Project Summary: HIV Test? I'm on it! Campaign 2016
JSI revamped the successful HIV Test? I'm On It! campaign, a county-wide social marketing campaign to increase HIV and STD testing for young Latino men who have sex with men (MSM). Initially developed in 2013, the I’m On It! campaign was based on formative research with MSM populations that identified baseline HIV testing-related knowledge, attitudes, and behaviors; provided feedback on existing HIV testing campaigns and preferred communication channels. The campaign was revamped in 2016 with a focus on Latino MSM between the ages of 18-44. Adaptations included targeted media placements and outreach events, the development of new creative, and materials in both English and Spanish. The campaign was also modified to promote STD testing, in addition to HIV testing. Ads featured the tagline “HIV test? STD test? I’m on it.” with a call-to-action to visit www.GetTestedSCC.org that provided information about and linked people to testing.
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