1. GREATER THAN AIDS
Inspiring a National Movement in Response to
AIDS in America

3. Title
" We have a stake in one another, what binds
us together is GREATER THAN what drives us
apart.
If enough people believe in the truth of that
and act on it then we might not solve every
problem, but we can get something meaningful
done."
Barack Obama
December 1, 2006 (World AIDS Day)

4. WHERE WE ARE TODAY
The State of AIDS in America

5. The Big Picture
More than
ONE MILLION
Americans are now living
with HIV/AIDS Among those living with HIV/AIDS …
About HALF
are not
receiving
Every new
56,0009 ½ min. regular care
someone is
HIV infections
infected with
each year in ONE IN FIVE
HIV in the
the U.S. U.S. do not know they
are positive
U.S Centers for Disease Control & Prevention

6. America’s Two Epidemics
Percent of AIDS Cases, Adults & Adolescents by Race
70%
60%
Black
50%
40% White
30%
20%
Hispanic
10%
0%
1985 2007
Year of Diagnosis
U.S Centers for Disease Control & Prevention, 2007

7. Nearly Half of New Infections Among Blacks
White 35%
66%
45%
Black
12%
15% Latino
17%
Other
U.S. Population New HIV Infections
2006
U.S Centers for Disease Control & Prevention, 2006

8. Northeast and South Hardest Hit by AIDS
AIDS Case Rate per 100,000 by Region
As % of all
16.4 people living
15.1 with HIV in U.S.
11.9
8.9
6.1
18% 37% 22% 23%
Nationally Northeast South Midwest West
U.S Centers for Disease Control & Prevention, 2007

9. New HIV Infections by Age and Race
Nationally Black Americans
50+ 50+
10% 10%
13-29 13-29
40-49 34% 40-49 38%
25% 24%
30-39
30-39 27%
31%
U.S Centers for Disease Control & Prevention, 2006

10. New HIV Infections Among by Gender and Race
Nationally Black Americans
Female 27% Female
Female 35%
27% 35%
Black
73%
65% Female
Male Male Male
Black
73% 65%
Male
U.S Centers for Disease Control & Prevention, 2006

11. New HIV Infections by Transmission and Race
Nationally Black Americans
MSM-IDU MSM-
4% IDU
IDU IDU 3%
12% Men having 14%
sex with Heterosexual
men (MSM) 43%
Heterosexual
53% Men having
31%
sex with men
(MSM) 41%
U.S Centers for Disease Control & Prevention, 2006

12. When HIV/AIDS Hits Home
Percent knowing someone with HIV or who has died from AIDS
(textured portion indicates close friend or family member)
58%
43%
43%
38% 37%
21% 20% 19%
All Black Latino White
2009 Survey of Americans on HIV/AIDS, Kaiser Family Foundation

13. AIDS More Deadly for Black Americans
Deaths per 100,000, Ages 25-44
32.9 Blacks
Latinos
4th leading cause White
of death among
Black men, 25-44
19.9 3rd leading cause
of death for Black
women, 25-44
7.6 2.5
4.3 1.0
Males Females
U.S Centers for Disease Control & Prevention, 2006

14. Less Attention to HIV/AIDS in Recent Years
Percent saying they have heard a lot/some about HIV/AIDS in the
U.S. during the last year…
A lot Some
2006 34% 36%
2009 14% 31%
2009 Survey of Americans on HIVAIDS, Kaiser Family Foundation

15. Communications Challenges
Individual concern about HIV/AIDS is great, yet there
is limited sense of community ownership or
response. There is a notable leadership vacuum.
HIV/AIDS is seen as a disease of “others.” When
people don’t see themselves as at risk or affected
they tune out.
Stigma – and fear – keep people from taking action.
Using protection, getting tested, even talking about
HIV/AIDS are seen as “cause for concern,” as
shameful, rather than empowering.
Worry that HIV/AIDS is seen as yet another problem
facing the community, a failing.

16. Communications Challenges
Individual concern about HIV/AIDS is great, yet there
is limited sense of community ownership or
response. There is a notable leadership vacuum.
HIV/AIDS is seen as a disease of “others.” When
people don’t see themselves as at risk or affected
they tune out.
Stigma – and fear – keep people from taking action.
Using protection, getting tested, even talking about
HIV/AIDS are seen as “cause for concern,” as
shameful, rather than empowering.
Worry that HIV/AIDS is seen as yet another problem
facing the community, a failing.

17. Greater Than AIDS
A Coordinated National Response

18. Overview
– A broad coalition of public and private sector
partners united in response to the AIDS crisis in
the U.S., in particular the disproportionate epidemic
among Black Americans;
– Developed in support of Act Against AIDS, a
multi-year effort by the CDC to refocus attention
domestically;
– The Kaiser Family Foundation provides strategic
direction and day-to-day management.

