over a 45 day period
– Involved 18 Community Partners, Corporate Sponsors, KBXX 97.9 THE
BOX, Houston Department of Health and Human Services
– Total Positivity rate was 0.5%,
– Surveys completed on a portion (1,400/2,500) of participants on
National HIV/AIDS Awareness Day

27. Method
2009 Community Mobilization

29. Incident Command Structure

31. 4 Phases of Testing
1. Registration
2. Testing
3. Education
4. Results
*All participants must complete each phase to
receive an incentive.*

32. Components of Curricula
• Readiness to Test
• HIV/AIDS Facts
• Overview of Sexually Transmitted
Diseases
• Condom Demonstration
• Negotiating w/Partners
• Questionnaire/Teach Back

33. Marathon Event
Testing Kick-Off
NAACP Family Technology Center
4203 Fannin Street @ Wheeler
Monday through Thursday
June 22-25, 2009
Public Access: 7:00AM – 10:00PM
• Additional Community testing events throughout
Houston leading up to the Concert

34. Hip Hop for HIV
The Documentary

35. 2009 Results
• 14,471 tested for HIV…in 19 DAYS
– 86 HIV positives (0.6%)
• 3,466 received syphilis testing, treatment, and
comprehensive education
– 45 syphilis positives
• 821 received Chlamydia, and Gonorrhea testing
– 172 Chlamydia positives
– 79 Gonorrhea positives
– 1 19yr.old Female positive Syp., Chl, & Gon.

36. Race/Ethnicity

37. Age Group Gender

38. Sexual Orientation
Female Male

39. Program Evaluation
Q1: How long have you been here today?
A:(hours) 0-1: 1%, 1-2: 8%, 2-3: 23%,
3-4: 28%, 4+: 40%
Q2: This HIV testing event was a good use
of my time.
A: Yes (75%), Somewhat (21%), No (3%)

40. More Program Evaluation
Q4: Did your teacher know the subject matter?
A: Yes (93%), No (3%), Don’t Know (3%)
Q5: Was your teacher nonjudgmental and
respectful?
A: Yes (93%), No (4%), Don’t Know (4%)
Q7: Did your teacher define terms in ways you
could understand?
A: Yes (97%), No (1%), Don’t Know (2%)

41. Pre & Post Test Results
Q2: I think HIV/AIDS is a major health
problem for my community.
A: Yes (Pre-test: 70%, Post-test: 78%)
Q5: Whenever a person goes to the doctor
or hospital and gets blood taken they
receive an HIV test.
A: False (Pre-test: 69%, Post-test: 83%)

42. More…
Q15: How is HIV transmitted?
A: D. Both A & C - Sharing needles,
unprotected, vaginal, anal, oral sex
(Pre: 69%, Post: 81%)
Q16: What are the four bodily fluids that
transmit HIV?
A: C. Blood, semen, breast milk, & vaginal
fluids (Pre: 48%, Post: 82%)

43. Little More…
Q11: The last time I got an HIV test was:
A: Over 12 months ago (19%),
Last year’s Hip Hop for HIV event (10%)*,
Less than a year ago (36%),
This is my first HIV test (36%)

44. Staff Evaluation Results
5 point Scale(5=Strongly Agree, 4=Agree, 3=Neutral, 2=Disagree,
1=Strongly Disagree, 9=Not Applicable)
Q: I have received adequate ICS training
and understand how chain of command
works. (5=50%, 4=28%, 3=10%, 2=4%,
1=4%, 9=4%)
Q:I was assigned to an area appropriate for
my skills and prior/current work experience
during this project. (5=79%, 4=11%,
3=6%, 2=1%, 1=2%)

45. Artist Effect

46. Benefits of Media Partnerships
and Involvement
• Improving media relations for your
organization is critical to raising
awareness of your mission.
• Media coverage of your organization’s
work and leadership helps establish your
creditability in the community.

47. How Do Community Partners Get
Media Involved? (1)
• Identify one key spokesperson for your
organization and present them to the
world.
• Know your media outlets and their
demographics, go beyond the basics.
• Build relationships with key “front line”
talent/announcers at each outlet and make
contact with them. (host, news announcer,
reporters, personalities, talk show host
and what they stand for)

48. How Do Community Partners Get
Media Involved? (2)
• Build relationships with key “behind
the scenes” media personnel at each
outlet and make contact with them.
– General Manager, Program Director,
Marketing and Public Relations Managers

49. How Do Community Partners Get
Media Involved? (3)
• Blitz media once a year
– DO: Foster the relationship (present
information and encourage participation)
– DO: Establish positive relationships
– DO: Discuss changes and issues,
present updated facts and figures,
answer questions
– DO: Follow-up
– DON’T: Be intimidated – media wants to
hear what you have to say (be short and
to the point)

50. How Do Community Partners Get
Media Involved? (4)
• Say “NO” to cluster exclusives
• Be open minded to various formats and
programs (not everyone likes what you like)
• Localize the issue
(For example: The HIV rate in Austin County is
XX% vs. overall state/national figures)

51. How Do Community Partners Get
Media Involved? (5)
• Tie into current events happening in your
community and customize your message
to fit the audience.
• Design “one of a kind” opportunities that
media can’t say no to. EXPOSURE is key.
• Celebrate success and build on it.

52. What are the Benefits to the
Community Based Organization?
• Your message is pounded and saturated
into the audience
• Guaranteed annual / quarterly partnership
between the media entity / CBO
• Increase sponsorship and revenue
opportunities
• Shared responsibilities of activities
• Affords continued growth for the cause

53. What are the Benefits to the
Media Outlet?
• Our primary job is to inform, target and address
issues that affect the community.
• A targeted community campaign that speaks to
their audience.
• Provides a calendar of dedicated community
events that the media entity promotes year long.
• Sharing of contacts for sponsorships and
revenue opportunities
• Creates one of a kind events and promotions.

54. KBXX-FM “97.9 The BOX”
Audience Profile

55. Demographics

56. Race/Ethnicity
Hispanic Other
35% 3%
White
17%
Asian
1%
Black
44%

57. How to Secure Sponsorship
Revenue to Secure the Radio
Station’s Participation?

58. 1. Identify “Key” Categories
• Department/Retail Stores
• Colleges
• Malls
• Cell Phone/Wireless Stores
• Night Clubs
• Apartment Complexes
• Community Based Organizations (CBOs)
• Water/Energy Drinks

59. 2. Conduct a Customer Need
Analysis
• This process begins with identifying how the HIP
HOP FOR HIV Awareness Campaign’s target
audience mirrors the client’s target customer base.
• Once this is established, radio can communicate
“benefits” for participating in the “testing/
educational” campaign and highlight special offers
available during the on-site testing period.
• This customer-focus approach can definitely increase
“in-store traffic,” which results to increase revenue
for businesses!

60. TLC – Department Store

61. Glaceau - Smartwater

62. Apartment
Complex

63. Cricket
Wireless

65. Thank You for Your Time!
Questions…

66. Nike Lukan, MPH
713-333-5624 x482
lukann@AFHouston.org
Beau J. Mitts, MPH
212-788-4962
bmitts@health.nyc.gov
Jerry McCruse
713-300-5838
jmccruse@radio-one.com
Isabella Rideaux
713-300-5895
irideaux@radio-one.com
Marlene McNeese-Ward
marlene.mcneese-ward@cityofhouston.net
832-393-4735