Engaging Black Communities to Address HIV

Abstract

Black people comprise 4.3% of Ontario’s population but 19% of HIV-positive people in the province. The “Keep it alive!” social marketing campaign was developed to promote HIV prevention and raise awareness about HIV among Ontario’s Black communities. This article evaluates the campaign’s reception. A convenience sample of 243 Black people completed a cross-sectional self-administered survey in three cities. We assessed the campaign’s reception based on survey responses about campaign exposure, appeal, and importance, and whether the campaign raised awareness. Our results show that reception was more favorable among participants who tested for HIV previously, discussed the campaign with others, demonstrated a superior knowledge of HIV, visited the campaign website, were of Caribbean or African background, and were male. In addition, reception varied by city and according to participants’ language (English or French). These results may inform future campaigns, although how campaigns are received may reflect issues related to their implementation.