Advertise PSAs on TV and social media to promote sources of information about diagnosis

Pillar: Diagnose
Goal: Reduce by 75% the number of all new HIV diagnoses by 2025.
Strategy: Advertise PSAs on TV and social media to promote sources of information about diagnosis.
Target: Priority populations (African American, sexual minority youth, masculine-presenting women, seniors, Native Americans).

Key Activities:

High Priority and Disruptively Innovative

  1. Use media to maintain awareness of where to go for testing.
  2. Establish a resource hotline for HIV prevention and care resources (website, counselor, health department) that will be displayed throughout the city (bus stops, digital billboards, etc.).
  3. Promote PSAs on TV and social media (data sites) with a hotline for additional information (website, counselor, health department).
  4. Create a marketing strategy in partnership with SCHD, CDC, and TDH and other grassroots organizations with strong social media presence.
  5. Create a PSA that incorporates a personal risk assessment that will display on local channels and provide testing agency information. (For instance, the PSA will state, if you fall into these categories, you might be at risk for HIV infection.)
  6. Use local magazines and community mailers such as grocery ads for advertising HIV prevention and care services.
  7. Partner with dating apps to post banners that show discount offers or incentives for providing proof of HIV test.

Key Partners

Gyms, Memphis Health and Fitness Magazine, Memphis Flyer, Out 901, Ray Rico Freelance Media Specialist, SJCRH HIV Digital communications

Potential Funding Sources

Estimated Funding Allocation

• Graphic design
• Web maintenance
• Social media
• Marketing
• Search engine marketing
Total: $23,000


(Reported annually, locally monitored more frequently)

  • # of followers
  • # of likes and shares
  • engagement scores
  • following score

Monitoring Data Source

  • Facebook analytics
  • Twitter analytics
  • Instagram analytics
  • CDC testing/linking data
  • Surveillance data