World AIDS Day 2014 HIV and AIDS Awareness Campaigns

Running Head: MULTI-PRONGED APPROACH TO BUILDING HIV/AIDS AWARENESS
Final Report for
A Multi-Pronged Approach to HIV/AIDS Awareness and Testing
in Florida
Patricia Leigh Allen, MPA
College of Public Health, University of South Florida, Tampa, Florida
Instructor/Advisor: Sheri Eisert, PhD, Associate Professor
College of Public Health, University of South Florida, Tampa, Florida
March 20, 2015

MULTI-PRONGED APPROACH TO BUILDING HIV/AIDS AWARENESS 2
Contents
Abstract ........................................................................................................................................... 3
Section 1: Purpose of Study and Statement of Problem ................................................................. 5
Section 2: Extensive Literature Review........................................................................................ 12
Section 3: Methods........................................................................................................................ 16
Section 4: Results.......................................................................................................................... 28
Section 5: Discussion, Conclusion and Recommendations .......................................................... 43
Works Cited .................................................................................................................................. 47
Figures........................................................................................................................................... 56
Tables............................................................................................................................................ 57
Institutional Review Board Exemption......................................................................................... 58
Appendices.................................................................................................................................... 60
Appendix A: Rock it RED! St. Pete Pre-Event Publicity Tools................................................ 61
Appendix B: Argosy University Pre-Event Publicity Tools..................................................... 66
Appendix C: Delta Sigma Theta and NBLCA Pre-Event Online Publicity Tools ................... 71
Appendix D: Florida Department of Health Hillsborough County Brochures ......................... 73
Appendix E: Centers for Disease Control and Prevention Materials ....................................... 74
Appendix F: Event Photographs ............................................................................................... 75

Abstract
Background: Human immunodeficiency virus (HIV), acquired immunodeficiency syndrome
(AIDS), and AIDS related illnesses continue to impact Americans at alarming rates. In 2010,
95,000 Floridians were living with an HIV or AIDS diagnosis. In 2013, the Florida Department
of Health listed African-American heterosexual men and women as the number one priority and
African-American men having sex with other men as the third priority for Primary and
Secondary HIV Prevention.
Methods: A multi-pronged, public health intervention was conducted on World AIDS Day 2014
in Florida. Three cases were analyzed: 1) An art installation and candlelight vigil, 2) A health
fair with voluntary testing for HIV/Sexually Transmitted Diseases (STDs), film and candlelight
vigil at a university in a predominantly African-American neighborhood with high rates of
HIV/AIDS, and 3) A panel discussion with voluntary testing at a predominantly African-
American church in the same neighborhood. Methods included: Testing, observation, media
tracking, and unstructured interviews. All three cases depended heavily on coalitions of
individuals and organizations committed to enhancing prevention through awareness.
Results: Success was measured among other variables were the numbers of individuals who
attended each event, the number of organizations and volunteers involved in hosting each event,
the percentage of attendees tested for HIV/STDs at the university and church events, the
numbers of condoms and brochures distributed, the amount and quality of media coverage, and
in the case of Rock it RED! St. Pete, the amount of donations raised in relation to the budget.
Among the results were that approximately 100 HIV/AIDS infected individuals were honored
through tree signing at Rock it RED! St. Pete and more than 100 individuals attended the
candlelight vigil. The numbers of trees signed and attendance could have been significantly

higher given the number of individuals and family members impacted by HIV/AIDS. However,
planners were satisfied with the numbers of trees signed and attendees, particularly given that it
was the first year of the installation. An estimated 50 individuals attended the three university
events with some attending more than one and 9 individuals or 15% underwent testing at the
Health Fair activity. More than sixty individuals attended and 10 volunteered at the church panel
discussion with 8 individuals or 13.33% undergoing testing. All s The art installation and
university events resulted in significant media coverage which is believed to have enhanced
awareness in the general population. The church event was a successful example of how African
American churches can lead in building awareness of the HIV/AIDS problem.
Conclusion: All three cases used methods that are believed to be scalable, transferrable and
generalizable in their respective settings, given that they were each modeled after numerous
previously successful similar events discussed earlier in the literature, and were successful in
numerous ways. Coalitions of individuals and organizations can enhance prevention by building
awareness to combat HIV/AIDS using a variety of tools in public, academic, and faith-based
settings.
Keywords: HIV, AIDS, faith-based intervention, art installation, coalition-building

Section 1: Purpose of Study and Statement of Problem
Creating awareness and motivating individuals at risk for human immunodeficiency virus (HIV)
to be tested and begin and stay in treatment is critical not only for those at risk, their significant
others, and their families, but to slow the further spread of HIV and the development of acquired
immunodeficiency syndrome (AIDS) and AIDS related illnesses. AIDS is an incurable, chronic,
and potentially life-threatening condition caused by HIV. HIV damages the immune system of
those infected, interfering with the body's ability to fight organisms that cause disease. HIV is a
sexually transmitted infection, but it can also be contracted through contact with infected blood
or from a mother to a child during pregnancy, childbirth, or breast-feeding. Medications can and
have dramatically slowed disease progression in many developed nations (Mayo Clinic, 2015).
Purpose of Study
In 2013, FDOH listed African American heterosexual men and women as the number one
priority and African-American men having sex with other men as the third priority for Primary
and Secondary HIV Prevention based on HIV infection cases reported from 2011-2013 (Saintus
& Griggs, 2013).
The purpose of the study was to evaluate three different approaches to increasing HIV/AIDS
awareness and encourage HIV/STD testing on Dec. 1 World AIDS Day in St. Petersburg and
Pinellas County, Florida, and among heterosexual African Americans in particular in the North
Macfarlane, Old West Tampa, Oakford Park, Far North Hyde Park, Riverfront Park and
surrounding neighborhoods in Tampa and Hillsborough County, Florida.

Statement of Problem
Saintus & Griggs (2013) showed in Figure 1 that the incidence of HIV continues to be
significant in the United States and in Florida. Disparities in new infection rates by racial/ethnic
group are significant nationally as well as in Florida. The percentage of individuals identifying
themselves as African Americans in Florida is 16.7% (United States Census, 2013). In 2010,
94,897 persons were living with diagnosed HIV infection in Florida (Centers for Disease Control
and Prevention [CDC], 2014). The average rate in Florida of new infections in 2008 for African
Americans was 7.5 times that of Whites, decreasing slightly to 6.8 times that of Whites in 2010
(CDC, 2012). Given the percentage of African Americans in the population, the incidence rates
in the African American population are dramatic as shown in Figure 1 below.

Figure 1: Estimated HIV Incidence Rates in Florida and the United States by Gender and
Race/Ethnicity, 2010, Saintus & Griggs, 2013
As shown in Figure 2, there was an overall incidence decrease of 29.5% from 2007 to 2010 in
the state.
Figure 2: Estimated HIV Incidence Rates in Florida, 2007-2010, Saintus & Griggs, 2013
Figures 3, 4 and 5 show the change in estimated annual HIV incidence rates in those <13 years
of age in Florida by race/ethnicity, gender, age and mode of transmission from 2007 to 2010.

Figure 3: Changes in HIV Incident Rates by Race/Ethnicity and Gender in Florida from
2007 to 2010, Saintus & Griggs, 2013
As shown in Figure 3, in 2010, African-American women accounted for 29% of the estimated
new HIV infections among all adult and adolescent African Americans. Despite an encouraging
decrease in new HIV infections among black women (a 21% decrease between 2008 and 2010),
if current trends continue, 1 in 32 black women will be infected with HIV in their lifetimes
(CDC, 2012).

Figure 4: Changes in HIV Incident Rates by Age and Race/Ethnicity in Florida from 2007
to 2010, Saintus & Griggs, 2013

Figure 4 shows that African Americans of all ages continue to be diagnosed with HIV/AIDS
with those ages 13 to 44 having the highest incidence rates.
Figure 5: Changes in HIV Incident Rates by Mode of Transmission and Race/Ethnicity in
Florida from 2007 to 2010, Saintus & Griggs, 2013
Figure 5 shows that incidence rates have decreased in all modes of transmission—intravenous
drug use, heterosexual sex, and men having sex with men—in the three races/ethnicities.
Rates of individuals living with an HIV or AIDS Diagnosis in the Tampa Metropolitan Statistical
Area in 2011 are shown below in Figure 6. Among those with the highest incidence rate in the
area were neighborhoods specifically targeted by the university and church interventions:

Oakford Park, Far North Hyde Park, Riverfront Park, and surrounding neighborhoods, all with
predominantly African American populations (AIDS Vu, 2014).
Figure 6: Rates of persons living with an HIV or AIDS diagnosis, by ZIP Code, Tampa
Metropolitan Statistical Area, 2011
* Data are not shown to protect privacy because of a small number of cases and/or a small
population size.
Notes: Rates include persons living with an HIV or AIDS diagnosis in Tampa MSA at the end of
2011 and who were reported as of 03/31/2014. Data have not been adjusted for reporting delays.
Maps are inclusive of incarcerated persons and should be interpreted with caution. AIDSVu
maps do not reflect undiagnosed cases.
Data Source: AIDS Vu
Original Data Source: Florida Department of Health, HIV/AIDS and Hepatitis Section
Special Project
Target Area:
Oakford Park, Far
North Hyde Park,
Riverfront Park,
and surrounding
neighborhoods

