Ohio HIV Social Marketing Campaigns
SUMA Social Marketing, Inc., worked with the Ohio Department of Health HIV Care Services Section (ODH) in 2009 and again in 2013 to raise awareness of HIV and the availability of HIV medication and case management for people in Ohio. In 2009, SUMA conducted statewide research with stakeholders and target at-risk populations, resulting in brand development and educational campaigns that increased local public health clinic HIV testing rates by 100% during the campaign period. Building on that success, in 2013 SUMA developed free day-long HIV continuing education training events held in ten Ohio cities attended by almost 800 social workers and nurses. SUMA managed all event logistics and successfully collaborated with community stakeholders such as hospitals, clinics, and social service agencies to promote the trainings, which resulted in over 1,000 online participant registrations. Innovative programming for these events included video-based skill building exercises for attendees and a highly interactive training. The event evaluations were extremely positive, with 95% of the participants agreeing that the learning objectives had been successfully met. SUMA also developed a two-hour online e-learning module for social workers and nurses.