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Situation Analysis Introduction Hamdard Healthcare is a not for profit health care center in the Rogers Park and DuPage County communities that serve a largely diverse population. It is Hamdard's mission “to promote the physical and emotional health and psychological well-being of individuals and families by offering hope, help, and healing.� Hamdard Healthcare received a grant for 9 months beginning in March to raise awareness of HIV. Hamdard Healthcare is wanting to offer HIV/AIDS testing, information and counsel at little to no cost for patients; dependent upon services. Hamdard Healthcare has partnered with students at Loyola University Chicago to complete this objective. About Hamdard Healthcare Hamdard Healthcare offers primary health care as well as counseling services to the residents located near Devon Ave in Cook County and Lake Street in DuPage County. As a federally qualified health center (FQHC), Hamdard Healthcare qualifies for enhanced reimbursement from Medicare and Medicaid, as well as other benefits. In order to acquire a FQHC status a center must service an at-need or under served population and offer flexible payment methods for its clients. The population Hamdard Healthcare serves is largely an immigrant population which lies on the lower end of the economic scale. Hamdard Healthcare operates on a mixture of scheduled appointments as well as walk-ins for both of its primary care and counseling centers. Many clients are uninsured but all are required to provide a statement of income to help slide the payment scale to a more accessible outcome for the client. Hamdard Healthcare faces an interesting challenge when trying to generate awareness and educate its clients about sexual health. A large portion of the population that Hamdard serves are immigrants in Rogers Park and surrounding areas. Therefore, not only is there a language barrier that needs to be overcome but also a cultural difference. According to information provided by Hamdard Healthcare a large portion of their clientele comes from Bosnia, many of them hold traditional Islamic ideals and practice Islamic customs (Hasnain). In these customs sexual culture and dialogue about it is against social norms and in many cases offensive. Therefore, generating
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awareness and education about HIV AIDS and how to practice safe sex can be challenging for Hamdard Healthcare. For one portion of the target population of this campaign, in general, little is known about HIV. Most likely, if there is any knowledge of HIV it is limited in the scope of understanding. There is likely to be little to no formal education of safe sex practices or the hazards of engaging in risky behavior. Therefore, participants in such practices would not know how the disease is transmitted, the symptoms or side effects, or when or where they should be tested. Target Audience One portion of the target audience for the HIV awareness campaign will focus mainly on adults over the age of 18 who are first or second generation immigrants. According to Hamdard Healthcare, this demographic speaks their native tongue fluently and probably knows limited English. They work late afternoons and nights and often live with two or more of their counterparts in a single housing unit. Access to technology is limited but the group often uses Facebook to connect with friends and family who may not live close to them. The target audience according to Hamdard Healthcare: This campaign will focus on three populations: Arab (Americans), Bosnian (Americans), and South Asian (Americans). While at first seemingly disparate, Arabs, Bosnians, and many South Asians are united by their Islamic faith. Furthermore, they reside in the service area in large numbers. The target demographic’s culture - within the muslim and christian community places a stigma about the dangers and vulgarity of promiscuous sexual relations and alcohol/drug use related to HIV/AIDS exposure (Madani). The ability to reach out to current population in the United States and address the HIV awareness prevention offered at Hamdard Healthcare, could potentially thwart a successful campaign. Offering a full background on the ways HIV/AIDS can be transmitted among one another, is important to not only spread the safe practices, but also to create an open dialogue among the population. “Sociocultural factors that determine gender norms also affect the modes of transmission of sexually transmitted diseases, including HIV. Stigma and discrimination are key reasons for insufficient treatment options for people infected with HIV or diagnosed with AIDS.” (Madani). Hamdard Healthcare caters to a unique immigrant population including refugees that have come to Chicago. With a unique population comes many barriers to
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communicating and educating the target effectively. The culture and languages spoken and experienced by target demographic people is very diverse, meaning that many languages will need to be used to effectively communicate our message. Some of these languages include: Arabic, Farsi, Turkish, Berber, and Kurdish (Language Scientific). In addition, to the necessity of translating each message and substituting words that may not exist in other languages, we must be mindful that many foreigners have not had the luxury of higher education. Many immigrants and refugees may have a majority population that will not be able to understand complex explanations of the HIV virus, and we will need to make sure that we can still communicate with them the risks and importance of getting tested. Another important obstacle to keep in mind, while we are creating our campaign, is that target demographic culture believes that discussing sex, promiscuity and its consequences are a taboo. “Culturally...if a girl is caught with a boy, the consequences for both young people could range from forced arranged marriage to being monitored down to every step and movement to being essentially grounded for life in the family home, virtually imprisoned� (Salbi). Even though, young people in this culture do want to talk about sexual freedom, it is still frowned upon to act on these desires. To be able to reach multiple generations of target demographic people will be difficult. We will need to reach these people with discrete materials that they can understand in places where they congregate without disrespecting their culture. The other important demographic of the campaign is the LGBT community. In the Rogers Park location, the number of members in the LGBT community is rising as more and more members relocate to the neighborhood. While it is possible that the LGBT community can have members that overlap with the other target audience, there is a greater chance that the members of LGBT community will already have an understanding of HIV and will have less of a language barrier to overcome.