Section 2: Extensive Literature Review
Myriad approaches have been used to create and build awareness of the problem of HIV and
AIDS since 1981 when the United States became the first country to recognize AIDS officially
(NIAID, 2015).
Building Awareness Through the Arts
In analyzing how AIDS artwork might be best used in adult learning settings, Joshua C. Collins
(J.C. Collins) (2012) reviewed the history of art in the HIV/AIDS epidemic. “Artistic expression
has nearly always been a part of the HIV/AIDS discourse. The first patients and their loved ones
turned to their journals, canvases, cameras, and creative spirits to make sense of the confusing,
earth-shattering news of testing positive, and to record feelings and thoughts in what were often,
unfortunately, their last days together.” Many art installations such as The Ribbon Project, The
Memorial AIDS Quilt (2015) and A DAY WITH(OUT) ART, have increased awareness of
HIV/AIDS. Numerous plays, including the Broadway hit Rent, books, articles, and films such as
the Academy Award winning Common Threads: Stories From The Quilt, and educational
initiatives, such as ACT Up, have raised awareness regarding the realities of living with and
dying from HIV/AIDS and AIDS related illnesses (Visual AIDS, 2015).
Other Public Health Interventions
Structural interventions to prevent HIV infection can dramatically improve success in reducing
risk behavior when coupled with approaches focused on the individual (Gupta, Parkhurst,
Ogden, & Mahal, 2008). Through a systematic review of behavioral intervention research from
2000 to 2004 targeted at reducing HIV risk in the United States, the CDC’s HIV/AIDS
Prevention Research Synthesis Team identified interventions demonstrating the best evidence of

efficacy. Eighteen interventions met the criteria for best evidence. Of the fourteen interventions
targeting populations who were at risk but had not yet tested positive for HIV, 8 interventions
targeted adults at risk due only to heterosexual behaviors (Lyles, Kay, Crepaz, Herbst, Passin,
Kim, Rama, Thadiparthi, DeLuca, & Mullins, 2007). In one of the interventions deemed
successful by Lyles et al., El-Bassel, Caldeira, Ruglass, & Gilbert (2009) applied an ecological
framework to evaluate HIV interventions addressing the unique needs of African-American
women.
Act Against AIDS is the CDC's multi-faceted communication campaign designed to combat HIV
and AIDS by increasing HIV awareness in all populations in the United States and reducing risk
in the subpopulations at greatest risk. Among the Act Against AIDS tools CDC has developed to
prevent and minimize HIV transmission is the Take Charge. Take the Test.™ (TCTT) national
campaign introduced in 2012 focused on encouraging African-American women ages 18-34 to
be tested for HIV (CDC, 2012).
Uhrig, Davis, Rupert, & Fraze (2012) reported findings that support the theoretical framework
used by the CDC’s in the TCTT communication campaign. Reflecting constructs from the
Ecological Model (Sallis & Owen, 2002), the Theory of Planned Behavior (Azjen, 1991), and the
Health Belief Model (Janz, Champion, & Strecher, 2002) (See Figure 3), findings showed that
knowing where an individual could get a free HIV test, i.e., the removal of the potential barriers
of the monetary cost of testing and knowing a specific physical location to go for testing, was a
significant predictor of the individual’s subsequent reporting of intention to get HIV testing.

Figure 6: ‘Take Charge. Take the Test’ theoretical framework.
Findings also supported the underlying TCTT Model assumption that knowing where to get a
free HIV test essentially removes potential barriers of an individual not knowing where he or she
can physically go to be tested as well as the associated monetary costs, reflecting constructs of
the Health Belief Model and the Theory of Planned Behaviour. Uhrig et al. also found that HIV
predictability models as a function of previously-reported intentions supported the relationship
between HIV testing intentions and subsequent behavior consistent with the Theory of Planned
Behaviour, the Theory of Reasoned Action (Montano & Kasprzyk, 2002), and the Integrated
Model of Behavioral Prediction (Montano & Kasprzyk, 2002). In follow-up, statistically-
significant associations between baseline attitudes and beliefs and subsequent HIV testing and
intentions as well as reported intentions and reported HIV testing were also found.

Intervention through the active participation of faith-based organizations has been found to
reduce HIV/AIDS stigma and related risk factors among African Americans (Griffith, Pichon,
Campbell, & Allen, 2010). Through implementation of YOUR Blessed Health (YBH), a
community-level, structural intervention program engaging 42 churches, Griffith et al.
demonstrated that community mobilization is a useful intervention approach.
Lightfoot, Taggart, Woods-Jaeger, Riggins, Jackson, & Eng (2014) used a community-based
participatory research approach, to engage three predominantly African-American churches in
adapting Focus on Youth (FOY)+ImPACT, an evidence-based HIV prevention intervention, to
the faith setting.

Section 3: Methods
On December 1, 2014, World AIDS Day, numerous local HIV/AIDS awareness events were held
in the Tampa Bay region of Florida (Tampa Bay). A three-pronged, case study approach was
developed, implemented and evaluated to build awareness of the ongoing HIV/AID epidemic on
World AIDS Day 2015 and provide information of prevention, transmission, and treatment. The
project consisted of working with numerous individuals, government agencies, academic
institutions, and community groups to plan, develop, publicize, implement, and evaluate three of
these events, each with unique steering committees, strategies, goals, targeted populations,
activities, challenges, and limitations. All three were committed to the same key purpose—to
build awareness of the ongoing HIV/AIDS epidemic—but had varying secondary and tertiary
purposes.
1) An art installation in St. Petersburg, Florida, focused on building awareness among the
general population of the ongoing HIV/AIDS epidemic. Measures of effectiveness included: 1)
Number of volunteers involved in planning, development, and implementation, 2) Donations for
materials associated with publicity and the art installation itself, 3) Pre-event, days of event, and
post-event coverage by media outlets, while hard to measure, was significant and thus
presumably enhanced awareness of the continued problem of HIV/AIDS, 4) Endorsements by
and participation by businesses, NGOs, and city officials, 5) Number of individuals
commemorated on the fabric-wrapped trees, 6) Number of participants in the candlelight vigil,
and 7) Post-event evaluation from Steering Committee members.
2) A health fair with HIV/STD testing, film and candlelight vigil was held at a small university.
Measures of effectiveness included: 1) Number of attendees to Health Fair, SMARTRide film,
and Candlelight Vigil, 2) Unstructured participant observation, 3) Number of attendees who

elected to be tested for HIV/STDs, 4) Advertising, endorsement and participation by local
businesses and NGOs, 5) Media coverage of the event helping encouraging participation and
building awareness of the HIV/AIDS issue, 6) Qualitative, unstructured surveying of
participants, and 7) Post-event evaluation by Steering Committee members and professionals
who tabled the event.
3) A panel discussion with HIV/STD testing was held at a church. The latter two cases targeted
heterosexual African American men and women and in the case of the university, also African
American men having sex with men of all ages. These two groups are most at risk for developing
and spreading HIV, AIDS and STDs, nationally, in Florida and in the neighborhoods
surrounding the university and the church. Measures of effectiveness included: 1) Number and
breadth of agencies involved in planning, development, and implementation, 2) Numbers of
attendees, volunteers, and churches involved, 3) Number of individuals undergoing free
HIV/AIDS testing, and 4) Unstructured observation by the researcher and others.
As a qualitative study, the Special Project drew from Action theory, both intentionalism,
assuming that the meaning of the action depends on the intentions of the actor or agent, as well
as social praxis, assuming that there is significance in the enactment or performance of social
conduct. By using multiple methodologies, the Special Project utilizes a bricolage with both the
object and practice being relational and processual (Schwandt, 2007). Together the case studies
have created a tapestry from which the researchers have drawn some analytic conclusions that it
is hoped suggest ideas for future research as well as action.
All three cases shared assumptions based on evidence discussed above that HIV/AIDS public
health outreach initiatives in the form of targeted health education and events can enhance
individuals’ awareness of the problems associated with HIV/AIDS, increase the likelihood that

