600,000 Households Receive PSAs on HIV Services as Part of New AIDS Free Pittsburgh Marketing Campaign

There are over 3,000 people living with HIV in southwestern Pennsylvania, and AIDS Free Pittsburgh is committed to ensuring care is available and eliminating the spread of new cases. In a broad marketing campaign for HIV services in the region, AIDS Free Pittsburgh sent a mailer to 600,000 households in western Pennsylvania to raise awareness about the Ryan White HIV/AIDS Program (RWHAP), the largest federal program designed specifically to fund health care and supportive services for people living with HIV.

In concert with the direct mailers, a digital marketing campaign was deployed to drive traffic to AIDS Free Pittsburgh's new website. Since January, the AIDS Free Pittsburgh has seen almost 400,000 visitors, with the majority of those visitors tracking to the Living with HIV page.

As AIDS Free Pittsburgh begins planning its 2022-2023 campaign, it's messaging will aim to be more service specific, connecting people living with HIV to services to assist with housing, food insecurity, substance use, dental care, and mental health supports.

"Our outdoor, digital, radio, and print advertising has been highly successful but we're also exploring some other creative ways to reach people, such as hiring regional social media influencers to feature RWHAP information on their platforms, creating short, animated videos, and looking at other opportunities in the rural communities for placements," said Sue Steele, HIV/AIDS program coordinator for the Jewish Healthcare Foundation.