Current Knowledge of HIV Many people do not know their own HIV status, or that of spouses, because discussion about sexual health is deemed inappropriate. In addition, trying to build a dialogue on the severe repercussions of HIV/AIDS is difficult. One evidence found women in particular are discriminated against for accessing HIV/AIDS testing and treatment (Madani).
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The social stigma attached to HIV/AIDS exists in the more pronounced muslim cultures, and could become the biggest barrier in this campaign. According to an article in the US National Library of Medicine, author Memoona Hasnain states because of this social stigma, many often don’t come forward for appropriate counseling, testing, and treatment because it is deemed they were involved in “risky practices.” The reliability of the available HIV/AIDS incidence rates and mortality data is skewed because many Muslim countries do not report their statistics. In the Eastern Mediterranean Region, an estimated 700,000 people are currently living with HIV/AIDS but only 14,198 AIDS cases have been officially registered (Hasnain). Reasons for the spread of HIV in Muslim countries are open to speculation. Islam prohibits sexual intercourse outside of marriage, as well as adultery, homosexuality, and the use of drugs. This means potentially unorthodox behaviors are happening, but no one is discussing them. Men who have affairs or use drugs can give it to their wives unknowingly. The use of transmittal drugs is also a huge problem in the United States, and discussions about sexuality are considered to be a private manner. These obstacles have to be tackled in order to successfully complete the campaign. There are already numerous campaigns aimed at HIV education and prevention with the LGBT community as the target audience. According to the Kaiser Family Foundation (KFF), “Gay men are the only group in the country among whom new infections are on the rise; between 2008-2010, new infections rose 12 percent overall among gay men, and 22 percent among younger gay men ages 13-24.” About 1 in 5 gay or bisexual men realize that HIV is still a rising concern in the community and roughly 30% say it is a significant concern in their lives. Less than half of these men are aware that treatment should be started immediately once diagnosed with HIV (KFF).
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Testing Process HIV testing can be performed using a blood sample, urine sample, or an oral swab test. Hamdard Healthcare is planning to use an oral swab test during their campaign. The oral swab test is conducted by collecting oral fluid from the patient’s gums using a swab. The procedure is non-invasive, and does not require the collection of any other bodily fluids aside from saliva. The process is also painless, and provides immediate results. According to the US Center for Disease Control and Prevention (CDC) website, oral test swabs are placed within a test tube and the color change on the test strip indicator, determines whether or not the oral fluid tested positive or negative for HIV. Additionally, once the test is conducted there is not a long waiting period before a patient receives results, and because the results are ready almost immediately, patients at Hamdard can receive the results in-person right after they are tested. According to the CDC the frequency that a person should be tested for HIV depends on several risk factors. The CDC recommends that everyone between the ages of 13 and 64 be tested at least once because one and seven people within the U.S. do not know that they are infected with HIV. People can be put at a risk for contracting HIV if they have vaginal or anal sex without using a condom or a medication that prevents HIV. Additionally, people who share intravenous drug equipment, such as needles, are also at risk. Finally, if a patient is unsure of their partner’s sexual history, then they should also be tested. The CDC recommends that if a person meets these at risk qualifications that they get tested immediately. It is further recommended that if the patient continues these risky behaviors, such as unprotected sex and sharing drug injection equipment, that they should be tested at least once a year. The CDC also recommends that gay and bisexual men should be tested more frequently, every 3 to 6 months, because of the prevalence of HIV in the LGBTQ community.