they will adopt safe sex practices, and motivate those who have been sexually active to be tested
for HIV/AIDS.
All adhered to the principles of 1) Providing scientifically-based information from trusted
sources, including the CDC, well-established and respected local NGOs, 2) Reducing stigma
associated with all aspects of HIV/AIDS, and 3) Maintaining anonymity in discussion, testing
and treatment referrals.
Each of the three events had a unique steering committee and tailored strategies, goals, targeted
populations, activities, study sample measures, challenges, and limitations.
The choice of methods in each case was dependent upon the considerable experience and good
judgment of professionals involved in HIV/AIDS education and screening. Treatment options
and treatment information provided by various agencies were not evaluated.
Rock it RED! St. Pete Art Installation and Candlelight Vigil
Rock it RED! St. Pete, a public art installation along Central Ave., and on buildings and
monuments throughout St. Petersburg to commemorate World AIDS Day 2014, was installed on
Saturday, November 29 and displayed on Sunday, November 30 and Monday, December 1 with
a budget of $1,500. Volunteers for the installation, and ambassadors to greet visitors were
recruited to wrap the trees, distribute pens to participating businesses in the Grand Central
District along Central Ave., to guide and assist visitors in signing the trees to commemorate
loved ones who have fought AIDS, and to assist during the candlelight vigil. Drawing on
previous art installations for inspiration, including The Ribbon Project by Visual AIDS, the
project was conceptualized by local artist Jim Buresch, a 25-year HIV/AIDS survivor.
Volunteers wrapped 170 tree trunks from 16th to 31st Streets on Central Avenue with red fabric;

creating a conceptual 1.25-mile long RED Ribbon. Fabric pens and permanent markers were
available at the newly opened LGBT Welcome Center (Center) at 2227 Central Ave. and local
businesses to individuals wanting to write the names on the red fabric wrapped around trees
along Central Ave. of those who have suffered or succumbed to AIDS and AIDS related illness.
Steve Smith, AVP, Sr. Business Control Specialist at Bank of America and Steve Blanchard,
Executive Publisher of the print and online bimonthly newspaper, “Watermark,” which serves
the LGBT community in Sarasota and the Greater Tampa Bay area, tabled the event on Sunday
at the Center demonstrating their organizations’ commitment to HIV/AIDS Awareness. Trained
professionals were available for many hours Saturday, Sunday and Monday to welcome visitors,
show them the Center, and provide information about the many services available to LGBTs in
the Tampa Bay region.
Partners throughout St. Petersburg turned their structures red through lighting, balloons,
streamers, and other means on the night of December 1st. A candlelight vigil and
commemoration ceremony was held at the Center, beginning at 6:30 p.m. As explained Buresch,
while World Aids Day was founded as a day without art in 1988, it has evolved into a
commemoration of PLWHA. Buresch intends to lace together sections of the community-created
Rock it RED! St. Pete folk art installation to produce an AIDS Wall of Remembrance to honor
Tampa Bay area and Florida loved ones.
To publicize the event and garner endorsements and financial support, Buresch designed and
printed an 11” x 17” poster (See Appendix A) announcing the event and approached more than
100 organizations, businesses, and individuals in Pinellas County seeking collaboration,
endorsement, participation and financial contributions. Donations were needed to cover the
$1,500 in costs associated with the 1) Poster printing, 2) Purchase and printing of yard signs

personalized with names of sponsors, Steering Committee members, and donors, and 3) Fabric
pens, permanent markers, and red fabric for tree wrapping. The St. Petersburg Arts Alliance
(Arts Alliance) managed the donations.
A Save the Date and a final press release (See Appendix A) were distributed by the Arts Alliance
to more than 200 media contacts and event calendars. Social media marketing efforts included
the use of Facebook.
Argosy University Health Fair, SMARTRide Film and Candlelight Vigil
HIV/AIDS awareness activities and a Health Fair were held from 11 a.m. to 6 p.m. on World
AIDS Day, December 1, 2014, at Argosy University, 1403 N. Howard Ave., Tampa, FL 33607.
The researcher organized a Health Fair which was conducted from 11 a.m. to 4 p.m. and had not
previously been done on the Argosy campus in the ten years they had held memorial events on
World AIDS Day. Her involvement included coordination and attendance at required site
evaluations by Tequila Taylor Harris, MPH, Early Intervention Consultant – Areas 5/6/14,
FDOH - Hillsborough County, to ensure the site was adequate for HIV/STD testing. The Health
Fair included HIV/AIDS counseling, education, brochures, condoms, and giveaways staffed and
provided by local NGOs, service providers, and an HIV/AIDS educator as well as free,
anonymous HIV/STD testing. A screening of ‘SMARTRide,’ a film documenting the annual,
two-day, 165-mile bike ride from Miami to Key West and benefitting AIDS Service
Organizations, was held from 4:15 to 4:45 p.m. A Candlelight Vigil was held on the Argosy
University front steps at dusk. All of the events were conducted under the leadership of Director
of Practicum Training and Associate Professor Gary Howell, PsyD, PC, a clinical psychologist
specializing in diagnostic assessment and assistance to LGBT clients.

The researcher and Howell utilized an existing design provided by AIDS.gov (2014) to create an
11 x 17” poster for the event (See Appendix B) and secured all approvals from participating
organizations. As Advisors to the United Nations Association – USA of Tampa Bay (UNA-USA
Tampa Bay), the researcher and Howell secured the endorsement by that organization and the
researcher prepared a press release (See Appendix B) that was ultimately lightly edited and
approved by the national United Nations Association. The researcher distributed the press release
and in some cases a .pdf of the poster to more than 217 media outlets and contacts, local event
calendars, and online posting avenues as well as 28 officers associated with all local
neighborhood associations in the immediate vicinity. To attract African Americans in particular,
the researcher personally distributed posters and flyers to be posted and distributed to more than
30 neighborhood businesses, a neighborhood mosque, a church, and to at least 50 individuals in
nearby MacFarlane Park on McDill Avenue and Spruce St. She secured a commitment from a
restaurant owner with experience in HIV/AIDS Awareness activities to distribute 150 flyers
along Main Street in the heart of the target area two days prior to the event.
The following free activities were offered:
 Red lapel ribbons with straight pins were offered to increase awareness and honor and
memorialize patients who live with or who have succumbed to HIV/AIDS.
 Free, confidential HIV/STD (chlamydia and gonorrhea) Testing was conducted by
Synergy Health Centers, Inc. (Synergy), the healthcare division of The Tampa
Hillsborough Action Plan, Inc., group of companies, and follow-up counseling was
offered as needed.
 Ongoing, informal HIV/AIDS education sessions were offered by Red Cross Certified
HIV/AIDS Educator Russell Fox.

 Two HIV/AIDS representatives from Metro, a key Tampa Bay regional provider “of HIV
services, social networking, and other health and wellness programs that enhance the
quality of life for the local community,” answered questions and provided information
regarding services offered, educational brochures, and promotional items to increase
awareness.
 Brochures were provided by Ybor Youth Clinic (YYC) (2015), a program of the Division
of Pediatric Infectious Diseases, Department of Pediatrics, College of Medicine, USF
Health, University of South Florida provided brochures. YYC provides health care that is
specifically for youth and young adults in the Tampa Bay area at low or no cost. Services
provided at YYC include:
 Women’s health, including gynecological exams, pap smears, and other testing as
needed.
 Men’s health.
 Birth control.
 Emergency contraception (“morning after pill”).
 Sexually transmitted infection (STI) testing, treatment, and prevention counseling.
 HIV testing, risk reduction counseling, treatment and referrals.
 Depression screening referral information under the supervision of Gary Howell, PsyD,
Associate Director of Training & Assistant Professor at Florida School of Professional
Psychology at Argosy University was provided.
 Flu shots, body mass measurements, and blood pressure measurements were provided by
Walgreens Pharmacy.

 More than 500 free condoms provided by the FDOH were offered to participants
throughout the day in addition to those offered by other agencies.
 Florida Department of Health Hillsborough County brochures regarding general services
offered, diabetes management, and other health topics were offered. (See Appendix D).
 CDC ACT against AIDs campaign posters were displayed and postcards and brochures
offered to participants.
 A film was shown at 4:15 p.m. about The SMART (Southern Most AIDS/HIV) Ride, a
two-day, 165-mile, annual bike ride from Miami to Key West event held this year from
November 14-15 which typically draws 400-500 participants. In 2013, more than 10,000
donors contributed with all proceeds benefitting AIDS service organizations. The
SMART Ride has raised more than $6,400,000 in the past 11 years.
 A candlelight vigil at dusk beginning at 5:15 p.m. was held to honor those who have
passed from AIDS.
 Support was provided by Argosy University students through PRIDE LGBT Club, The
GaYBOR District Coalition, and the UNA-USA Tampa Bay.
 The numbers of attendees and the numbers and percentages of those testing positive for
HIV, Gonorrhea, and Chlamydia were collected.
Delta Sigma Theta Sorority, Inc., Tampa Alumnae Chapter (DST) and National Black
Leadership Commission on AIDS (NBLCA) of Tampa Bay World AIDS Day Awareness
Activities and HIV/STD Testing
DST & NBLCA of Tampa Bay hosted an HIV/AIDS Awareness Panel Discussion and HIV/STD
testing from 6 to 8 p.m. at Beulah Baptist Institutional Church (BBIC), 1006 West Cypress

