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| Client: |
Adolescent
AIDS Program, Montefiore Medical Center
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| Challenge: |
Create
a radio and print advertising campaign, as well as a Spanish-language
publicity effort for “HIV Get Tested Week” to motivate
adolescents to get tested for HIV and drive them to confidential
testing sites during a one-week promotional period. |
| Action: |
- Developed
key messages for the campaign and created original copy
in Spanish for radio ads
- Translated
press and background materials to Spanish
- Created,
directed and executed a bilingual media strategy to reach
target audience
- Produced
radio and print ads
- Executed
public relations campaign around a “Keepin’
it Real” town hall meeting with adolescents
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| Results: |
The campaign
generated the highest number of HIV/AIDS tests ever conducted
in a week by the program sites, more than the sites had previously
conducted in any given month. Media hits were generated in local
Spanish-language print and television newscasts. |
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arcos communications
341 west 38th street, 12th fl.
new york, new york 10018
ph: 212.807.1337 fax: 212.807.8857
e-mail: arcos@arcos-ny.com
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