World AIDS Day Toolkit

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1 World AIDS Day Toolkit Florida HIV/AIDS and Hepatitis Program 1

2 World AIDS Day 2013 Toolkit At the end of 2012, 98,530 Florida residents were known to be living with HIV/AIDS. In fact, in 2011, Florida ranked third in the nation with 2,775 AIDS cases being reported. Florida ranked second in the nation with 5,388 HIV cases being reported in 2011 (most recent year available for US data). To understand the magnitude that HIV/AIDS has had on Floridians, look at some quick facts: Florida ranks third in the nation in the number of AIDS cases At the end of 2012, 98,530 adults in Florida were living with HIV/AIDS Blacks comprise 15% of Florida s adult population, but represent 49% of persons living with HIV/AIDS as reported in 2012 At least 1 in 61 black women in Florida are living with HIV/AIDS as reported in At least 1 in 40 black men in Florida are living with HIV/AIDS as reported in For 22 consecutive years ( ), HIV/AIDS has been the leading cause of death for black females between the ages 25 44, but dropped to 2 nd since In 2012, HIV dropped to the 4 th leading cause of death among blacks. The proportion of all newly reported adult HIV cases among Hispanics increased from 19% in 2003 to 23% in At least 1 in 111 Hispanic men in Florida are living with HIV/AIIDS as reported in At least 1 in 462 Hispanic women in Florida are living with HIV/AIDS as reported in In 2011, HIV was the 6 th leading cause of death for Hispanic men and 8 th leading cause of death for Hispanic women in Florida. At least 1 in 22 men who have sex with men (MSM) are living with HIV/AIDS The Florida Department of Health, HIV/AIDS and Hepatitis Program joins world, federal, state, and community partners in recognizing Sunday, December 1, 2013 as World AIDS Day (WAD), a global initiative to encourage countries and communities to take a stand against HIV/AIDS. The day is an opportunity for public and private partners to spread awareness about the status of the pandemic and encourage progress in HIV/AIDS prevention, treatment and care in high 2

3 prevalence counties and around the world. The fight against HIV/AIDS can be recognized not only on World AIDS Day, but all through December and every day of the year. Getting to Zero: World AIDS Day Theme The theme of World AIDS Days is "Getting to Zero: Zero New HIV Infections. Zero Discrimination. Zero AIDS Related deaths". The World AIDS Day Campaign focus on "Zero AIDS related deaths" signifies a push towards greater access to treatment for all. World AIDS Day provides an opportunity to address HIV/AIDS disparities, HIV related stigma, blame, and spark dialogue about stopping the spread of HIV/AIDS among all populations. Far too many Floridians are becoming infected with HIV, a preventable disease. HIV not only changes the lives of those infected, but it changes the lives of their families, friends, and community. The focus on Getting to Zero reaffirms Florida s commitment to addressing HIV/AIDS and supports the goals of the National HIV/AIDS Strategy. It is critical to continue to support HIV prevention efforts, educate Floridians about HIV/AIDS, know one s HIV status, stop stigma and blame, and to continue supporting those statewide who fight to stop the spread of HIV/AIDS. Who is This Toolkit For? This toolkit was designed to assist individuals and organizations in their planning of WAD events and activities. Keep in mind, that the activities mentioned in this toolkit are only ideas. Feel free to tailor the activities to meet your organization's needs or goals as this information is provided only as a means to facilitate activities. What is Included in This Toolkit? This tool kit contains a number of resources that will assist you in planning and implementing different WAD observance activities in your community. This toolkit will assist you in creating and publicizing your group's event. As events are planned, we encourage you to submit them to by clicking on the Spread the Word box in the lower left hand corner. While posting your event, feel free to look at the event calendar to see what other groups have planned to raise awareness about WAD which may stimulate further ideas or help you join an existing event. 3