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SWOT Analysis Through the research and interviews with Hamdard Healthcare’s staff, below is an assessment of the current situation at Hamdard Healthcare. Strengths ● Nurses and staff are already trained to educate about and screen for HIV ● Hamdard Healthcare provides on-site counseling for patients who receive negative or positive test results for HIV testing at no cost ● Connections with various organizations in Chicago area to provide HIV treatment for those diagnosed with HIV ● Staff on-site with ability to speak various languages for the patients and visitors coming to Hamdard Healthcare ● Hamdard Healthcare already has an established location and reputation within the community Weakness ● There are no designation locations for where patient testing will be taking place within the center ● Preparation for the upcoming HIV testing is rushed; new programs require preparation and training ● The environment within the center is out-dated, and does not provide more information within their walls on other treatments offered Opportunities ● Hamdard Healthcare has the possibility of building word-of-mouth in the local community, by offering free HIV testings at the center ● Potential of bringing in new customers ● Increase HIV awareness among the local demographic who is unfamiliar with how HIV is spread the negative side effects it has ● Utilize a digital media campaign as a potential outlet aimed towards the younger demographic near Hamdard Healthcare in Chicago area Challenges ● Target audience having limited access to media ● Reaching out to an audience of various backgrounds who believe talk about HIV to be rather inappropriate ● Target audience speaks multiple languages that might hinder effective communication ● Diverse population
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Conclusion Hamdard Healthcare has the prime location and capabilities to assess a campaign dealing with HIV awareness. After addressing and establishing procedures and overcoming issues with the target audience’s resistance to the sensitive subject, Hamdard can have a great program to both raise awareness and test its patients for HIV. Hamdard Healthcare’s ability to address patients through counseling and referrals to specialists post testing also makes it a prime candidate for the campaign. The following communication plan is aimed at achieving Hamdard Healthcare goals by capitalizing strengths and opportunities while minimizing challenges and weaknesses.
Objectives ● ● ● ●
To increase knowledge about HIV and how it affects health To administer 350 HIV tests to patients in 2016 To provide information on HIV to current and new patients To raise visibility and awareness of Hamdard Healthcare
Target Audiences Rogers Park and Edgewater Communities ● Male adults over the age of 18 that are sexually active ● The campaign will focus on three main groups: ○ Bosnian Americans ○ Arab Americans ○ And South-East Asian Americans ● These groups are often recent immigrants or live in communities with strong ties to the culture in which their ancestors immigrated from ● These men are working class and often take later shifts. ● According to Hamdard Healthcare, many of these men live in a single housing unit with two or more of their counterparts ● The SimplyMap database shows that in areas surrounding Hamdard Healthcare mostly operate in the transportation industry
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DuPage ● Male adults over the age of 18 that are sexually active ● Similar to the Rogers Park and Edgewater areas, immigrant populations are present as well as the LGBT community ● DuPage contains a larger amount of caucasian residents LGBT ● ● ● ●
Male adults over the age of 18 that are sexually active Tech savvy and often use social media platforms Typically live in single bedroom households by themselves or with a partner Often visit community locations that cater to the LGBT audience
Campaign Theme The theme we recommend is: Take Time to Test, Talk, and Prepare Addressing that conversations about HIV awareness and screenings should be open and direct amongst all cultures. You can’t fix a problem if you don’t first address that there is a problem. Reinforcing an open dialogue about HIV screenings as a positive thing. Regardless of status, it is important for everyone to be educated about safe sex practices and to know their individual status.
Key Messages HIV is a disease that can affect anyone and can hurt you if not seriously treated. ● When left untreated, HIV can develop into AIDs, a more serious autoimmune disease. ● When treated by doctors, patients affected by HIV can live normal lives. It’s important to know if you have HIV so you can live a healthy life. ● 1 in 7 people living in the United States are unaware that they have HIV ● The faster you know you have HIV, the faster you can be treated Hamdard Healthcare offers free, fast, easy, and personal HIV testing. ● Oral swab HIV testing takes only a few minutes to know the results. ● The test is non-invasive and causes no physical pain or blood.
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● It is confidential. The results will only be shared with the patient and the administrator Regardless of your HIV status, Hamdard Healthcare has ways to help you. ● Hamdard Healthcare has a network of community partners to help a patient if they test positive or negative It is alright to have concerns that’s why Hamdard Healthcare is here to help you. ● Addresses the fact that this may be a controversial topic but reinforces Hamdard Healthcare has the the means to take care of any situation
Strategies Use local leaders such as: heads of community organizations, religious groups, town alderman and politicians to start dialogue about HIV and encourage the target audience to get tested. These leaders are influential in the community and can be a reliable support system for the campaign that are not associated with Hamdard Healthcare. Recruit ambassadors to help encourage our target audience to get tested. People are less likely to adapt new habits or try something new if it contrary to their preconceived notions. These ambassadors can help start a dialogue about HIV and safe sexual practices by providing a close, first person commentary. Utilize the availability of local and ethnic media to communicate key messages to the target audience we already know that the target audiences subscribe to these forms of communication. Develop marketing materials about Hamdard Healthcare for each specific group within the target audience. Each material will contain information concerning about the free HIV screenings offered through Hamdard Healthcare, and brief HIV fact sheets for importance of screening. Create strategic social media content to drive traffic to Hamdard Healthcare’s website, and to promote HIV screening. An internal calendar will be drafted for posting times and strategies to maximize efficiency of social media posts with HIV testing content and upcoming health fair dates in Cook and DuPage Counties across all social media accounts (see Timeline below).
