University Health System | Operation B.R.A.V.E.

How Low Can You Go, San Antonio?

Typically, successes are based on how high of a score we can achieve. The campaign concept turns this idea upside down, focusing on getting the lowest score (zero, or undetectable) as the ultimate victory over HIV.

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Ending Bexar County’s HIV epidemic will require increasing the viral suppression rates among the three priority PLWH populations in the four-county San Antonio Transitional Grant Area (TGA).
To do this means utilizing information dissemination and marketing strategies like:

• Bi-lingual Website Development
​• Bi-lingual Mobile Application Development
​• Targeted Awareness Campaigns across print, digital, outdoor and social media platforms

BACKGROUND

 

An estimated 37% of people living with HIV in Bexar County have not been able to reach an undetectable status. University Health System has set an ambitious goal of having 90% of persons living with HIV in Bexar County achieve a consistent undetectable level of HIV by 2030.

 

To achieve that, Collaborative Research was selected to create, develop and implement a comprehensive bilingual multimedia campaign, How Low Can You Go, San Antonio? (also referred to as Go Low, San Antonio! ) which promotes HIV treatment as a powerful tool for HIV prevention. 

 

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SCOPE

  1. Bi-lingual Website Development

  2. Bi-lingual Mobile Application Development

  3. Print, Digital, Social Media and Outdoor Targeted Awareness Campaign to:

    • Increase awareness of HIV services;

    • Incorporate HRSA/HAB approved viral suppression messages

    • Incorporate messaging from the Undetectable=Untransmittable (U=U) campaign

    • Reduce stigma

    • Emphasize the importance of having a suppressed viral load

    • Highlight the availability of HIV services in the community

OBJECTIVES

 

  • Engage and support persons living with HIV (PLWH) to remain in care.

  • Encourage and empower out-of-care PLWH to get back in care.

  • Educate PLWH and the broader community about viral suppression. Increase public awareness of HIV treatment as a high-impact prevention tool.

  • Reduce external stigma by reigniting local conversations about HIV with a new positive message.

 

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STRATEGY

Both English and Spanish websites will be dynamic, interactive and attractive to young MSM of Color who are much more tech savvy than the TGA’s older HIV prevalent population.

 

The campaign will be data driven to enhance performance outcomes along the TGA’s HIV Care Continuum specifically in the target/priority populations.

 

The website and smart phone application possess data-analytic capability with a built in “data dashboard” with tools to track:

  • number of daily users;

  • website pages visited;

  • length of time spent by users on the website;

  • Quick Scan code capability for survey administration;

  • analysis of user “click-through” rates; and

  • referring site information (ie: RWPA sub-recipient websites, community based partners websites, Google, Yahoo, Firefox web browsers, Quick Scan code, etc). 

 

The data dashboard was monitored on a weekly basis and modifications to the website and smartphone application were made quarterly based on web site metrics and data analysis. 

The social media outreach included Twitter, Facebook, Instagram and YouTube and consisted of on-brand messaging through the use of ads, badges, and motion graphics.

 

The palm cards and flyers had Quick Scan (QS) codes so the target population can scan the code with their smartphones. Once the code is scanned, the user will be directed to golowsa.org

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PARTNERS

 

The City of San Antonio and the Fast-Track effort fall under the umbrella of End Stigma End HIV Alliance (ESEHA). Funding for this initiative is provided by HHS/HRSA/HAB.

The campaign was developed, supported, managed and maintained by Collaborative Research for the University Health System.