Street, Tampa, FL 33606. The event was targeted primarily at African-Americans in
Hillsborough County under the leadership of Rev. Dr. W. James Favorite, President of Pastors on
Patrol. The theme was “Getting to Zero: Zero New HIV Infections. Zero Discrimination. Zero
AIDS Related Deaths.” Members of the community as well as ministers, church elders, and
parishioners from BBIC and three other local, predominantly African-American churches: 1)
College Hill Church of God in Christ, located at 6414 North 30th Street, Tampa, FL 33610; 2)
Allen Temple African Methodist Episcopal Church, 2101 N. Lowe Street, Tampa, FL 33605;
and 3) Shekinah Glory Cathedral, located at 1301 South 78th Street, Tampa, FL 33619 attended.
The following free activities were offered:
 Red lapel ribbons with straight pins to increase awareness and honor and memorialize
patients who live with or who have succumbed to HIV/AIDS.
 Free, confidential HIV/STD (chlamydia and gonorrhea) Testing was conducted by
Synergy and follow-up counseling was offered as needed.
 Speakers included a prayer and acknowledgements by Rev. Dr. W. James Favorite,
Pastor of BBIC and Chairman of NBLCA and a presentation by Rev. Dr. Thomas Scott,
Pastor of 34th Street Church of God.
 Fredrick H.I. McClure, Esq., led a panel discussion. Panelists included: 1) Health
Educator Lapena Reid, 2) Janet Kitchen of Positively U, Inc., 3) Community Advocate
Paulette Nicholas, 4) Kristen Whitesell from the Drug Abuse Comprehensive
Coordinating Office, Inc. (DACCO), 5) Andrew Maldonado from the FDOH
Hillsborough County, and 6) Rosa L. Webster of NBLCA of Tampa Bay.

 Representatives of the National Association for the Advancement of Colored People
(NAACP) tabled the event. Each of the four participating church pastors was provided a
copy of the NAACP’s “The Black Church & HIV: The Social Justice Imperative” Toolkit
consisting of a 24-page Pastoral Briefing and 66-page Activity Manual produced by the
NAACP to assist them and their parishes in combatting HIV through local churches
(NAACP Pastoral, 2015 and NAACP Activity, 2015). Attendees were directed to the
website to print copies for their own use as church elders, parishioners and members of
the community.
 Staffed tables with professionals to answer questions who distributed HIV/AIDS health
information in the format of brochures and postcards, including many targeted
specifically at African Americans, condoms, water bottles, key chains, and other
giveaways by Metro, FDOH Hillsborough County, the University of South Florida, Red
Cross Certified HIV/AIDS Educator Russell Fox, the researcher, and other professionals
and organizations.
 In solidarity, the National Council of Negro Women (NCNW) Tampa Section and Top
Ladies of Distinction tabled the event, providing membership information about their
organization.
 Publicity for all events was handled jointly by many of the participating partners. Various
methods of marketing the event included placement of custom and preprinted posters
from the CDC Act Against AIDS (2014) public information campaign in local
businesses, churches, and other organizations; distribution of flyers in local parks, and the
use of social media, including posts by DST, NBLCA, and individuals on Facebook,
Twitter, and several blogs.

The researcher’s involvement in the BBIC event was less than in the other two but included:
 Attending a planning meeting at the host church.
 Securing a commitment from Synergy to provide free onsite testing at the event.
 Coordinating and attending required site evaluations by Tequila Taylor Harris, MPH,
Early Intervention Consultant – Areas 5/6/14, FDOH - Hillsborough County, to ensure
the site was adequate for HIV/STD testing.
 Drafting a publicity poster and providing a thumb drive to organizer and panelist Webster
of the NBLCA of Tampa Bay that included pertinent Greater Than AIDS postcards and
posters. Greater Than AIDS is a leading public information response to the U.S.
HIV/AIDS epidemic launched in 2009 which “is supported by a broad coalition of public
and private sector partners, including media and other corporate allies, Federal, state and
local health agencies, national leadership groups, AIDS service and community
organizations. Through targeted campaigns and community outreach, Greater Than AIDS
and its partners work to increase knowledge, confront stigma, and promote actions to
prevent the spread of the diseases. While national in scope, Greater Than AIDS focuses
on reaching communities and people most affected.” (Greater Than AIDS, 2014).
 Picking up and delivered 500 condoms to the host church.
 Ordering and delivering Greater Than AIDS (2014) and Act Against AIDS postcards and
posters specifically targeted at African Americans as well as FDOH brochures detailing
services provided to the public and diabetes management information prior to the event.
 Securing a commitment from FDOH through Synergy to provide free HIV/STD Testing
and meeting personnel from FDOH and Synergy at the church to ensure FDOH testing
site approval.

 Securing a commitment from Red Cross Certified HIV/AIDS Educator Russell Fox to
table the event.
 Tabling the event, providing brochures and condoms to attendees during the event.
 Observing the attendance, speeches, panel discussion, and audience participation.

Section 4: Results
A summary of results for the three projects are shown below in Table 1.
Measures of
Effectiveness
Rock it RED! St. Pete Argosy University
Health Fair, Testing,
Film & Candlelight
Vigil
Delta Sigma
Theta/National Black
Leadership
Commission on AIDS
Panel Discussion and
Testing
Donations ($) $2,112 N/A N/A
Est. No. of Names on
Trees/Attendees
100 names on trees; 100 at
candlelight vigil
50 50
No. of Participating
Agencies, Companies
and Individuals
328 7 16
Est. No. of Additional
Volunteers
25 0 10
No. of people tested N/A 9 8
No. of condoms
provided/No. actually
distributed
N/A 500/300 600/100
Est. No. of Brochures
Distributed
0 75 150
Table 1: Measures of Effectiveness
Rock it RED! St. Pete
Steering Committee volunteers included Buresch, Executive Director of St. Petersburg Arts
Alliance John Collins, the researcher who represented UNA-USA Tampa Bay, two
representatives of Metro, a management consultant, and representatives from Historic Kenwood
Neighborhood Association, Grand Central Business District, and Enigma Bar and Lounge.
Approximately 25 volunteers, including 13 from Bank of America/US Trust, which had
previously agreed to partner with Nike in their #1STEP4RED 2014 World AIDS Day campaign,
wrapped trees on Saturday, November 29 and Sunday November 30, installed yard signs,

distributed pens to local businesses to enable customers to sign trees, and served as ambassadors
to explain the goals of the art installation and provide pens to visitors.
Solicited donations of $2,122 from individuals, businesses, and NGOs covered the budgeted
costs of $1,500 plus a $68 cost overrun associated with the poster printing; purchase and printing
of yard signs personalized with names of sponsors, Steering Committee members, and donors;
fabric for tree wrapping, fabric pens and permanent markers. The project was able to donate
$277 to the Arts Alliance and $277 to the Center.
Pre-event publicity both encouraged attendance and increased awareness of the HIV/AIDS.
Buresch and the researcher posted information about the planning and development of the
project and elicited volunteers through a Rock it RED! St. Pete Facebook page. Pre-event
publicity included a feature article in the bimonthly tabloid, Watermark, and online versions
(Kissel, 2014). Creative Loafing magazine which has a verified audit circulation of 48,000 as of
June 2014, published a cover story in both the print and online versions about Buresch, his
conceptualization of Rock it RED! St. Pete, and event details (Seeing Red, 2014, & World AIDS
Day, 2014).
Inclusion of the entire press release in the Northeast Journal as a half-page story delivered to
4,000 homes in Old Northeast St. Petersburg and published in the Journal’s online newspaper. In
addition, the press release and personal contacts resulted in online pre-event publicity on
numerous websites, including those of the Arts Alliance, St. Pete.com online event news source,
Tampa Bay Newspapers, USF St. Pete, Onlydailynews.com, Tampa Bay Newswire, Inclue.com,
Watermark, and Edge Media Network in Fort Lauderdale.

Following completion of the installations on Sunday, Nov. 30th, Fox News 13 interviewed John
Collins for a 30-second segment along Central Avenue in front of the Center.
In addition to pre-event publicity and the Fox News 13 segment, post media coverage of the
event helped build awareness of the HIV/AIDS issue.
On Tuesday, Dec. 2, the cover of the Tampa Sun Times displayed a three-column picture of the
installation with HIV/AIDS public health information and statistics, including a referral to the
Department of Health Florida.AIDS.org. The story was posted online on Monday, Dec. 1.
Watermark published two stories online with extensive pictures on Tuesday, Dec. 2, one about
the art installation itself (Rock Red, 2014) and one about the candlelight vigil the prior evening
(2014 World AIDS Day, 2014).
Organizations endorsing the event included the umbrella organization Arts Alliance, as well as
Metro, a City of St. Petersburg liaison, the Grand Central District Association comprised of 321
businesses and NGOs, Enigma Bar & Lounge, Historic Kenwood, and the UNA-USA Tampa
Bay. The researcher asked the Steering Committee on several occasions to reach out to the
African American community to encourage their participation in all aspects of the event. At least
one longtime resident expressed her belief that the African American community continued to
have a stigma associated with HIV/AIDS that would hold them back from participating. While
the representative from Metro did contact an African American pastor and choir in South St.
Petersburg to ask him to attend the candlelight vigil, they did not attend. The researcher
approached Metro’s Director to get additional insight into the lack of African American
involvement and was assured that there are pastors in South St. Petersburg who are actively
working to raise awareness among African Americans.

