Social Marketing

APLA’s first social marketing effort was an HIV education campaign, "L.A. Cares,” which featured billboards, brochures such as “Mother's Handy Sex Guide” and print and TV public service announcements entitled, “Fight the Fear with the Facts,” launched in 1985. Since that time, APLA has been funded to create innovative, culturally sensitive HIV prevention materials for use across Los Angeles County.

APLA's recent social marketing efforts have focused on gay men living in the San Fernando Valley. Four high-visibility multimedia campaigns were launched from 2001 to 2004. The campaigns utilized billboards, bus shelters, posters and palm cards to disseminate messages about disclosure, networks, family and friendship. Campaigns were developed with community members, and models for the imagery and messages were part of a larger community mobilization of businesses, bars, church groups and a consortium of HIV/AIDS service providers.

APLA has also recently launched a new social marketing effort through a series of palm cards. The palm cards highlight eight separate sexually transmitted infections, along with help on how to identify them and how to prevent them. The cards are aimed at gay men and will be used in outreach efforts at bars and clubs and peer education projects.

APLA Social Marketing at a Glance

Below is a sample of key social marketing campaigns conducted by APLA since 1985. Click on a thumbnail below to see a larger image.