19. Key Components
– A national campaign supported by leading media,
including radio, TV, outdoor, print and online;
– Special promotions with media, consumer brand
and other private sector partners;
– Targeted partnerships with Federal, state and local
health departments and AIDS offices, AIDS service
organizations, community groups and others;
– Comprehensive informational resources, including a
dedicated website (greaterthan.org) and social
networking platforms.

20. Core Themes
Engender UNITY around the problem of—
and solution for HIV/AIDS.
Instill HOPE about the possibility of
reducing the spread of HIV.
EMPOWER individuals to take personal
action.

21. Calls to Action
Be Informed
Act with Respect
Talk Openly
Use a Condom
Get Tested—and Treated
Get Involved

22. Communications Strategy
Elevate the public’s knowledge and
understanding of domestic HIV/AIDS
epidemic
Reach and engage those most affected by
HIV/AIDS, specifically Black Americans
Prioritize communities hard hit by
HIV/AIDS

23. Priority Areas
Based on HIV/AIDS Prevalence and Incidence
Atlanta, GA Jacksonville, FL
Baltimore, MD Kansas City, MO
Baton Rouge, LA Little Rock, AR
Birmingham, AL Los Angeles, CA
Chicago, IL Memphis, TN
Cincinnati, OH Miami, FL
Cleveland, OH New Orleans, LA
Columbia, SC New York, NY
Columbus, OH Newark, NJ
Dallas / Ft. Worth, TX Oakland, CA
Denver, CO Orlando, FL
Detroit, MI Philadelphia, PA
Durham, NC Richmond, VA
Gary, IN San Francisco, CA
Houston, TX St. Louis, MO
Jackson, MS Washington, DC

24. We Are Greater Than AIDS

25. Greater Than AIDS
Year 1, June 2009 to date

26. Greater Than AIDS National Campaign
Media Placements, Sept 2009 – May 2010
Detroit
Cleveland New York
San Francisco Newark
Gary Columbus Philadelphia
Oakland Chicago
Baltimore
Kansas City Cincinnati
Denver Washington, DC
Richmond
St. Louis
Los Angeles
Memphis Durham
Little Rock
Columbia
Atlanta
Birmingham
Fort Worth
Jackson
Dallas
Jacksonville
Houston Baton Rouge
CBS Outdoor (759 placements, 22 markets)
Orlando
Clear Channel Outdoor (1,530 placements, 19 markets) New Orleans
Blu Line Media (2,500 placements, 11 markets)
Clear Channel Radio (2,347 placements, 69 stations) Miami
American Urban Radio Network (296 placements, 3 stations)
ESSENCE Magazine (Monthly ads; nationwide circulation to 8.1 million women each month)
ESSENCE.com
*NOTE: Radio placements 9/15/09 – 3/29/10
Priority Markets Noted

28. Greater Than AIDS Core Campaign
MSM Specific Placements, Phase 1
Outdoor Placements
Print ads
Online Promotions

29. Greater Than AIDS National Campaign
State Partnerships
Texas Department of State Health Services Florida Department of Health & Bureau of HIV/AIDS
Local Tag: 2-1-1 Local Tag: 800-FLA-AIDS
1,140 Outdoor Media Placements, Phase 1 489 Outdoor Media Placements, Phase 1
Jacksonville
Daytona Beach
Orlando
Dallas-Fort Worth
Tampa Bay
Houston Miami
Fort Lauderdale
San Antonio
West Palm Beach

30. Greater Than AIDS National Campaign
Supporting Local HIV/AIDS Information Resources
California Chicago New York City Washington, DC
800-367-AIDS 800-243-2437 800-TALK-HIV 3-1-1
893 Outdoor Media 239 Outdoor Media 285 Outdoor Media 514 Outdoor Media
Placements, Phase 1 Placements, Phase 1 Placements, Phase 1 Placements, Phase 1
Chicago
San Francisco
Oakland
Washington, DC
Los Angeles New York
City

31. Greater Than AIDS National Campaign
Community Partnerships
The United Way of the Mid-South San Francisco AIDS Foundation
400 Outdoor Media Placements in Memphis, TN Free HIV Testing Cross Promotion