4 How Can I Observe World AIDS Day Guide You can bring World AIDS Day to life in your community by organizing special events to raise the awareness of the role that individuals and communities can play in preventing the spread of HIV. This year s theme, Getting to Zero emphasizes the role that we all play in helping to stop the spread of HIV. We are asking that you plan events in your community that promote routine HIV testing and encourage individuals and their partners to know their HIV status. This section provides tips to help you plan successful WAD events and offers examples of events that you can host to attract attention and support from community members, local government officials, legislators, business leaders and the media. In observance of World AIDS Day 2013, the HIV/AIDS and Hepatitis Program encourages you to support the efforts to mobilize Floridians where they live, work, play and worship. Get People Involved Once you decide you want to host an activity for World AIDS Day in your community, the first step is to let key people know about the opportunity and get their support. Support from all levels of your organization or institution will ensure a successful event for your community. In many settings you may need to get approval before hosting an event; familiarize yourself with the approval process in your community and be sure individuals involved in that process are contacted at the beginning of the planning process. Below is a list of ideas of who you might want to talk to during the planning stages based on different settings. This list is a guide to get you thinking about who you should talk to in your communities. Schools Principal Parent Associations Teachers School Activity Groups, e.g. sports teams, clubs, etc. Faith Based Communities Rabbi, Imam, Pastor, Elders or other Religious Leader Social Groups within your faith based community Congregants Businesses Direct Supervisor, Managers Co workers Business Networking Groups 4

5 Human Resources Union Seven Tips for Successful Event Planning 1) Focus your event. Keep in mind the audience and theme for WAD. Plan events that are appropriate for the audience you plan to target and that also highlight the observance theme. Examples of successful events include town hall meetings, community roundtables, health fairs, proclamation signings celebrations, and hosting online community forums or town halls on Twitter. 2) Organize a comprehensive participant and speaker list. When hosting events where there will be speakers, remember to provide confirmed speakers with an agenda and time limit for their remarks. If possible, obtain copies of their remarks ahead of time to ensure many perspectives are showcased and no topic is repeated. Assign someone as a timekeeper who will be aware of time and will work to keep the event on schedule. 3) Schedule your event around WAD activities. Strengthen and coordinate your event with the activities of other organizations. Consider partnering with civic groups, hospitals, universities, social service providers, or faith organizations to share resources, cut costs, simplify your event planning, and also to promote your event. 4) Be accessible. Choose a location that can easily accommodate members of the media and those with special needs. Examples include public parks, community centers, and space at local businesses. To maximize photo opportunities, ensure your location is visually appealing and hang signage that includes both the event and your organization s name for easy identification. Make sure your check in location is easy to find and assign someone to be available to media. This person should be able to easily locate spokespeople during the event as well as answer basic questions about the event and WAD. 5) Secure a back up venue. If your event is taking place outdoors, make sure to include alternative locations in your correspondence with attendees, speakers, moderators, and the media. If this is not possible, make sure you communicate the event will take place rain or shine. 6) Plan for a back up speaker. Identify an alternate speaker in case your keynote speaker becomes sick or has a last minute scheduling conflict. 7) Create a run of show. Develop a schedule for your event to share with the speakers, moderators and other participants. Ask that they arrive at least a half hour early and designate a private space where they can prepare. 5

6 Event Planning Timeline Planning is critical to the success of any outreach effort. Below is an event planning timeline to help assist you with planning your WAD events. 4 Weeks Before: Secure event location Enlist the help of a community partner to help you plan and promote your event Meet with those who will be valuable in your event coordination, such as local businesses, local government agencies, key leaders, organizations, and media partners Determine technology for online events Begin sending your WAD letter to the editor for placement in local newspaper(s) Reach out to potential sponsors for donations Reach out to health experts to participate in events Distribute PSAs to local radio stations Begin promoting local events by using communication tools already at your fingertips, such as publications, e mail lists, bulletin boards and announcements Highlight WAD during staff meetings and presentations Begin promoting public and online events on Facebook, Twitter and other online venues Post your event on the We Make the Change event calendar at Decide what media, if any, you would like to invite to your event 3 Weeks Before: Invite and confirm public health partners and local stakeholders Send event invitations to the general public Begin broadcasting PSAs on local radio stations 6

7 Continue promoting events using communication and social media tools 2 Weeks Before: Finalize event logistics Continue promoting events using communication social media tools 1 Week Before: Send out media advisory Follow up with local media Purchase or collect donated food and beverages Confirm VIP attendees Continue promoting events using communication and social media tools Week of Event: Distribute press release Test technology and equipment for event Conduct a run through before the event Hold your event and enjoy! 7

