http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
refocusing national attention on the HIV crisis in the United States
Centers for Disease Control and Prevention (U.S.)
Act Against AIDS is a five-year, $45 million communications campaign designed to refocus national attention on the HIV crisis in America. Launched in 2009, CDC's Act Against AIDS campaign uses TV and radio public service announcements; print, online, airport, and transit ads; physician communications; and partnerships with leading non-profit and private sector organizations to reach the general public and populations most at risk with HIV prevention and testing messages. After three decades of AIDS, there is still an urgent need to increase awareness of HIV and the importance of prevention and testing. According to the most recent CDC data, approximately 50,000 Americans become newly infected with HIV each year, and more than 15,000 people with AIDS still die annually. Yet research has shown declining awareness and concern about AIDS among the American public, and many individuals at highest risk of infection either do not recognize their risk or believe that HIV is no longer a serious health threat. Studies indicate that those who are complacent about the threat of HIV are more likely to practice risky behaviors. Act Against AIDS features multiple communication campaigns designed to serve specific at-risk populations. Each targeted campaign, with its own unique objectives and audiences, uses an effective mix of channels and strategies to deliver HIV prevention messages that are compelling, credible, and relevant. These campaigns address basic education and awareness needs, address the specific risk reduction needs of the populations at greatest risk for HIV infection, or focus on educating health care providers about their role in HIV prevention. To maximize the reach of the Act Against AIDS campaign, CDC works closely with a number of public health, media, and other partners who distribute campaign messages and materials, broadcast public service announcements, and donate advertising space.
General awareness campaign -- Targeted campaigns -- Health care provider campaigns -- Act Against AIDS leadership initiative -- Campaigns: part of CDC's High-Impact Prevention portfolio.