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Tactics Strategy 1 - Use local leaders such as: heads of community organizations, religious groups, town alderman and politicians to start dialogue about HIV and encourage the target audience to get tested. These leaders are influential in the community and can be a reliable support system for the campaign that are not associated with Hamdard Healthcare. Tactic 1: ● Identify credible stakeholders in the community which may include prominent business leaders, popular restaurant owners, or imams from local mosques (See Appendix I below for list of leaders) ● Call these leaders over the phone to ask for their support ● Explain who you are and what the campaign is for: ○ The necessity of the program ○ The grant ○ The target audience ○ Hamdard Healthcare’s facilities ○ The HIV screening process ● Invite proposed local leaders to a meeting at Hamdard Healthcare at a specified date and time different from the local ambassadors ● At the meeting discuss the following talking points about the leader’s role in the campaign: ○ To engage counterparts in their community about HIV and the HIV testing process ○ Encourage counterparts to participate in safe sex practices ○ To be a third party supporter on materials such as PSAs ○ Direct important or personal questions to Hamdard Healthcare’s staff ● Ask local leaders to pass out information to their counterparts containing the following: ○ Hamdard Healthcare’s address ○ Hamdard Healthcare’s walk-in hours for HIV screening ○ The dangers of HIV ○ How HIV is transmitted ○ The non-HIV testing services that Hamdard Healthcare can provide such as therapy and counseling ● Ask local leaders if there are any issues or questions with the campaign
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● After the meeting, reach out to the ambassadors on a bi-weekly basis with information about: ○ The status of the campaign ○ Information about new health fairs or opportunities that arise ○ If there are any questions or concerns about the campaign ○ Continued gratitude for their role and support in making the campaign work Role: Hamdard Healthcare Leaders Rationale: Local leaders can provide access to the target audience in the places that they already frequently visit as well as giving an outside voice of support towards the campaign.
Strategy 2 - Recruit ambassadors to help encourage our target audience to get tested. People are less likely to adapt new habits or try something new if it contrary to their preconceived notions. These ambassadors can help start a dialogue about HIV and safe sexual practices by providing a close, first person commentary. Tactic 1: ● Reach out to community partners to find past volunteers who can effectively communicate to that target audience (see Appendix V below) ● It will be most effective to contact people who have volunteered to help at previous Hamdard Healthcare related events. An ideal ambassador has a tie to the campaign whether it be knowledge about HIV or an emotional attachment ● Contact the volunteers from the community partners and explain who you are and what the campaign is for: ○ The necessity of the program ○ The grant ○ The target audience ○ Hamdard Healthcare’s facilities ○ The HIV screening process ● Invite proposed ambassadors to a meeting at Hamdard Healthcare at a specified date and time ● At the meeting discuss the following talking points about the ambassador’s role in the campaign: ○ To engage counterparts in their community about HIV and the HIV testing process ○ Encourage counterparts to participate in safe sex practices ○ Direct important or personal questions to Hamdard Healthcare’s staff
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● Ask ambassadors to pass out information to their counterparts containing the following: ○ Hamdard Healthcare’s address ○ Hamdard Healthcare’s walk-in hours for HIV screening ○ The dangers of HIV ○ How HIV is transmitted ○ The non-HIV testing services that Hamdard Healthcare can provide such as therapy and counseling ● Ask ambassadors if there are any issues or questions with the campaign ● After the meeting, reach out to the ambassadors on a bi-weekly basis by email with information about: ○ The status of the campaign ○ Information about new health fairs or opportunities that arise ○ If there are any questions or concerns about the campaign ○ Continued gratitude for their role and support in making the campaign work Role: Hamdard Healthcare Leaders Rationale: The ambassadors are another key network to reach the target audience. They are another group of people spreading awareness about HIV and the Take Time to Talk, Test and Prepare campaign.