8 Suggested Activities or Events Below is a list of relatively easy activities that can be undertaken in your community to acknowledge the observance of WAD. Should you decide to implement any activities, consider tailoring them to meet the needs of your community. Getting to Zero Challenge The World AIDS Day Campaign focus on "Zero AIDS related deaths" signifies a push towards greater access to treatment for all. As individuals, Getting to Zero is also a call to action for involvement on community and personal levels. Since the early days of the AIDS epidemic, individuals have played significant roles in advocating, educating, and stopping stigma related to HIV/AIDS. World AIDS Day provided an opportunity for renewed commit to stopping the spread of HIV/AIDS. The focus of World AIDS Day this year is "Getting to Zero: Zero New HIV Infections. Zero Discrimination. Zero AIDS Related Deaths". To ensure that these things continue to be possible for millions of people infected worldwide, individuals have to commit to continuing to advocate, educate, and stop stigma. The Florida Department of Health s HIV/AIDS and Hepatitis Program wants to know what your commitment will be. This year to commemorate World AIDS Day, we challenge you to think of how you can contribute to the cause of Getting to Zero. Whether it is a personal pledge, statement of commitment, or through actions, tell us how you will help achieve this goal. Upload your response to stories. Stopping the Clock on AIDS It is estimated that that in the United States, someone is infected with HIV/AIDS every 9 ½ minutes. More than 1 million people are living with HIV/AIDS, and 1 out of 5 doesn t know they are infected. It is time to STOP AIDS! We are racing against the clock to prevent more Floridians from becoming infected with HIV/AIDS. Time doesn t stop and the clock is ticking. The Florida Department of Health s HIV/AIDS and Hepatitis Program invites you to stop the clock in one of the following ways: Candle Light Vigil: In remembrance of those lost to HIV/AIDS, vigilance for those who will become infected, and recommitment to stop AIDS, hold a candle light vigil at 9:30. Use the 9:30 to symbolize the number of person s becoming infected with HIV/AIDS in the United States. 8

9 Clock Watch: Have a clock visible and present during World AIDS Day events. During the event, have someone keep watch and record a mark per 9 ½ minutes. This will represent the number of people infected during the length of your event. Moment of Silence: At 9:30 take a moment of silence to remember those lost to AIDS and to make a personal commitment to respond. Other World AIDS Day Event Ideas Write a letter or editorial to your local newspaper and other publications: discuss the Getting to Zero theme, it s relation to your community, demonstrating support for AIDS activities in the community, or listing your events for World AIDS Day Video Screening: host screening of film or video that examines issues around Getting to Zero. Hold a discussion afterwards to open dialogue around HIV/AIDS. Art contest: invite local elementary, middle, and high school students to create art pieces centered around Getting to Zero. Display projects at World AIDS Day events. Faith Community: plan an interfaith service to commemorate World AIDS Day. Hold a forum at a local high school, public library, or community center to discuss HIV/AIDS issues. Encourage your local newspapers or school districts to sponsor essay, poetry, and/or poster contests on the specific celebration. Hold a news conference with leading city officials (e.g., Mayor, health department director) to raise public awareness of the impact HIV/AIDS has had in your community. To help increase HIV/AIDS awareness, invite other local public officials (health department officers and community leaders) to talk about the challenges remaining in the battle to fight the epidemic. Encourage the Mayor to visit a local HIV/AIDS service organization (ASO) or communitybased organization (CBO) to discuss their current activities and future plans in responding to HIV/AIDS. Convene a town hall meeting and invite local healthcare providers, policy makers, educators, community and faith based leaders, and the general public to engage in dialogue about the impact of HIV/AIDS in the community. Invite people living with HIV/AIDS to share their experiences. Hold a reception for participants immediately following the town hall meeting. 9

10 Highlight the specific observance of WAD in your community newsletter and on listservs, bulletin boards, and/or Web pages. Encourage your local radio stations to broadcast Public Service Announcements (PSA) leading up to the specific observance day in an effort to help increase HIV/AIDS awareness. Contact local newspapers and television and radio stations NOW and encourage them to develop a story on the impact of HIV/AIDS in your community and/or let them know of your availability to be interviewed. Contact your local television and radio stations to participate as a guest on locally produced "morning" shows and/or radio call in shows. World AIDS Day Event Ideas for Non-Profits Obtain resources, partnerships and secure funds as needed to host events and create materials. Submit a proclamation to your agency board stating that your organization recognizes World AIDS Day. Wear/distribute to others a red ribbon as a symbol of hope to work sites, schools and community groups. Contact schools, businesses, clergy, health care organizations and local agencies and encourage their scheduling of prevention seminars or DVD showings for their clients/staff on behalf of World AIDS Day. Hold a candlelight vigil at a public park or at your agency with singers, rappers, musicians, poets, dancers, performers and story tellers. Decorate a World AIDS Day tree, bulletin board, etc., in memory of those who have died of AIDS in your agency lobby. Distribute World AIDS Day information: o place World AIDS Day information and links on your agency's web site; o encourage your agency to display posters, flyers, or brochures in your lobby and in your lunch rooms; o or send announcements about events, activities and resources using your agency's e mail address books, mailings, newsletters and electronic bulletins. 10

