Winner: New Jersey Department of Health and Senior Services and Fleishman-Hillard New York
Campaign: The 20-Minute Test that Could Save Your Love Life
New Jersey's African-American and Hispanic women suffer a disproportionate risk for HIV/AIDS, compared with the rest of the nation, and half of those living with HIV are
unaware of it. Therefore, the New Jersey Department of Health and Senior Services launched a campaign to make the public more aware of its rapid HIV test, which provides results
in 20 minutes, rather than days or weeks.
An advertising-only campaign by FH partner GMMB in 2004 had already resulted in 48 percent more calls to the New Jersey HIV/AIDS Helpline, and by 2005 the rapid HIV test was
more widely available. A new informational campaign was needed to keep building on the earlier success.
The new campaign targeted minority women between 20 and 49, developed and implemented messaging about the rapid HIV test and helpline, encouraged women to take the test and
call the helpline, and distributed condoms to promote safe sex. It focused on the 10 regions where the problem was seen as being the most pervasive.
Fleishman-Hillard distributed the information by carefully identifying 300 hair and nail salons that were willing to participate in such a sensitive project. They used eye-
catching posters and magnets to get attention, as well as brochures, branded emery boards, condoms and counter display boxes with the helpline number and Rapid HIV test
information. Public health centers were also tapped to get the materials into women's hands. A press conference before National Black HIV/AIDS Awareness Day focused attention on
the issue.
The award-winning campaign garnered more than 4,700,000 impressions in the print and broadcast media. TV segments described the grassroots initiative, resulting in nearly
220,000 positive impressions for the crucial Latina audience. Calls to the helpline increased by 90 percent - and virtually every caller asked where they, or a loved one, could be
tested.
Honorable Mentions
CMS African American Medicare Rx Campaign: Oglivy Public Relations Ogilvy's four-part PR campaign raised awareness among African-American seniors and their caregivers about the
new Medicare prescription drug program and enroll them in it. Among other accomplishments, Oglivy managed to secure celebrity endorsements from Bill Cosby and Danny Glover.
What's Under Your Hat?: Os-Cal & Duffey Communications To generate awareness of vitamin D deficiency among African-American women and promote Oscal Chewable Vitamin+D as a
solution, GlaxoSmithKline Consumer Healthcare and Duffey Communications developed a four-part campaign called "What's Under Your Hat?" The program (which included a National
Consumer Poll, a guide to bone health, press kits and forums where physicians and sufferers spoke) generated more than double the media impressions it sought.
Taking Healthcare to the Streets : NJ Family Care & MWW Group NJ FamilyCare, a free or low-cost health insurance organization, needed to re-establish relationships with
diverse community partners; it also hoped to enroll 5,000 new children. MWW Group rewrote the association's printed materials in eight different languages. A van with the NJ
FamilyCare logo delivered the message in 250 targeted settings, including school sports events, faith-based organizations, hospitals and school districts. The campaign reached
more than 50,000 families and signed up 10,000 new children.