Buresch, John Collins, and the researcher attended the St. Petersburg City Council meeting on
Nov. 17 at which the council passed Mayor Rick Kriseman’s proclamation of December 1, 2014
as World AIDS Day and urging “everyone to Rock it RED! St. Pete as we work together to
combat AIDS in our community and come together to heal families and friends who have lost
loved ones to this disease.”
Rock it RED! St. Pete targeted individuals wanting to honor those who have fought and in many
cases lost battles with HIV/AIDS. Altogether, more than 100 names were written on the fabric-
wrapped trees. The researcher was onsite all of Saturday and for many hours on Sunday and
personally observed and/or assisted only three individuals who signed trees, aside from Steering
Committee members. All three, including two women, one of whom was African American, had
made a purposeful visit to the site in order to commemorate family members. An African
American man selling goods on a corner along Central Ave. said he knew four people who had
died of AIDS and committed to signing their names on a nearby tree. The researcher noticed that
the tree had been signed the next day. Some of the signatures were written by Steering
Committee members and volunteers, some were likely added by customers of the numerous
sponsoring businesses to which the Steering Committee provided fabric pens and markers, and
the majority was most likely added by the approximately 100 individuals who attended the
candlelight vigil on Monday, Dec. 1. The mayor and several City Council members attended the
candlelight vigil. Since the candlelight vigil was conducted in an empty lot next to the Center,
The Center benefitted from the exposure and the opportunity to welcome visitors inside, explain
the services provided, and allow them to use the facilities.
It seems clear that pre- and post-event publicity raised awareness of the HIV/AIDS health
problem and World AIDS Day. While the researcher was not able to measure the number of

pedestrians, business employees and customers, vehicular passersby along Central Ave. who
may have become more aware of the ongoing problem of HIV/AIDS as a result of the public art
installation itself, it is assumed that there was some increase in awareness as a result. The
placement of banners across Central Avenue could have alerted drivers and passengers to the
reason trees were wrapped in red. As it was, only individuals who had read the pre-event media
notices, saw the yard signs in front of some of the trees, or asked and received explanations from
local businesses would have been aware of the purpose of the red ribbons, particularly since red
is associated with the Christmas holiday and the event was on Dec. 2.
Coupled with the media coverage and the attendance at the candlelight vigil, the Steering
Committee felt that awareness was reinforced among those already aware of the HIV/AIDS
epidemic and increased among other St. Pete residents. “Our mission was to raise awareness
about Dec. 1st being World AIDS Day and in that mission we were a complete and utter
success,” Buresch said. In addition, it can be assumed that most of the more than 100 volunteers,
pedestrians, and vigil attendees are now aware that Metro has an LGBT Welcome Center on
Central Ave.
Photographs of the events associated with Rock it RED! St. Pete are included in Appendix F.

Argosy University
Approximately 15 Argosy students and administrators, nearly all of whom appeared to be White
and African-American females and one White male, attended the health fair. An almost
completely different group of approximately 15 students who appeared to be both female and
male, many who appeared to be African Americans attended the SMARTRide film, and more
than 20 students and administrators, of similar demographics, attended the candlelight vigil.
Internally attendance at all three events appears to have been driven in large part by posters,
emails and by Howell and other professors promoting the event. In some cases, professors
released students from class so that the students could attend.
With one identifiable exception, the participants were all Argosy students and administrators.
Because Synergy decided to stop testing early several Health Fair participants who wanted to be
tested expressed disappointment that they could not be, including at least one member of the
public, a male, who saw the posters in the neighborhood and wanted to be tested.
Of the participants in the three events, all seemed very interested in obtaining information,
watching the SMARTRide film, and/or participating in the Candlelight Vigil. Many of them
were graduate students in psychology programs. Most picked up a few brochures and many took
a significant number of condoms whether for a partner’s use, their own use, or a family
member’s or friend’s use. Several visited the Walgreen’s table and had their body mass
measured and received flu shots. They asked questions of the health educator, the researcher, and
the representatives from Metro.
Russell Fox, the health educator, was unable to present the slide show he had prepared to small
groups as he had hoped due to the turnout. He instead approached individual attendees and

offered to answer any questions they might have. He was successful in engaging several
participants.
Argosy University Program Dean & Associate Professor Crystal S. Collier, PsyD requested that
the researcher pass on her business card to Rev. Favorite with NBLCA and BBIC for future
partnering opportunities. The university and church are located 1.3 miles from one another in
neighborhoods heavily impacted by HIV/AIDS.
Nine students provided informed consent and were tested for HIV/STDs, all under the age of 40.
No. Tested for HIVand
STDs
No. Testing
Positive for HIV
No. Testing Positive
for Chlamydia
for Gonorrhea
8 Females under age 40 0 0 0
1 Male under age 40 0 0 0
Table 2: Individuals Testedat Argosy University
Synergy decided to stop testing at 3:45 p.m. so a number of students who requested testing after
3:45 were not tested, including one male member of the public who responded to posters in the
neighborhood. He was provided with alternate testing location options.
Pre-event publicity generated by the press release distributed by UNA-USA Tampa Bay and the
researcher included event listings on websites operated by UNA Tampa, the Tampa Bay
Newswire, Creative Loafing, Eventful Online Events Calendar, StPete.com, Hot 101.5 radio
station, and Only Daily News. The Ybor Youth Clinic posted the event on their Facebook page.
Day of event coverage by WTSP Channel 10 was considerable. Their evening news broadcast
and online story included a video and transcript of an interview of the researcher about the health
Fair: http://www.wtsp.com/story/news/health/2014/12/01/tampa-university-fights-hiv-on-world-
aids-day/19742043/ plus a 30-second live update of the candlelight vigil with a sound bite from

Argosy University Program Dean & Associate Professor Crystal S. Collier, PsyD. The online
version included a link to USA Today Story, “World AIDS Day: 7 facts about the disease”:
http://www.wtsp.com/story/news/nation-now/2014/12/01/statistics-world-aids-day-
hiv/19729441/
Post-event evaluation included an unstructured survey of three student participants and one
administrator. Evaluative conclusions were made by the researcher, Howell, Brian Richard of
Synergy, and Tequila Harris, of FDOH.
Twelve students agreed to provide their contact information, enabling the student to contact them
after the event to survey them. Four of these students ultimately responded to the student’s
numerous calls, provided verbal informed consent, and completed the seven-question, post-
event, unstructured survey. The results were as follows:
1. How did you learn about today’s event?
Attendees reported that they learned about the event from emails and on-campus posters.
One noted that her professor made an announcement.
2. What was the primary reason or reasons you decided to attend today’s event?
Attendees reported that they wanted to learn what information, resources and organizations
are available to combat HIV/AIDS, in one case for her teenage daughter. One of these said
she was surprised how many organizations are available. Another attendee simply that she
was curious.
3. In what ways did the event improve your awareness and understanding of the risks
associatedwith HIV & AIDS?

One attendee said she learned nothing new. Another said she was already “fairly aware,”
but learned about updated HIV testing methods and how quickly results are provided. One
cited learning new information about the use of condoms provided by Russell Fox [the
Red Cross Certified HIV/AIDS Educator] and another learning about the high incidence in
Hispanics and African Americans from the researcher, “who think, ‘Oh, that can’t happen
to me.’”
4. In what ways did the event improve your understanding of HIV/AIDS prevention
measures?
One attendee said that the health fair reinforced her understanding of prevention measures.
Another said she learned that if you have changed partners, you should get tested after
three months. Another said, “Protection, protection, protection. Know who you are with
and the risks if you don’t put a condom on. It’s not something you can see on the outside.”
5. In what ways did the event improve your understanding regarding treatment options
for HIV & AIDS?
One attendee said she learned that there are more community resources and resources for
people who have limited funds, and that this information needs to be provided to the
community. Three attendees did not feel they learned anything new about treatment
options.
6. Which activities did you find most helpful?
Attendees mentioned the amount and type of information provided and the variety of
organizations present, “learning that knowing that there are more agencies in the
community and that if people have questions, we can refer them to the agencies that were
there.” Another appreciated that there were several screenings (HIV, Chlamydia, and