11 Write a letter or editorial to your local newspaper and other publications demonstrating support or listing your events for World AIDS Day In addition, take photos of your events and send follow up stories. Contact the NAMES Project and bring The AIDS Memorial Quilt to your agency or sew a square onto the quilt, (404) ; Display exhibits, posters, flyers, videos, or brochures about HIV/AIDS at a public setting, event, library, courthouse or during an existing community event. Participate with other existing World AIDS Day planning groups and coalitions to host events. World AIDS Day Events for Faith-based Organizations Hold candle light memorials. Contact your local AIDS ministry and coordinate to involve other congregations and faith communities. Encourage your religious leaders to speak about AIDS discrimination and stigma, or observe a moment of silence in sermons. Hold a health or information fair. Invite guest speakers to discuss HIV. Make a quilt. Facilitate a panel discussion with faith leaders that addresses HIV. Host an inter faith breakfast or luncheon. World AIDS Day Event Ideas for Schools Set aside class time for a special lesson or speaker on HIV/AIDS or start a peer education program. Participate in planning a special session for the community to learn about talking with children and teenagers about HIV/AIDS. Obtain or create a website, brochure or video for teaching parents the facts about HIV/AIDS. 11

12 Invite a person living with AIDS or health care worker to come and talk to students about HIV/AIDS discrimination. Sponsor a poster, T shirt, exhibit, or bumper sticker design contest for the 2013 theme and slogan. Create a special HIV/AIDS writing assignment for WAD: essay, poem, book report, brochure, poster or research report. Air public service announcements about HIV/AIDS over the school's public address system or cable TV program. Distribute red ribbons and information about HIV/AIDS at an exhibit set up in the school. Make a long term commitment to develop and support HIV prevention education in the context of comprehensive school health education. Decorate trees, school buildings, classrooms, lamp posts, or fences with red ribbon. Prepare a current events bulletin board for students to fill with newspaper articles about HIV/AIDS. Bring AIDS Memorial Quilt to your school. Contact the National High School Quilt Program, NAMES Project Foundation, (404) ; Role play to make students aware of instances of discrimination associated with HIV/AIDS. Create a board game/quiz on HIV/AIDS facts. Develop a pen pal exchange between students and persons affected in different cities and countries. Write a letter or article for the school newspaper or website about HIV/AIDS. Plan a special session for the parents to learn about talking with their children about HIV/AIDS. Obtain or create a video for teaching parents the facts about HIV/AIDS. Show videos in which other teens talk about their personal experiences with HIV/AIDS. 12

13 World AIDS Day Event Ideas for Businesses Ask your employer to help establish December 1 as a day to address the issue of HIV/AIDS in your workplace. Organize a meeting or planning committee to plan for World AIDS Day activities. Organize a meeting to establish or clarify office policies concerning HIV/AIDS education and awareness. Educate employees on the protection of people with HIV/AIDS and on nondiscrimination laws: o list fact sheets on company's website; or o invite guest speakers. Educate employees about the prevention of HIV/AIDS: o display posters, flyers, brochures ; o invite guest speakers; o provide information through employee newsletters, payroll stuffers, e mail messages and web pages; o or emphasize family awareness and encourage employees and co workers to educate their families about HIV prevention. Make long term commitment for comprehensive HIV workplace prevention education to include: policy development, training of managers, supervisors, and executives in that policy; employee and family education; and the development of corporate/community service volunteerism. Have your company sponsor community events: o donate products to local HIV/AIDS programs; o organize an AIDS fundraising event (run, walk, bike); o set up display in a public building; o or form a team to participate in a local AIDS walk. Distribute World AIDS Day information: o submit a proclamation to your employer stating that your business recognizes World AIDS Day; o develop cards with the World AIDS Day logo, your business logo, and the national and local AIDS hotline numbers; o encourage your office to display posters, flyers, or brochures by company mailboxes or break rooms; o or insert World AIDS Day materials or red ribbons in pay check envelopes. Retail businesses: o place a World AIDS Day poster in your window; 13