Strategy 3 - Contact local and ethnic media to communicate key messages to target audience. Choose strategic media channels the target audience subscribes to, to provide information about the Hamdard Healthcare and upcoming health fair events in Cook and DuPage Counties. Tactic 1: ● Draft press release to be sent out to print media outlets (see Appendix III below) ● Send out to launch the campaign (see Timeline below) ● Information to include ○ Dates and times that HIV services are offered ○ The need and factual information about why HIV testing and safe sex practices are important ○ Explain the Take Time to Talk, Test and Prepare campaign ■ The testing process ■ The confidentiality
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■ The ease ■ The importance Role: Hamdard Healthcare Leaders Rationale: Print media is a great way to get information out to a large amount of people, especially to announce the launch of the Take Time to Test, Talk and Prepare campaign. Tactic 2: ● Draft press release to be sent out to print media outlets (see Appendix III below) ● Send out two weeks before health fairs (see Timeline below) ● Information to include ○ Dates and times of health fair ○ The need and factual information about why HIV testing and safe sex practices are important ○ Explain the Take Time to Talk, Test and Prepare campaign ■ The testing process ■ The confidentiality ■ The ease Role: Hamdard Healthcare Leaders Rationale: To use print media once again to get the news out about the health fairs and to drive traffic to them.
Tactic 3: ● Call local radio stations (see Appendix II below) ○ Explain who you are ○ Explain the Take Time to Test, Talk and Prepare campaign ○ Express the importance of the campaign but also the challenges that come along with it ● Ask about availability for an on-air interview about the campaign ● Use talk radio stations (see Appendix II below for list of stations) to have an interview that would convey the following: ○ Information about the services available at Hamdard Healthcare ○ Upcoming health fairs ○ Factual information expressing the need for HIV testing and safe sex practices Role: Hamdard Healthcare Leaders Rationale: Radio stations provide another avenue to get the message across and often radio stations are played aloud in public spaces for many people to hear.
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Tactic 4: ● Send Public Service Announcements to local radio stations (see Appendix IV below) ○ Include the following information: ■ Who you are ■ What Hamdard Healthcare does ■ The Take Time to Talk, Test and Prepare campaign ■ The need for HIV screening Role: Hamdard Healthcare Leaders Rationale: Public Service Announcements (PSAs) cost nothing. The main goal of the PSAs is to draw attention to the screenings and to raise awareness about HIV.
Strategy 4 - Develop marketing materials about Hamdard Healthcare for each specific group within the target audience. Each material will contain information concerning about the free HIV screenings offered through Hamdard Healthcare, and brief HIV fact sheets for importance of screening. Tactic 1: ● Print marketing materials to be distributed to the ambassadors and the local leaders. The flyers and fact sheets will have a similar look and feel to keep Hamdard Healthcare’s brand identity and reach the target audience with one clear voice. ○ Flyers (see Appendix VII below) ■ A physical take away for members of the target audience so they can remember the services at Hamdard Healthcare ■ To promote HIV screenings ■ To educate about the importance of HIV screening ■ Print roughly 1000 flyers ○ Fact sheet ■ Hamdard Healthcare facts to educate the audience about who, what and where the Hamdard Healthcare services ■ Statistics on HIV and the impact on the local community ■ Prevention methods
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■ Facts on HIV screenings and how the testing is performed, the time it takes, how to schedule appointments ■ Print roughly 200 fact sheets Role: Hamdard Healthcare Leaders Rationale: When meeting with the local leaders and ambassadors there should be some physical item to serve as a take away and a call to action.
Tactic 2: ● Distribute the marketing materials to local leaders and ambassadors after the meeting ○ Flyers ■ Encourage local leaders and ambassadors to distribute flyers to members of their communities ○ Fact sheet ■ Allows local leaders to be familiar with HIV and Hamdard Healthcare’s services ■ Encourage local leaders to use the fact sheet to answer questions that the target audience may have ■ Send out with press releases and feature on website Role: Hamdard Healthcare Leaders Rationale: These flyers provide a physical reminder about the campaign when distributed to the target audience. The fact sheets are useful to the ambassadors and local leaders to have a better understanding of HIV and the Take Time to Test, Talk and Prepare campaign.
Strategy 5 - Create strategic social media content to drive traffic to Hamdard Healthcare’s website, and to promote HIV screening. An internal calendar will be drafted for posting times and strategies to maximize efficiency of social media posts with HIV testing content and upcoming health fair dates in Cook and DuPage Counties across all social media accounts (see Timeline below).
