Laying the Groundwork for a New HIV/AIDS Public Awareness Campaign

The New York AIDS Coalition (NYAC) is an alliance of more than 200 HIV/AIDS service organizations in New York City and State. Recently, NYAC’s members became aware that the general public is still uneducated and apathetic about HIV/AIDS. To assess the current status of the general public’s knowledge of HIV/AIDS, the Capstone team was asked to conduct preliminary marketing research for a new citywide HIV/AIDS educational campaign that would help build awareness of, and interest in the disease across New York City. The team performed a comprehensive study to identify common perceptions of HIV/AIDS, as well as effective social marketing strategies. The team’s research revealed a persistence of stigma toward the disease and lack of realism in past HIV/AIDS public awareness campaigns. The team also identified five recommendations that a marketing or PR firm can use when implementing this campaign.