14 o o place information pamphlets about AIDS at the checkout counters, waiting areas or lobbies; or donate products and services to groups planning events for World AIDS Day. Be sure to let others know how you will observe World AIDS Day! Post your events on the We Make the Change calendar at How Your Community Can Get Involved Local events are most successful when individual participants are encouraged to take action in response to HIV/AIDS. Here are some actions you can suggest. Get tested for HIV Talk with your health care provider about your risks for HIV Learn about the risk factors for acquiring HIV Decide not to engage in high risk behaviors Practice safer methods to prevent HIV Talk about HIV prevention with family, friends and colleagues Tell people about why this day is important to you Talk about the epidemic s impact on your community with friends and family Provide support to people living with HIV/AIDS Volunteer at a local organization that serves people living with HIV Ask community leaders to increase their response to addressing the epidemic Get involved with or host an event for the awareness day in your community Help fund an event for the day or support it with in kind donations 14

15 Media Outreach There are few better times to draw attention to the work of HIV prevention advocates and their critical role in preventing the spread of HIV than World AIDS Day. This yearly observance is your chance to spread the word about HIV prevention and the importance of routine HIV testing. As you reach out to your local media to increase awareness of what you are doing and why supporting your prevention efforts is important, the following tips will help you focus your efforts and craft an impactful story. *Note: the following information on media applies only to community members. DOH staff should work with their supervisor and public information officer on all issues related to media. Who Should I Talk To? When reaching out to a local newspaper, you will need to determine which journalists can help share your story with the largest group of people possible or which reporters are read or listened to by key decision makers and target audiences most. To identify the best reporter to contact, review the past few months of news coverage from TV outlets, magazines, newspapers and online. Use Google News, Factiva, LexisNexis or another preferred search engine to search through recent news published in your area and create a list of reporters for your outreach. Choose reporters who cover public health, health care, feature and lifestyle beats. Media directories often include a reporter s beat, but you can also determine a reporter s beat by reviewing several weeks of coverage. This review will help you determine if a reporter covers City Hall, the State Legislature, health and science or education. You ll note that at smaller newspapers a reporter will cover a variety of issues, so you can always confirm by calling the newspaper directly. If you already have a relationship with a reporter, make sure to reference that when pitching your story. When Should I Pitch My Story? You need to be prepared for your pitch. Reporters don t have a lot of time and they receive a lot of pitches. Your pitch should stand out by providing the important information fast, and should be short and to the point. Review the talking points provided in this toolkit to help draft your pitch. Your pitch should be in the body of an e mail along with the press release below it. Follow up with the editor/reporter with a phone call within one to two days. The following steps are the basic rules of thumb for when and how to first contact journalists. Print Media Make contact one or two days in advance of your WAD event. Send a pitch e mail with your press release. If you contact the reporter two days in advance, send a reminder e mail the day before. After you send your pitch, follow up with a phone call. Call during the middle of the day, 15

16 between 10 a.m. and 2 p.m. Reporters are usually on deadline from the middle of the afternoon until the end of the day. If you get an editor or reporter on the phone, explain what makes your story newsworthy or interesting. Why should the reporter care about WAD in your community? What sets your event or program apart from the rest of what is going on in your community? Online Media Television Radio More media outlets are publishing exclusively online and, fortunately, many of the same rules apply when working with these journalists as do when working with traditional journalists. As with traditional journalists, be sure to read their recent stories. This will give you a frame of reference when pitching and give you a sense of what they have already covered. Journalists appreciate when you have done your homework. Follow the same steps from the print section of the toolkit when working with online reporters. Because they publish online, they are likely to post stories even more frequently than their traditional counterparts so your story could appear within hours if they are truly interested. Make sure you are able to supply them with all the pertinent information (background, photos, links, research, etc.) when you make contact. Call the beat reporter or the assignment desk of your local television station one or two days in advance of your WAD event making sure to place the call during the middle of the day. Repeat the call to the assignment desk early in the morning the day of your WAD event. Try to call before 8:30 a.m. to allow the station time to send a camera crew and reporter should they choose to cover it. When pitching to the assignment desk or beat reporter, make sure to explain the main purpose of your event to the community. Discuss what visuals you can offer them for B roll, which is extra footage television stations use during story packages. The earlier you contact radio stations the better. Pitch radio stations the day before the event between 7:30 a.m. and 8:30 a.m. and then after 10 a.m. to reach reporters before and after their morning drive time shows. Let the reporter know if there will be a distinctive sound at your event. Sounds always make for a more appealing radio story. 16

