SAN FRANCISCO BUILDINGS TURN RED FOR WORLD AIDS DAY

Background

In order to raise awareness about HIV/AIDS, the San Francisco AIDs Foundation bathed a red light on the landmark buildings of the city on World AIDS Day (December 1).

This marked the 30th year anniversary

It was a visible sign to all those in San Francisco and the world about the importance of awareness about HIV/AIDs.

The landmark buildings included San Francisco City Hall San Francisco Ferry Building War Memorial Opera House War Memorial Veterans Building

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San Francisco Turns on the Red Light for World AIDS Day 2011 | Share Article | Permalink

San Francisco City Hall on World AIDS Day 2011To mark World AIDS Day on December 1, San Francisco City Hall, San Francisco Ferry Building, War Memorial Opera House, and War Memorial Veterans Building were bathed in red light. 2011 marks the 30th year of the HIV/AIDS epidemic.

"This is an important visible reminder to people across our city and around the world that HIV/AIDS still deserves our urgent attention," said Neil Giuliano, CEO of San Francisco AIDS Foundation.  "The knowledge and interventions we now have at our disposal truly puts the end to HIV/AIDS within our grasp.  It is time for our country to seize on this tremendous climate of opportunity and invest in the

prevention and care services that will end this disease once and for all."Every day in San Francisco there are approximately two new HIV infections, and gay and bisexual

men, particularly those of color, are disproportionately impacted by the disease.  Over 19,000 people in San Francisco have died from the disease and close to 7,000 people are infected with HIV

annually in California.  Of the estimated 1.2 million people living with the disease in the United States, recent data suggest that nearly three out of four lack proper care.

"Every year, many people ask what they can do to mark World AIDS Day," said Giuliano.  "We encourage everyone to reflect, to support a local organization that's working to fight HIV/AIDS, to get involved and participate in charity events, and to be aware of their current HIV status so they

are in control of their own health."To learn more about the free local programs and services of San Francisco AIDS Foundation and

where to get an HIV test, visit www.sfaf.org.

WHY RED?

The red ribbon is the international symbol for HIV and AIDS awareness.

The red ribbon represents …Care and concern

HopeSupport

 About the San Francisco AIDS Foundation

Advocates for early and expanded access to antiretroviral treatment for people living with HIV

Supports increasing investments in emerging biomedical tools

Maintains programs to deal with contributors to new HIV infections

Collaborates with government agencies and community partners

AIDS ends here

http://www.youtube.com/user/SFAIDSFoundation

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Why it is this PR campaign important in San Francisco?

Every day in San Francisco there are approximately two new HIV infections.

Over 19,000 people in San Francisco have died from the disease.

Close to 7,000 people are infected with HIV annually in California.

 Nearly three out of four people living with the disease in the U.S. lack proper care.

Planned Program

1. Reduce new HIV infections2. They want everyone to know if they have

HIV or not 3. They want to get all HIV positive tested

people care with an HIV doctor, effective HIV treatment, and mental health and substance use services

Goals, objective, strategies and tactics

Goals: To make San Francisco a place where AIDS ends first

Objectives: To create a visible statement raising awareness about AIDS through certain landmarks in the city on December 1, World AIDS Day

Strategies: Social media and ally with political figures

Tactic: Shine a red light on important landmarks

SOCIAL MEDIA

SITUATIONAL THEORYThe situational theory says that people will act on a

situation when they believe it affects them personally and their actions can make a difference…

Problem RecognitionConstraint RecognitionLevel of Involvement

Questions

Do you think shining the red lights on the buildings was a good way to create awareness about HIV and AIDS?

Do you think the red lights would influence more people to get tested in San Francisco?

Do you think this helped the organizations objective to reduce HIV and AIDS in half by 2015?