32. Greater Than AIDS Partners in Texas
National Partners Radio One American Urban Radio
BET Dallas Network (AURN)
ESSENCE 97.9 KBFB-FM Bryan
Interactive One 94.5 KSOC-FM 101.9 KZTR-FM
Fort Worth
MTV Houston Corpus Christi
Dallas
Houston
97.9 KBXX-FM 102.9 KNDA-FM
CBS Outdoor 102.1 KMJQ-FM Dallas
Abilene/Sweetwater 92.1 KROI-FM 730 KKDA-AM
Beaumont-Port Arthur Hooks
Priority Markets Noted Dallas/Fort Worth TV One 103.5 KZRB-FM
Houston-Galveston Athens Houston
San Antonio Austin 1500 KANI-AM
CBS Radio Tyler-Longview Bryan Killeen
Dallas Corpus Christi 103.1 KSSM-FM
1003. KJKK-FM Clear Channel Outdoor Dallas 1050 RMY-AM
105.3 KRLD-FM Dallas/Fort Worth El Paso Marshall
98.7 KLUV-FM El Paso Fort Worth 1450 KMHT-AM
107.5 KMVK-FM Houston Georgetown
1080 KRLD-AM San Antonio Henderson National Newspaper
103.7 KVIL-FM Houston Publishers Association
Houston Blu Line Media Jacksonville Austin
95.7 KKHH-FM Austin Lubbock Dallas
650 KIKK-AM Corpus Christi Mt. Pleasant Houston
610 KILT-AM Dallas Odessa Longview
100.3 KILT-FM Fort Worth Tyler Lubbock
96.5 KHMX-FM El Paso Sulphur Springs Plano
101.1 KLOL-FM Houston San Antonio San Antonio
Laredo Vernon Tyler
Clear Channel Urban Radio Denton County
Killeen Lubbock
92.3 KIIZ-FM San Antonio

33. Texas Outdoor Media (9/09-6/10)
Interior Mall
Billboards Posters TOTAL
Bus Ads Kiosks
Dallas-
15 100 300 4 419
Fort Worth
Houston 9 50 300 7 359
San
5 50 300 355
Antonio
Dallas-Fort Worth
Houston
San Antonio

34. Community Events in Texas
Magic Johnson Pool Tournament and Testing Event
Free HIV testing during the NBA All-Star Weekend, jointly organized
by the Black AIDS Institute and the Urban League of Greater Dallas.
February 2010
Dallas, TX

35. Greater Than AIDS Company Commitments
Clear Channel Radio Network
Clear Channel Creative Services Group
produced Greater Than AIDS PSAs for
distribution across the Clear Channel Radio
Network.
A Greater Than AIDS customized micro-
webpage provides information about HIV/AIDS
and links from all Clear Channel station
websites.
Greater Than AIDS is working with stations in
priority markets on cross promotions and special
events.
Clear Channel and Greater Than AIDS are
collaborating on a :30 minute public affairs
show for radio.
Clear Channel Outdoor also provides significant
placement for Greater Than AIDS PSAs across
the nation.

36. Greater Than AIDS Company Commitments
ESSENCE
ESSENCE.com features customized Greater Than
AIDS content, including an HIV/AIDS “quiz,”
monthly editorials and special interviews.
Each day in the month of February, ESSENCE
tweeted 28 ways to be “Greater Than AIDS”
ESSENCE provides high-profile placement for
Greater Than AIDS PSAs in the magazine.
Greater Than AIDS in collaboration with the Black
AIDS Institute provided free HIV testing onsite at
the 2009 ESSENCE Music Festival.

37. Greater Than AIDS Special Promotion
with GYT: Get Yourself Tested Campaign
BE GREATER THAN AIDS: Greater Than AIDS teams up with GYT: Get
Yourself Tested campaign to promote HIV and
Get Yourself Tested Week
STD testing in 10 cities in lead up to National HIV
Testing Day (June 27, 2010).
Targeted media promotions will encourage
individuals to get tested for HIV. Online
resources will direct to area testing locations and
highlight National HIV Testing Day activities.
ATLANTA ▪ CHICAGO ▪ CLEVELAND ▪
DALLAS ▪ HOUSTON ▪
LOS ANGELES
MIAMI ▪ NEW JERSEY ▪ NEW YORK
CITY ▪ WASHINGTON, DC
Planned Parenthood Federation of America is
June 19 – June 27, 2010 working to secure free testing for the week.
Additional testing centers identified by the CDC,
state & local health departments also being
highlighted as part of the promotion.

38. Greater Than AIDS Core Campaign
Community Activities & Local Events
Free HIV Testing during NBA All Stars in HBCU Student Summit in Atlanta, February 2010
Dallas, February 2010
ESSENCE Music Festival 2009
“Greater than AIDS”
Reception at
Congressional Black
Caucus Annual
Serena Williams will.i.am Jamie Foxx
Legislative Conference,
Angela Burt Murray, Editor, ESSENCE and
Jeff Crowley, Office of National AIDS Policy September 2009
Elton John Post Oscars Party, March 2010