17 Interviewing: Why Are We Here? Reporters sit down with you because they want to tell a good story. They want something that will interest their readers/viewers and convince them there is a problem that needs to be addressed. Your role in the interview is to explain why there is a problem, how individuals and communities can contribute to making changes and what benefit those changes can provide. Tips for a Good Interview Talk in lay terms, using as little professional or technical jargon as possible. Tell stories and anecdotes that illustrate your point and give examples. Keep the answers short, use simple statements and speak in complete thoughts. The reporter s question may be edited out and your response should stand on its own. This is especially important for television interviews. Before you speak, think about what you want to say. Define two to three main points you would like to make about your subject. Anticipate questions the reporter might ask and have responses ready. Never say anything you do not want to read in print, hear on the radio, or see on television or the Internet. Before Your Interview, Be Prepared Before you go into the interview, familiarize yourself with the WAD messages, pertinent local statistics and activities you will be discussing. Prepare simple and solid key points, including statistics and examples of interest. Use the sample talking points provided in this toolkit and create your own list of important local messages before the interview. Anticipate the reporter s questions, especially the hard ones. Answer difficult questions as briefly as possible and then bridge to your key messages. If you can provide the reporter with a written summary of information, main points or statistics in advance of your interview, do so. Reporters always need perspective, so anticipate and prepare to answer the following questions: How many people are infected? When did the issue arise? Is this part of a national trend? Don t hesitate to put the issue into perspective, even if the reporter doesn t ask. At the Interview Should you secure an interview, localize the WAD story by telling the reporter how your community is working to help make Florida healthier and stop the spread of HIV. 17

18 Use local statistics to illustrate the facts and prove why increasing routine testing is vitally important to the health of this community. Repeat your message again and again until you know it has gotten through. Keep responses brief and succinct, but long enough to help the reporter get substantial quotes. Stick to your main points and do not allow yourself to get drawn too far off on tangents. Many people make the mistake of talking too much. Repeat your points if necessary to get back on track. Make eye contact with the reporter. Don t overestimate a reporter s knowledge of your subject. If a reporter bases questions on information you believe is incorrect, do not hesitate to set the record straight. Offer background information when necessary. If you do not understand a question, ask for clarification rather than talking around it. If you do not have the answer, say so. Tell the reporter where to find the information, if possible. Use phrases people will understand. Avoid, or at least explain acronyms and steer clear of complicated jargon. The easier you make the story to write by eliminating the need for extra research, the more control you have over what is written. Make your final comment clear and concise, reemphasizing your main point. If you feel that you failed to get the message out, repeat it at the end of the interview. At the end of the interview, offer more information and resources to help a reporter write the story. Remember As you wait for the interview, don t say anything that you wouldn t want quoted. The microphone is always on. When the interviewer asks you a question, wait for that person to finish before you speak. Once you finish your answer, wait for your next question. Don t try to fill empty space you ll look silly or say something you regret. Stay still, eyes locked in place and answer the questions in a short and simple way. Relax! 18

19 Tips for Writing a Successful News Release Good news releases provide the foundation for good news stories: the who, what, where, when, why and how about an issue. A news release is often written in third person and generally includes the following: Quotes from a public health leader Compelling statistics: not too many, but enough to make your point. Information relating to who is involved, how this is a problem, what can be done about it, where the problem (or solution) is occurring, and most importantly, why it is a problem. In addition to telling the story in the body of your press release, the following instructions will inform reporters and editors about all the necessary particulars: Timing: Include directions about when the information can be released (e.g., For Immediate Release). Contact information: Include a contact person, organization name, phone and fax number, and e mail address. Headline: Begin with a concise, catchy, understandable title to show what the news release is about. Summary: Write a concise body of text, generally a few sentences long, summarizing the announcement. Body: Always start the first sentence in the following format: city, state (or country), month, day, year. Then launch into the story itself. Keep your sentences short and to the point. The purpose of the body is a continuation of the summary portion of the press release. This is where you give in depth details regarding your announcement. About: Include a sentence or two about your organization with a link to your Web site, additional resources and social media sites. Try to keep your news release to 1 2 pages in length. 19