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Tactic 1: ● Facebook Account ○ Photographs and multimedia images are key when available (see Appendix VI) ○ Use infographics and/or photographs when they are available to remind viewers of the time and date of events ■ Walk in testing hours ■ Health fairs ○ Link and redirect posts to Hamdard Healthcare’s website ● Twitter Account (@HamdardCenter) ○ Use mainly for linking to Facebook or website ○ Tweet the URL with a short description for website posts and Facebook posts ○ Tweet out infographics and images used to remind of events ● Website ○ To be used as the general hub for information ○ In a small section of the home page provide a spot dedicated to the campaign ○ Update regularly with information about: ■ Events ■ Campaign status ■ Fact sheet ■ Hours of testing ■ The testing process Role: Hamdard Healthcare Leaders Rationale: Social media covers another method of getting key messages out to the target audience. The platforms also allow for visitors to be redirected to Hamdard Healthcare’s website for more information.
Tactic 2: ● Utilize paid social media promotion on Facebook and Twitter accounts ○ Pay to promote tweets and posts that advertise upcoming health fairs Role: Hamdard Healthcare Leaders Rationale: Paying to promote social media posts is a guaranteed way to get your information seen by the target audience. It puts your posts at the top of the audience’s newsfeed and timeline.
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Timeline May
● Begin to implement communications campaign ● Develop content for marketing materials ○ Flyers ○ Fact Sheet ○ PSA ● Research stakeholders to become potential ambassadors or local leaders ○ LGBT ○ DuPage County ○ Rogers Park Community ● Hold meeting at TBD location to provide information for stakeholders and future ambassador of involvement ○ Social media posts ○ Hamdard Healthcare website ■ Schedule appointments ● Post weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support
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June
● Finish developing marketing material related to audience and print: ○ Fact Sheet ○ Flyers ○ PSA ● Begin distribution of marketing material to various businesses and community locations ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Bi-weekly radio promotion about Hamdard Healthcare ○ Fact Sheet ■ Health services and HIV testing ○ PSA ■ Hamdard health fair in Cook and DuPage County ● Track numbers for HIV services through Hamdard Healthcare
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July
● Weekly radio promotion about Hamdard Healthcare ○ PSA ■ HIV services and education ■ health fair event ● Cook and DuPage County ● Print marketing material about health fair ○ Flyers ○ Fact Sheet ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Bi-weekly check-in with ambassadors and local leaders on status of campaign ○ Social media posts ● Track numbers for HIV services through Hamdard Healthcare
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August
● Hamdard health fair at Cook and DuPage County. ○ Services provided: ■ HIV education and testing ■ Counseling ● Distribute marketing material about health fair ○ Flyers ○ Fact Sheet ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Bi-weekly email check-in with ambassadors and local leaders on status of campaign ○ Social Media posts ● Track numbers for HIV services through Hamdard Healthcare
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September
● Radio promotion about HIV education ○ PSA ■ Health services offered ○ Fact Sheet ■ HIV education and testing ● Bi-weekly check-in with ambassadors and local leaders on status of campaign ○ Social Media posts ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Refill marketing materials to business and community locations, if need be: ○ Flyers ○ Fact Sheets ● Track numbers for HIV services through Hamdard Healthcare
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October
● Radio promotion about HIV education ○ PSA ■ Health services offered ○ Fact Sheet ■ HIV education and testing ● Bi-weekly check-in with ambassadors and local leaders on status of campaign ○ Social Media posts ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Refill marketing materials to business and community locations, if need be: ○ Flyers ○ Fact Sheet ● Track numbers for HIV services through Hamdard Healthcare
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November
● Radio promotion about HIV education ○ PSA ■ Health services offered ○ Fact Sheet ■ HIV education and testing ● Bi-weekly check-in with ambassadors and local leaders on status of campaign ○ Social media posts ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Refill marketing materials to business and community locations, if need be: ○ Flyers ○ Fact Sheet ● Track numbers for HIV services through Hamdard Healthcare
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December
● Radio promotion about HIV education ○ PSA ■ Health services offered ○ Fact Sheet ■ HIV education and testing ● Bi-weekly check-in with ambassadors and local leaders on status of campaign ○ Social media posts ● Create weekly social media content for Facebook ○ About HIV services offered on specific date/ times ○ Link Hamdard Healthcare website ● Create bi-weekly email content for email blast ○ Number of people tested ○ Current efforts being done to increase participants ○ Any upcoming events ○ A call to action (ask for questions or concerns, inquire about their progress) ○ Continued thanks for their support ● Refill marketing materials to business and community locations, if need be: ○ Flyers ○ Fact Sheet ● Track numbers for HIV services through Hamdard Healthcare
Budget Printing Radio promotion PSA Social Media promotion
Allowed Total
$500 $0 $100
$2,500 $600
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Evaluation The success of this campaign will be determined by the number of new HIV screenings performed in Hamdard Healthcare in 2016. The goal is to administer 350 HIV tests to patients in 2016, so success will be determined by the proximity of screenings Hamdard Healthcare can receive to 350 patients this year. Success will also be determined by the amount of media coverage we can help Hamdard Healthcare obtain in relation to HIV awareness and HIV screenings. We will also determine how many new patients join Hamdard Healthcare as a result of this campaign by asking Hamdard Healthcare workers to take note of where the new patients heard of Hamdard Healthcare.