Gonorrhea) available. “I was very surprised at the resources available for the family or the
individual going through this.”
7. How do you think the event could be improved next year?
Suggested improvements included better advertising/publicity, notification of other
departments, including Admissions to notify every student in the school. One attendee
suggested having two events on a Saturday with refreshments. Another suggested
combining the events because some of the agencies left early including Synergy who did
the testing which disappointed a few people who wanted to get tested and didn’t. Another
mentioned that Argosy advertised massage therapy and yoga but didn’t provide it.
As shown in Table 2, all four Argosy Health Fair attendees voluntarily responded to three
demographic questions at the end of the survey.
Subject Race and Gender Age Neighborhood
A White, not of Hispanic or Latino Origin
Female
31- to 40-years-old Wellswood
Neighborhood of West
Tampa, FL
B White, not of Hispanic or Latino Origin
Female
31- to 40-years-old Lithia, FL
C Black, African-American or Negro
Female
26- to 30-years-old South Tampa, FL
D Black, African-American or Negro
Female
41- to 50-year-old Carrollwood, FL
Table 2: Demographic Information about Those Interviewed in Debriefing of Argosy Event
The researcher believes that many external outreach, advertising, marketing and public relations
goals were achieved and yet turnout from outside the university was minimal. As a white female,
the researcher did not feel comfortable and even felt somewhat unsafe when distributing posters
to some of the businesses south of I-275 and, therefore, did not distribute posters to the
businesses on Main Street bordering I-275 north of the University. By obtaining a commitment

from an African-American man who said he had a strong family history of fighting AIDS in the
local community by approaching individuals with condoms and information in local parks, the
researcher trusted that he would distribute posters on Main Street several days prior to the event.
While the placement of posters and distribution of flyers on Main Street, in 30 businesses south
of I-275, the distribution of flyers in a nearby park, the posting on event web calendars, the
printing of event information in Creative Loafing, and the distribution of the press release to all
local neighborhood association contacts may have raised awareness, it can be concluded that
these efforts attracted very few and possibly only one individual from outside the university. The
conclusion is that these marketing methods were essentially ineffectual or at least not a good use
of resources.
Howell said, “I think day, time, and competing events had a lot to do with the low turnout….To
make next year successful, if we have one point person to serve as point of contact for one single
event for the duration of planning and execution of the health fair and vigil it would be
helpful. If we make a large banner to hang on the front steps of the building about 3 or 4 weeks
ahead of the event with information about the time of the fair and the vigil, it would increase
daily marketing of the event at that very busy intersection.
“I had several voicemails on my office phone when I returned the next day--people were calling
me while I was in my class to ask about times and locations. I was not able to check voicemail
all day. Our main number should have been provided so the receptionist could provide
information immediately. One of the media sources only publicized my personal office number
with no information about the location or time according to one caller.”

Howell said that he has been involved in similar initiatives many times for approximately 20
years and that the low turnout didn’t surprise him. He has come to the conclusion, he said, that
HIV/AIDS awareness and testing initiatives are more successful when agencies, educators and
testers go to the target population rather than trying to draw the population into an event. This
supports the results in that the Health Fair was on the Argosy campus and targeted students,
professors, and administrators at Argosy with the result that a number of students attended one or
more of the three components. While none tested positively, many stated that they are graduate
students in the behavioral sciences hoping to enter relevant fields, be researchers, or enhance
their current knowledge of HIV/AIDS for themselves, their personal circle of influence, or the
public. It is hoped that the knowledge and awareness they obtained that day will have an
exponentially positive effect of increasing awareness.
Brien Richard, a phlebotomist with Synergy, said: “I thought the turn out could have been more,
but I also thought the time and day of the event was a little off. For Argosy the students were in
class for the most part, and if they only have a short break in between, I understand that they
could not attend. But that is the audience that we were trying to target, the timing should have
been more conducive to their schedules.” Referring to the use of balloons used by the
DTS/NBLCA planners at the BBIC event, Richard made the following recommendation to
health fair planners at Argosy, “So my suggestions for next time are to plan it on a day where
people can maybe come with friends and family and make it more of an appealing event. Even if
it’s something as simple as getting a bunch of balloons to capture someone's attention and get
them to notice.”
In a somewhat contrasting comment, during the site visit prior to the event, when asked about
potential low turnout, FDOH’s Harris said, “If only one person showed up to be tested, the event

would still be a success. We gauge an event by the number of people that were contacted via
education, testing and/or awareness. We look also look at the demographics of the population to
ensure that we are targeting or prioritizing the highest risk populations. An area ( zip code or
defined testing region) would have a high seropositivity rate if 100 persons were tested and 1 of
those returned positive ( SP rate of 1.0%). Most college campuses have a low SP rate. So an
event can be successful without having tested anyone.”
In summary, the event was successful in that of the limited number of students on campus that
day and early evening, many attended one or more of the three components and nine were tested.
All attendees seemed to be quite interested in the information and/or services offered by the
various agencies and the health educator. Equally as important, the press coverage by Channel 10
was significant and could well have increased awareness. It is recommended that planners of
future HIV/AIDS awareness events at Argosy consider alternative times and days of the week,
ask Admissions and other administrators and additional professors to notify students, provide the
contact information of the receptionist on the press release and poster, and hang a banner on the
front of the university with event time, date, and place.
Photographs of the events associated with World AIDS Day at Argosy University are included in
Appendix F.
Delta Sigma Theta, Inc., Sorority Tampa Alumnae Chapter and National Black Leadership
Commission on AIDS World AIDS Day event at Beulah Baptist Institutional Church
DTS and NBLCA assembled representatives from an extensive group of organizations including
the NBLCA, pastors and church leaders from the four churches, NAACP, Metro, FDOH

Hillsborough County, the University of South Florida Medical School, Synergy, DACCO,
NCNW, two health educators, and a community advocate.
More than 50 members of the local African-American community, a large percentage of whom
appeared to be in their 40s and 50s, attended the event. Slightly more females than males were
represented. The audience was very enthusiastic about obtaining information and asked
numerous questions of the panelists and speakers. Many attendees talked with agency
representatives tabling the event taking brochures, awareness giveaways, and condoms and
seemed eager to discuss the subject with their families.
As shown in Table 3, eight attendees, all under the age of 40, provided informed consent and
were tested for HIV/STDs.
No. ofThose Tested
for HIV and STDs
for HIV
for Chlamydia
for Gonorrhea
8 Females under age 40 0 0 0
Table 3: Individuals Testedat Beulah Baptist Institutional Church
The general conclusion of the researcher was that the event at BBIC were well organized.
Organizers created a strong coalition, tapping into knowledgable national and local resources to
provide factual information and make the event interesting. Recognizing that the Monday
evening event might draw attendees who would not have had a chance to eat, they sold fried fish
and other dinner items. They decorated the BBIC Fellowship Hall with posters and balloons,
creating a community event that had a warm, synergistic atmosphere. They effectively utilized
individual church leadership and publicity outlets to draw a significant number of members of
the local community who appeared attentive, interested and motivated to tackle this challenge to
the health of their community. Many attendees appeared to be very interested in obtaining the

NAACP Toolkit and carrying the message and appropriate activities back to integrate into their
own churches.
The DST/NBLCA event effectively utilized community and church publicity tools as well as
social media to draw members of the local African American community. If the number of
chairs they set out is an indication of how many individuals they hoped would come to the event,
their expectations were met; all chairs were filled and more than 10 additional people were
assisting and milling around during the panel discussion.
Brian Richard with Synergy said, “As for Beulah that went well, just enough people in
attendance, and we were not overwhelmed by a large amount of testing. I personally can't test
more than 10 to 12 people in one setting or event. So, we tested 10 or so people [8 were tested],
and that was just enough for that time. So I think between the testing and the event held in the
cafeteria area of the church, it was perfect, and again, it all goes back to advertising. They chose
to have the event on a night that there were not a lot of other things going on at the church.”
Patricia Glover of DTS declined the researcher’s request to interview participants, citing high
levels of suspicion in the African American community with regard to privacy and HIV/AIDS.
The researcher passed Collier’s business card from Argosy University on to both Rev. and Ann
Favorite and mentioned the opportunity to him and Glover by email. Neither Rev. Dr. James
Favorite nor Patricia Glover responded to the researcher’s several requests for post-event
evaluation.
Photographs of the events associated with World AIDS Day at BBIC are included in Appendix
F.