20 Sample Media/Newsletter or Listserv Announcement Cut and paste this text into your newsletter, listserv, or press release. Add local details and quotes from your organization. This year, an estimated 56,300 people will be infected with HIV in the United States. One in 5 of the more than one million people living with HIV is unaware of his or her infection. This year, in recognition of World AIDS Day on December 1, [insert organization] encourages all citizens of [enter city] to get tested for HIV. The only way to know for sure if you have HIV is to get tested. You could have HIV and still feel healthy. Many doctors recommend HIV testing for all teens and adults between the ages of 13 and 64. It's especially important to get tested regularly if you are at high risk of infection. Get tested for HIV at least once a year if you: Have unprotected sex (sex without a condom) with someone who might have HIV. Have sex with men who have sex with men. Use drugs with needles. Have a sex partner who is HIV positive. Have had a sexually transmitted disease (STD) Learn more about HIV/AIDS and how to prevent this disease. Add details about your local activities. Include a quote from your organization. For more information, visit [insert your organization information]. To find an HIV testing location near you, text your zip code to or use this online locator ( Tracking Media Coverage If you are distributing information to the media, plan ahead of time to track your coverage. There are both paid and free resources to track media coverage. Free media tracking resources search for news articles based on your specific search term(s) and a date range. Some tracking services will send automatic alerts to notify you when your event and/or keywords are mentioned. Paid media tracking typically captures a wider range of media stories (both print and online) than free Internet search tools. Paid media tracking sources search within certain locations, 20

21 news outlet types, and/or specific dates. Some paid media tracking tools offer alerts and the ability to search archived Web and print news; they also allow users to tailor searches to obtain the most relevant media stories. Other paid media services monitor all forms of social media, including blogs, top video and image sharing sites, forums, opinion sites, mainstream online media, and Twitter. Be sure to share media coverage with your community partners, stakeholders, and all those who helped you plan and promote your event. Post a summary of media coverage on your organization s web site. No matter the size or success of your event, remember that your efforts are key to educating the public about important health issues. 21

22 How to Make Social Media Work for You During World AIDS Day, in addition to our traditional outreach methods, we ask you to leverage your social media resources to help spread the word. The best way to engage the public is through a personalized message that they can view and share. The following are a few tips to help engage your online network. Social media allows you to enhance your offline activities and should be integrated into the other work you do. Below are explanations of social media tools and how best you can use them to bring attention to your WAD activities. Twitter: ( Twitter, a real time, short messaging service, allows you to spread the word about your activities. Using your organization s Twitter handle (easy and free to create if you don t already have one), you can send messages about your event in short (140 characters or less) messages that can be easily retweeted by other users who would like to share your tweets. This is a great way to announce your event or provide updates. Use the official Florida WAD hash tag, #FLWAD, in your tweets so that users can easily search for what you and others are saying about WAD. It s also best to tweet multiple times leading up to WAD in order to build anticipation. Remember to answer any questions about WAD that you receive through Twitter. Providing responses is another way to keep your followers informed and excited about your work. Facebook: ( Facebook is a social networking web site that connects people with others who work, study and live around them. If you or your organization already has a Facebook page, make sure to post information about your event on your wall or status and continue to update your page as WAD gets closer. You should also create an event page that can allow you to invite others to attend your activities. The event page can include detailed information about your event, photos and relevant websites as well as allow people to see who is also attending. You might also consider allowing your attendees to invite other people, which will expand your reach of potential participants. YouTube: ( A short (no more than one minute) video is a creative way to promote your event or activity online. Film your WAD activities or record testimonials of health experts that will entice viewers to learn more about public health, your organization and WAD. Be very careful when using copyrighted materials including music and images. Many songs, photos and movie clips require gaining the rights to use them and you could face legal action if you do not obtain permission. When in doubt, stick to original material! Also, be sure to tag your videos with WAD so they are easily searchable and increase opportunities for views. Blogs: If you or your organization hosts a blog, use it to promote your activities. Post all essential information (location, date, time, etc.) and provide frequent updates to increase reader s interest in attending. A blog can also be a forum for readers to post questions in the comments section, which you will be able to answer and potentially address in future posts. As 22