!26 APPENDIX I Local Leaders Cook County Hyderabad House Family Dining
2226 W Devon Ave, Chicago, IL 60659 (773)-338-5566
Lahore Restaurant
2116 W Devon Ave, Chicago, IL 60659 (773)-761-4919
Ghareeb Nawaz
2032 W Devon Ave, Chicago, IL 60659 (773)-761-5300
The Salvation Army Family Thrift Store
2151 W Devon Ave, Chicago, IL 60659 (800)-728-7825
Sabri Nihari
2502 W Devon Ave, Chicago, IL 60659 (773)-743-6200
Devon Market
1440 W Devon Ave, Chicago, IL 60660 (773)-338-2572
Samah
1219 W Devon Ave, Chicago, IL 60660 (773)-293-7856
Dar uL Eimaan Islamic Community Center
6355 N Claremont Ave, Chicago, IL 60659 (773)-743-0333
Masjid E Ayesha
2409-B W Devon Ave, Chicago, IL 60659 (773)-510-8661
Lakeshore Muslim Community Center
#1W, 2150 W Devon Ave, Chicago, IL 60659 (773)-552-2000
Ismaili Center Chicago
6259 N Broadway St, Chicago, IL 60660 (773)-262-1616
IQRA International Educational Foundation Book Center
2751 W Devon Ave, Chicago, IL 60659 (773)-274-2665
Office of 40th Ward
5850 N Lincoln Ave, Chicago, IL 60659 (773)-769-1140
!27 DuPage County Addison Community Switchboard
193 W Michael Lane, Addison, IL 60101 (630) 628-2698
Mo Shesha Hookah Lounge
443 W Lake St, Addison, IL 60101 (630) 628-8244
St. Vincent de Paul Thrift Store
90 W Lake St, Addison, IL 60101 (630) 628-9008
Minos Imported Foods
648 W Lake St, Addison, IL 60101 (630) 543-0337
Wagner Community Center
615 N West Ave, Elmhurst, IL 60126 (630) 993-8900
LGBT Community The Glenwood
6962 N Glenwood Ave, Chicago, IL 60626 (773) 764-7363
Unite Church of Rogers Park
1545 W Morse Ave, Chicago, IL 60626 (773) 761-2500
Rogers Park Social
6920 N Glenwood Ave, Chicago, IL 60626 (773) 791-1419
!28 APPENDIX II Radio Stations:
WLUW - FM 88.7
6525 N Sheridan Rd., Chicago, IL 60626 (773) 508-8080
WBEZ - FM 91.5
848 E Grand St, Chicago, IL 60611 (312) 832-3312
WNWI - AM 1080
934 W 138 St. Riverdale, IL 60827 (708) 201-9600
WKTA - AM 1330
4320 Dundee Rd. Northbrook, IL 60062 (847) 498-3350
WEEF - AM 1430
210 Skokie Valley Rd, Highland Park, IL 60035 (708) 831-5440
APPENDIX III Print Media India Post
2543 W Devon Ave, Chicago, IL 60659 (773) 973-7394
Kerala Express Newspaper
2050 W Devon Ave # 2, Chicago, IL 60659 (773) 465-5300
DESITALK CHICAGO
2652 W Devon Ave, Chicago, IL 60659 (773) 807-7925
India Tribune Publications
3302 W Peterson Ave, Chicago, IL 60659 (773) 588-5077
!29 APPENDIX IV PSA SCRIPT
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HAMDARD HEALTHCARE HIV SCREENINGS PUBLIC SERVICE ANNOUNCEMENT TEMPLATE Radio Public Service Announcement 60 – Second Announcement – Read Script SPONSOR: HAMDARD HEALTHCARE TOPIC/SUBJECT: TAKE TIME TO TEST TALK AND PREPARE FOR USE: June 2016 LENGTH: 60 seconds VOICE: JUNE IS AN IMPORTANT TIME OF AWAKENING, RENEWAL AND GROWTH. IT IS AN IMPORTANT TIME FOR MANY ISLAMIC PEOPLE. IT IS THE BEGINNING OF RAMADAN. IT IS A PERIOD OF PRAYER, FASTING, CHARITY-GIVING AND SELF-ACCOUNTABILITY. IT’S TIME TO TAKE CARE OF OURSELVES AND PART OF THAT CARE IS MAKING SURE YOU AND YOUR LOVED ONES ARE PROTECTED FROM HIV. WE ENCOURAGE EVERYONE IN THE MUSLIM COMMUNITY, ESPECIALLY EVERYONE IN COOK AND DUPAGE