Section 5: Discussion, Conclusion and Recommendations
All three cases were first-time events that successfully demonstrated the effectiveness of
coalitions of organizations as well as individuals who openly communicated their varied gender
identities, all committed to building awareness in targeted and the general population. In addition
to helping Metro publicize its new Center, Rock it RED! St. Pete increased awareness using an
art installation to honor those who have fought and in many cases lost battles with HIV/AIDS.
The Argosy and DTS/NBLCA events raised awareness to help curb the significant ongoing
problem of HIV/AIDS in predominantly African American neighborhoods. The Steering
Committees of the Rock it RED! St. Pete and Argosy events utilized mostly traditional media
tools to draw attendees and the media. Both were successful in drawing some participants though
not as many as the Steering Committees had hoped. Their success might be measured in drawing
specific populations, but their bigger success might be that the Rock it RED! St. Pete and Argosy
events received significant media coverage of the event itself, thereby increasing awareness of
the ongoing problem of HIV/AIDS.
With World AIDS Day falling on a Monday just after Thanksgiving, it is possible that the day of
the events may have reduced the number of attendees at all three events. Other limitations in
drawing conclusions include the small populations involved, including but not limited to, the
researcher’s late request for Institutional Review Board exemption which resulted in her not
being able to interview Argosy participants on site. This ultimately meant that only 4 of the 12
individuals who said they were willing to be interviewed returned her phone calls and were
interviewed. Additional limitations included the unwillingness of the Rock it RED! St. Pete
Steering Committee to reach out more to the African American community and the inability of
the researcher to personally attend the Rock it RED! St. Pete dusk candlelight vigil which was

scheduled concurrently with the Argosy vigil. Limitations with regard to the DST/NBLCA event
include the researcher’s inability to receive permission to interview the DST/NBLCA target
population and the lack of evaluative comments from DST/NBLCA planners. The researcher
believes that she faced challenges that hindered the research at the DST/NBLCA event in a
number of ways by being White. Though she tried to be engaged in the event, she frequently felt
like an outsider looking in, trying to be involved in a culture that had mores of which she had
limited understanding. The Health Educator Russell Fox expressed similar concerns prior to the
event, but Rev. Favorite assured the researcher that they could both still be effective. Fox did
clarify a key HIV/AIDS prevalence statistic stated by a panelist that was misworded and
questioned by a member of the audience. When the researcher delivered the original 500
condoms to the church, a male elder said that condoms were not something the church liked to
promote. This was later confirmed by Glover. It is not clear what happened to those condoms.
However, Metro, the researcher and other agencies offered condoms, and the researcher did
engage several women who had concerns about their children and grandchildren being protected
and encouraged the women to take as many of the 100 or so condoms as they wanted from those
she brought over after the Argosy event that afternoon. They did ultimately take all of them.
It is tempting to be disappointed at not having attracted even more individuals to all three events,
not having tested more individuals at the Argosy and DST/NBLCA events, and not having
identified any individual who tested testing positive for HIV or STDs. However, we consider
again the comment prior to the event by FDOH Hillsborough County’s Tequila Harris, MPH: “If
only one person showed up to be tested, the event would still be a success. We gauge an event by
the number of people that were contacted via education, testing and/or awareness. We look also
at the demographics of the population to ensure that we are targeting or prioritizing the highest

risk populations….Most college campuses have a low SP [seropositivity] rate. So an event can
be successful without having tested anyone.”
The size of the sample populations attending and tested, the lack of controls, the numerous
variables involved, the limited qualitative feedback, and the uniqueness of the three cases all
limit the conclusions that can be drawn. However, all three interventions—all first-time events—
are believed to have been successful in meeting their goals of building awareness of HIV/AIDS.
All three cases demonstrate the effectiveness of coalition building, publicity, and bringing the
intervention to their respective audiences. In addition, 17 individuals have now been tested for
HIV/STDs that might otherwise not have undergone testing, which at the very least is reassuring
to them and might motivate them to encourage others to be tested. The art installation and
university events resulted in significant media coverage which is believed to have enhanced
awareness in the general population. The church event was a successful example of how African
American church officials can lead in building awareness of the HIV/AIDS problem in their
communities.
Results in all three events have clear implications for the planning, development and
implementation of future HIV/AIDS awareness and health fair activities. Rock it RED! St. Pete
was inspired by numerous prior art installations designed and installed to increase awareness
since AIDS was first identified. It seems clear that it is highly transferrable and translatable to
other settings. Integrating the health fair at Argosy into the curriculum of one of the Argosy
courses and making it completely internally driven might enhance attendance. Many colleges
and universities already have AIDS awareness activities, so the health fair, film, and candlelight
vigil seem highly transferrable to other campuses. Equally transferrable is the model used by the
DST/NBLCA Steering Committee and their success in building a coalition of diverse,

knowledgeable, and well-respected agencies that provided knowledge and tools. It is believed
that there is great potential for a similar model, perhaps that detailed in the NAACP Toolkit, to
be implemented successfully through predominantly African American churches to reach
individuals throughout the African American community.
To build on the present study, future event planners and researchers should consider better
internal publicity at Argosy University, utilizing the NAACP Toolkit in planning events at
African American and possibly other churches, and establishing additional partnerships and
coalitions such as one between Argosy University and DST/NBLCA. Art installations such as
Rock it RED! St. Pete and DST/NBLCA should work together to reach out to African American
church leaders and involve more African American men and women. IRB applications and
discussions with Steering Committees to obtain buy-in should be completed far enough in
advance to enable the researcher to perform more qualitative interviews on site and schedule
post-event focus groups.
The multi-pronged approach utilized methods that are scalable, transferrable and generalizable. It
can be concluded that coalitions of individuals and organizations can build awareness and teach
prevention measures to combat HIV/AIDS using a variety of methods in public, academic, and
faith-based settings.

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Figures
Figure 1: Estimated HIV Incidence Rates in Florida and the United States by Gender and
Race/Ethnicity, 2010, Saintus & Griggs, 2013
Figure 2: Estimated HIV Incidence Rates in Florida, 2007-2010, Saintus & Griggs, 2013
Figure 3: Changes in HIV Incident Rates by Race/Ethnicity and Gender in Florida from 2007 to
2010, Saintus & Griggs, 2013
Figure 4: Changes in HIV Incident Rates by Age and Race/Ethnicity in Florida from 2007 to
2010, Saintus & Griggs, 2013
Figure 5: Changes in HIV Incident Rates by Mode of Transmission and Race/Ethnicity in
Florida from 2007 to 2010, Saintus & Griggs, 2013
Figure 6: Rates of Persons Living with an HIV or AIDS Diagnosis, by ZIP Code, Tampa
Metropolitan Statistical Area, 2011
Figure 7: ‘Take Charge. Take the Test’ theoretical framework

Tables
Table 1: Measures of Effectiveness
Table 2: Individuals Tested at Argosy University
Table 3: Demographic Information about Those Interviewed in Debriefing of Argosy Event
Table 4: Individuals Tested at Beulah Baptist Institutional Church

Institutional Review Board Exemption

Appendices

Appendix A: Rock it RED! St. Pete Pre-Event Publicity Tools
11” x 17” Poster for Rock it RED! St. Pete Poster

Printed and Online Rock it RED! St. Pete Save the Date Press Release
October 14, 2014
For Immediate Release,Please
Contact: Jim Buresch,Founder/Organizer/Artist, 727-254-6261, jimburesch@gmail.com
Leigh Allen, United Nations Association, USA Tampa Bay Chapter, 813-943-5262,
leighallen150@gmail.com
John Collins, St. Petersurg Arts Alliance, 727.518.5142 john@stpeteartsalliance.org
Save The Date
Rock it RED!St. Pete will commemorate World AIDS Day on December 1.
Beginning on November 30th
, Rock it RED!St. Pete will present a public arts installation and other
activities along Central Avenue, and on buildings and monuments through the city. Rock it RED!St. Pete
will serve as a memorial to those who passed from HIV and AIDS related illnesses, and build awareness
of the continued presence and need for HIV/AIDS testing and treatment.
Planned activities include:
 Wrapping 170 trees along Central Avenue from 16th to 31st streets with red fabric for three days;
creating a conceptual 1.25 mile-long RED Ribbon in honor of World AIDS Day.
 On at least 50 of the 170 trees,visitors will be able to add names, messages or attach small
pictures to the wraps
 The wraps will honor bay area and Florida loved ones remembered on the AIDS Quilt.
 Partners throughout St. Petersburg will turn their structures RED through lighting, balloons,
streamers,or other means for the night on December 1.
 A candlelight vigil and remembrance program beginning at 7 p.m. will be held at the LGBT
Welcome Center,2227 Central Ave. on December 1.
 While the mile-long RED Ribbon will be a temporary art installation, it shall produce a piece of
community-created folk art as 50 sections where memorials have been left will later be laced
together producing an "AIDS Wall of Remembrance."
Founder, artist, and organizer Jim Buresch states,“I still have a voice that I want heard,a vision realized
and instead of going insane in the politics of HIV,I decided to use extremely large art
installations as my method of activism. I don't know if you classify it as conceptual or earth, it's just my
voice to me. Art has led many social awakenings, in fact, World AIDS Day started out as "A Day without
Art.”
--more—
100 Second Avenue North, Suite 150, St. Petersburg, FL 33701 727.518.5142