23 with the other social networking tools, be sure to tag your posts with WAD so it will appear more easily in search engines for people searching for information about WAD. E Mail: E mail is still a powerful tool to spread your message. Make sure to keep an up to date distribution list of people to receive your information; this includes deleting old contacts and removing contacts who have asked not to receive information anymore. Be sure to include links to all your social media site pages (Twitter, Facebook, YouTube, etc.) to drive more people to your online networks. You can always include a quick line and link under your signature if you don t want to seem obtrusive. Web site: Your organization s website is likely the first place visitors will go to find information about your activities. Make sure that all the information about WAD activities are listed and include all links to your social media pages. If possible, update your site frequently with the latest information so site visitors will know they can rely on your organization s site for the most up to date information. Widgets: A widget is an application that can be utilized by partners to display featured health content directly on their desktop, website or social media site. You can embed in a social network site, blog, or website. Widgets can also generally be shared with friends. You can develop your own widget or copy the code from an existing widget. Some widgets allow you to embed a photo or video viewer, conduct polls, or fundraise. Others allow you to incorporate news or headlines from other websites. ecards: ecards are electronic greeting cards that are sent to people s accounts. They are an effective and inexpensive way to reach individuals with personalized and targeted health information. People can use ecards to send a personal message as well as health messages to their friends and family. An ecard often opens with a colorful greeting, and includes a message that encourages healthy living, promotes safe activities, or celebrates a health and safetyrelated event. CDC provides a large collection of health e Cards with more than 200 cards on a wide range of health topics. You can utilize CDC s ecards to send personal health messages to your audiences. There is also the option to post thumbnail images and links to CDC ecards on your website, connecting users to the CDC ecard application where individuals can personalize and send cards to their friends, family and co workers. ecards can also be sent out by organizations to large groups of members to communicate public health events. Sample Tweets Tips to increase awareness about HIV/AIDS on Twitter: The messages below are sample tweets. To send them via Twitter, click on the URL link provided after the Tweet this message phrase. Or, copy the message and paste it to your Twitter Stream and click post. 23

24 Find an HIV testing center. Just enter your zip code and go: Be sure. The only way to know if you have HIV is to get tested. Learn more: Q. What is AIDS? A. HIV stands for human immunodeficiency virus. This is the virus that causes AIDS. Learn more: Did you know? You could have HIV and still feel healthy. Many doctors recommend HIV testing for people between the ages of 13 and 64. According about 1 out of 4 Americans with HIV are women. Women are not immune. Learn more: Did you know? African Americans make up only 13% of the U.S., yet almost half of all new HIV infections: Sample Facebook Post Each year on December 1, we pause to remember and honor those lost to HIV and AIDS. The following day, the disease begins to be slowly forgotten, while millions of people continue to deal with the struggles, challenges and stigmas associated with HIV. Every generation is known for something. How has your generation helped fight for the beginning of the #endofaids? Today is World AIDS Day, a day to wear red ribbons with pride, to raise awareness and funds for the fight against HIV and AIDS and a day to remember the people who lost their fight against the infection. [ENTER YOUR COMPANY NAME] would like to thank everyone who is helping raise money and awareness today and throughout the year! There were an estimated 34 million people living with HIV worldwide last year with 2.5 million of them being new cases. As of 2010, the Florida figure is 95,335 people known to be living with HIV/AIDS. What are you doing this World AIDS Day? Today is World AIDS Day. Be safe, know your status, and show your support and awareness. For more information, please visit aids day. 24

25 Sample World AIDS Day E card healthfinder.gov: World AIDS Day ( Sample World AIDS Day Web Badge Add this free Web badge ( to your Web site, blog, or social networking profile to show your support for World AIDS Day. Resources The following list of resources provides useful information on general HIV/AIDS information, World AIDS Day, and mobilization campaigns. Florida HIV/AIDS Hotline and Website: Website: o Chat Online hivaids hotline.html o Online HIV/AIDS Resource Database Hotline Numbers o English: FLA AIDS ( ) o Spanish: SIDA ( ) o Haitian Creole: AIDS 101 ( ) o Hearing/Speech Impaired: TDD/TTY We Make the Change: Florida HIV/AIDS & Hepatitis Program: Centers for Disease Control and Prevention: Getfreecondoms.org: 25

26 Southern AIDS Living Quilt: Test Positive Aware Network: The Body: The RCP Movement: Metropolitan Community Churches: The Balm in Gilead: Ecumenical Advocacy Alliance: alliance.ch The Black Church and HIV: The Social Justice Imperative: Kaiser Family Foundation: Global Youth Coalition on HIV/AIDS: AIDS Gov: National Association of People with AIDS: Centers for Disease Control and Prevention HIV/AIDS Resources: Know HIV/AIDS: AIDS Health: 26

27 National Alliance of State and Territorial AIDS Directors: The Black AIDS Institute: Greater than AIDS: World AIDS Campaign: 27

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