COUNTIES TO COME INTO HAMDARD HEALTHCARE FOR A FREE HIV SCREENING. IT’S QUICK, IT’S EASY, IT’S PRIVATE. IT’S A WAY TO KEEP YOURSELF AND THOSE YOU LOVE PROTECTED. WE NEED TO CONTINUE TO FIGHT THE STIGMA OF THIS DISEASE, ENCOURAGE HIV TESTING, AND RAISE THE LEVEL OF KNOWLEDGE AND AWARENESS ABOUT HIV AND AIDS. FOR MORE INFORMATION, PLEASE VISIT WWW.HAMDARDHEALTHCARE.COM . REMEMBER, ONE WAY TO PROTECT OUR FUTURE AND TO PROTECT OUR PEOPLE IS TO TAKE THE TEST! WE HAVE THE ABILITY TO MAKE A DIFFERENCE!
!30 APPENDIX V Community Partner’s List Albert Pick Jr. Fund Asian Americans Advancing Justice – Chicago Asian Health Coalition The Chicago Community Trust Community Memorial Foundation Elizabeth Morse Genius Charitable Trust Exchange Club of Naperville The Field Foundation of Illinois Health Resources and Services Administration Illinois Attorney General
!31 APPENDIX VI Infographic
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!32 APPENDIX VII Flyer
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!33 Sources
"Translation and Localization of target demographic Languages." Translation and Localization of Middle Eastern Languages. Language Scientific, n.d. Web. 15 Feb. 2016. <http://www.languagescientific.com/translation-services/translationmedical-technical/language-translation/middle-eastern-languagetranslation.html>. Salbi, Zainab. "The Middle East and Its Glaring Hangups with Sexuality." Women in the World in Association with The New York Times WITW. New York Times, 19 May 2015. Web. 15 Feb. 2016. <http://nytlive.nytimes.com/womenintheworld/ 2015/05/19/the-middle-east-and-its-glaring-hangups-with-sexuality/>. Madani, N. World AIDS Day: Alarming trends in the Arab world. Retrieved from http:// www.natureasia.com/en/nmiddleeast/article/10.1038/nmiddleeast.2015.231 Hasnain, Memoona. "Cultural Approach to HIV/AIDS Harm Reduction in Muslim Countries." Harm Reduction Journal. BioMed Central, 27 Oct. 2005. Web. 29 Feb. 2016. Setayesh, H., Roudi-Fahimi, F., El Feki, S., & Ashford, L. (june, 2014). HIV and AIDS in the Middle East and North Africa. Population Reference Bureau, 1-30. Retrieved from http://www.prb.org/pdf14/mena-hiv-aids-report.pdf "HIV/AIDS Testing." Centers for Disease Control and Prevention, 23 Feb. 2016. Web. 29 Feb. 2016. Kelley, Laura M. "The Muslim Face of AIDS." Foreign Policy The Muslim Face of AIDS Comments. N.p., Oct.-Nov. 2009. Web. 28 Mar. 2016. "HIV/AIDS In The Lives Of Gay And Bisexual Men In The United States."HIV/AIDS In The Lives Of Gay And Bisexual Men In The United States. Kaiser Family Foundation, 25 Sept. 2014. Web. 18 Apr. 2016.
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Take Time to Test, Talk, and Prepare A Guided Proposal into the 2016 HIV Screenings Campaign for Hamdard Healthcare By Mark Patton Audra Flores Danielle Brewer Cynthia Medina and Lorellee Kampschnieder
Table of Contents
Situation Analysis 1 Objectives
7
Target Audiences 7 Campaign Theme 8 Key Messages 8 Strategies Tactics
9
10
Timeline 17 Budget
24
Evaluation
25
Digital Copy Dropbox Link: https://www.dropbox.com/sh/2sqjqat5lq3lhur/AADumPelRZ-UIgSuMMmFGsPYa?dl=0