CDC is pleased to announce the newest HIV testing campaign under the CDC Act Against AIDS initiative – REASONS/RAZONES. The bilingual campaign is the agency’s first national effort to encourage HIV testing among Latino/Hispanic gay and bisexual men, who are among those hardest hit by HIV in the United States.
The campaign asks gay and bisexual Latinos “What’s your reason?/¿Cuál es tu razón?” for getting an HIV test through a series of campaign materials that feature men sharing their personal reasons for getting tested for HIV. REASONS/RAZONES uses images of family, friends, and partners to emphasize a strong sense of self, family, and community. The campaign also includes information about accessing fast, free, and confidential HIV testing. The campaign’s bold images will appear in mobile and online advertising, national and local print and outdoor/transit advertising and will be the focus of a media relations effort to generate print and broadcast news stories.
HIV is still an urgent public health issue in the United States. More than 1.1 million people are currently estimated to be living with HIV – and 50,000 more are newly infected every year. Nearly one in five of those living with HIV do not know they are infected.
Latinos are the largest and fastest-growing ethnic minority in the United States and also one of the groups most heavily affected by HIV. Latinos account for 16 percent of the population, but 21 percent of all new HIV infections. Latino gay and bisexual men account for nearly 8 out of 10 new HIV infections among Latinos in the United States, and almost 1 out of 4 new infections among gay and bisexual men of all races. Yet, too many Latino gay and bisexual men with HIV do not know they are infected. A recent study among gay and bisexual men in 21 American cities found that more than one-third (37 percent) of Latinos living with HIV were unaware of their infection. CDC data show that 70 percent of HIV positive Latino gay and bisexual men between the ages of 18 and 24 did not know their status.
REASONS/RAZONES launches today in Los Angeles and Miami on June 26, two cities with high HIV and AIDS prevalence among Latinos. The Los Angeles launch event is timed to coincide with Gay Pride, while the event in Miami coincides with National HIV Testing Day. The campaign will also have a presence in Washington, D.C. at Capital Pride events (May 29 – June 9). Roll-out in other cities will follow throughout the summer months.
CDC is committed to winning the fight against HIV among Latino gay and bisexual men, and communications campaigns like REASONS/RAZONES can help change the conversation, create a sense of urgency, and prompt people to take action. With National HIV Testing Day on the horizon, outlined below are a few ways you can promote HIV testing among Hispanic/Latino gay and bisexual men and help support REASONS/RAZONES.
Support the campaign online:
- “Like” the REASONS/RAZONES Facebook page, share or respond to our posts, and direct your followers to check out our page and our website
- Share your REASONS/RAZONES online to show how you or your organization is working to fight HIV
- Download digital banner ads from our campaign website to add to your organization’s website
- Post about it. Share the news about the new campaign throughout your network via an e-mail or posting on your organization’s website
- Example Facebook post your organization can use: Check out CDC’s new national HIV testing campaign – REASONS/RAZONES. The campaign features Latino gay and bisexual men highlighting their reasons for getting an HIV test. Share your reason for getting an HIV test on Reasons Facebook page: Facebook.com/ShareReasons
- Tweet about it. Spread the word about the campaign through Twitter by using the campaign hashtag #sharereasons and by visiting us on the Act Against AIDS Twitter page @TalkHIV
- Example tweet: CDC is launching a new national, bilingual #HIV campaign to promote HIV testing. bit.ly/Kltra5 #ShareReasons
Support the campaign in your community:
- Use the campaign materials in your local area.
- Download materials from our campaign website to distribute at community events and to provide to local venues in your city
- Co-brand the campaign materials or advertisements with your organization’s logo. For more information about cobranding, please email ActAgainstAIDS@cdc.gov
Thank you for your efforts in HIV prevention, testing, and treatment, and for your continued support of CDC and Act Against AIDS. Working together, we can stop the spread of HIV in the Latino community.