“It is estimated that nearly one percent of Americans are HIV positive, however nearly a quarter
of them are not even aware that they carry the virus. Early detection is essential to slowing the
potential development of AIDS and AIDS related illness.”
St. Petersburg Arts Alliance is serving as the umbrella organization, collaborating with the St.
Petersburg LGBT Welcome Center, the Grand Central District Association, and the United
Nations Association – United States of America (UNA-USA) Tampa Bay Chapter.
The collaborative is seeking contributions and sponsorships to fund the installation. Donations
may be made on the St. Petersburg Arts Alliance website or mailed to100 2nd Ave. North, #150,
St. Petersburg, FL 33701. Proceeds will fund the arts installation and support the LGBT
Welcome Center and the Arts Alliance programs.
Volunteers for the installation, and ambassadors are needed to assist visitors during the evening.
Please contact Jim Buresch, jimburesch@gmail.com
###

Printed and Online Rock it RED! St. Pete Press Release
November 9, 2014
For Immediate Release, Please
Contact:
 Jim Buresch, Founder/Organizer/Artist, 727-254-6261,jimburesch@gmail.com
 Leigh Allen, United Nations Association, USA Tampa Bay Chapter, 813-943-
5262, leighallen150@gmail.com
 John Collins, St. Petersburg Arts Alliance, 727.518.5142 john@stpeteartsalliance.org
Save The Date
Rock it RED! St. Pete will commemorate World AIDS Day, Sunday Nov. 30 through Monday,
December 1 in St. Petersburg. Rock it RED! St. Pete will present a public art installation along
Central Ave, and on buildings and monuments through the city. Artist Jim Buresch will direct
volunteers who will wrap 170 tree trunks from 16th to 31st streets on Central Avenue with red fabric;
creating a conceptual 1.25 mile long RED Ribbon in honor of World AIDS Day.
Partners throughout St. Petersburg will turn their structures red through lighting, balloons, streamers,
or other means on the night of December 1st. A candlelight vigil and commemoration ceremony at
the LGBT Welcome Center, 2227 Central Ave. beginning at 6:30 p.m. World Aids Day started as “A
Day Without Art” and the temporary art installation will later become community-created folk art as
50 memorial sections will be laced together producing an "AIDS Wall of Remembrance" honor bay
area and Florida loved ones.

Founder and organizer Jim Buresch states, “It is estimated that nearly one percent of Americans are
HIV positive, however nearly a quarter of them are not even aware that they carry the virus. Early
detection is essential to slowing the potential development of AIDS and AIDS related illness.”
St. Petersburg Arts Alliance is the umbrella organization, collaborating with the St. Petersburg LGBT
Welcome Center, the Grand Central District Association, and the United Nations Association –
United States of America (UNA-USA) Tampa Bay Chapter. The collaborative is seeking
contributions and sponsorships to fund the installation. Donations may be made on the St.
Petersburg Arts Alliance website. Volunteers for the installation, and ambassadors are needed to
assist visitors during the evening. Please contact Jim Buresch, jimburesch@gmail.com.
###

Appendix B: Argosy University Pre-Event Publicity Tools
Argosy University 11” x 17” and 8 ½” x 11” Poster

Argosy University Press Release
FOR IMMEDIATE RELEASE
UNA – USA Tampa Bay Chapter Partners with Argosy University to Increase
HIV/AIDS Awareness at Health Fair, Film Viewing & Candlelight Vigil
Free HIV/STD Testing To Be Provided by Synergy Health on World AIDS Day
TAMPA, FLORIDA – (November 11, 2014) – Free testing for human immunodeficiency virus
(HIV) and sexually transmitted diseases (STDs), among other health services provided by
Synergy Health, will be available from 11 a.m. to 4 p.m. on Monday, Dec. 1, World AIDS Day,
at Argosy University. In 2010, 94,897 persons were living with diagnosed HIV infection in
Florida, according to the Centers for Disease Control and Prevention.
The HIV/STD testing is just one component of a World AIDS Day Awareness and Health Fair
event cosponsored by Argosy University, the United Nations Association of Tampa Bay,
GaYBOR District Coalition, and YBOR Youth Clinic. HIV/AIDS education and health services
information, flu shots, body mass and blood pressure measurements, and depression screenings
will also be available.
A film screening at 4:15 pm will highlight The SMART Ride, an annual 2-day, 165-mile bike
ride from Miami to Key West benefitting AIDS organizations, this year to be held on November
14-15.

A Candlelight Vigil will be held at 5:15 pm to commemorate those who have lost their battle
against AIDS and AIDS-related illness.
“We invite everyone to attend this free Health Fair to learn more about how these illnesses are
devastating people of all ages, genders, ethnicities, and sexual orientations. Knowledge is power
when it comes to HIV/AIDS. Prevention remains the first line of defense, but early detection
through testing and treatment are the best weapons against the progression of HIV to AIDS and
AIDS related illness. They make the difference in long term survival,” explains Director of
Practicum Training and Associate Professor Gary Howell, PsyD, PC, a clinical psychologist
specializing in diagnostic assessment and assistance to LGBT clients. Dr. Howell also serves as
an Advisor to the Board of the Tampa Bay Chapter United Nations Association – United States
of America.
The event will be held in the heart of some of neighborhoods hardest hit by HIV/AIDS—
Northeast Macfarlane, Old West Tampa, Tampa Heights, Oakford Park, Far North Hyde Park,
Ridgewood Park and Riverfront Park neighborhoods, west of downtown Tampa. Among the
goals are to break down the stigma of HIV/AIDS by attracting African Americans and Hispanics
for HIV/AIDS education and free HIV/STD testing.
In 2013, the Florida Department of Health (FDOH) listed African-American heterosexual men
and women as the number one priority, white men who have sex with other men as the second
priority, and African-American men who have sex with other men as the third priority for
primary and secondary HIV prevention based on HIV infection cases reported from 2011-2013.
The fourth and fifth priority populations are Hispanic men who have sex with other men and
Hispanic heterosexual men and women.

Cont’d.
Schedule of Dec. 1 World AIDS Day Events at Argosy University,
1403 N. Howard Ave., Tampa, FL 33607
Park & enter on W. La Salle St. btw N. Howard Ave. & N. Albany Ave.
11 a.m. to 4 p.m. Health Fair
--HIV/STD Testing through Synergy Health Centers, Inc., of the Tampa Hillsborough Action
Plan, Inc.
--HIV/AIDS Education and Q&A by Russell Fox, Red Cross certified with more than 20
years of experience in HIV/AIDS education
--Flu shots, Body Mass Measurements, and Blood Pressure Testing by Walgreen's. Flu shot
vouchers will be provided for those who do not have insurance.
--HIV/AIDS and other health services information will be provided by Metro Wellness and
Community Centers
--Depression and other psycho social services under the direction of Gary Powell, PsyD.
4:15 p.m. A film will be shown about The SMART Ride, an annual 2-day, 165-mile bike ride
from Miami to
--KeyWest to benefit AIDS organizations. The 2014 SMART Ride will be held on
November 14-15.
5:15 p.m. A Candlelight Vigil commemorating those who have lost their battle against AIDS.
For more information, go to:
UN AIDS: http://www.unaids.org/
Report of the United Nations Secretary General “Towards Ending the AIDS Epidemic: Meeting
the 2015 Targets and Planning for the Post-2015 Era”:
http://www.unaids.org/sites/default/files/media_asset/20140606_UN_SG_GA.pdf
UNA-USA Tampa Bay Chapter: http://www.unatampa.org
AIDS Vu: www.AIDSVu.org
Centers for Disease Control and Prevention:
http://www.cdc.gov/hiv/pdf/policies/StateProgressReport2014.pdf

The SMART Ride: https://www.thesmartride.org/
Argosy University: https://www.argosy.edu
Cont’d.
Tweet this: Free HIV/STD testing/education 11 am-4 pm at @ArgosyU on Dec. 1 in Tampa
#WorldAIDSDAY @UNATampaBay
###
For all media inquiries, contact:
Gary Howell, Psy.D. Leigh Allen, M.P.A.
Associate Director of Training & Project Coordinator
Assistant Professor Advisor to Board of Directors
Florida School of Professional Psychology Tampa Bay Chapter of the
at Argosy University United Nations Association – USA
Phone: 813.463.7165 Phone: 813.943.5262
ghowell@argosy.edu leighallen150@gmail.com
ABOUT UNA-USATampaBay Chapter/SouthEastDivision
The UNA USA Tampa Bay Chapter provides programs throughout the year,advocacy on behalf of the
United Nations, and education for young people through the UNA-USA Global Class Rooms program to
give just a few examples of its work. This work is made possible by membership dues and generous
contributions to the work of the UNA-USA Tampa Bay Chapter. See us at www.unatampabay.org
ABOUT UNA-USA
The United Nations Association of the United States of America (UNA-USA), a program of the
UN Foundation, is a membership organization dedicated to inform, inspire and mobilize the
American people to support the principles and vital work of the United Nations. UNA-USA
works to accomplish its mission through its national network of chapters, advocacy efforts,
education programs, and public events. UNA-USA and its sister organization the Better World
Campaign are the single largest network of advocates and supporters of the United Nations in the
world. For more information on UNA-USA, visit http://www.unausa.org/.

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