Purpose – Awareness raising campaigns have been used to promote HIV prevention messages, including the expansion of HIV testing, but initiating such campaigns de novo can be costly. Both the Bronx, New York andWashington, DC have significant local HIV epidemics and a history of efforts to scale-up HIV testing. To build on prior HIV testing campaigns and create new messages based on consultation with diverse stakeholders, a partnership with a community-based clinical trial to enhance HIV testing and treatment was established. The purpose of this paper is to describe the history of HIV testing campaigns in the two jurisdictions, the awareness raising conducted in collaboration with the HIV Prevention Trials Network (HPTN) study (HPTN 065) and provide evidence of its effect in these two communities. Design/methodology/approach – The foundation of prior campaigns allowed for expansion of social mobilization efforts to specific priority populations (gay men and other men who have sex with men), the most severely affected groups in both communities, and to expand the efforts to include clinical settings. New compelling and acceptable messages were shaped through engagement with community members and based on input from focus groups with target populations in each city. Findings – By engaging the target population in the development of new messaging, HPTN 065 study successfully built on campaigns that were already underway in both jurisdictions and was able to use those messages and platforms to further normalize HIV testing. Practical implications – Modifying and adapting existing messages saved time and resources, which can be important factors to consider in settings with limited resources or high media purchasing costs. Originality/value – Efforts of this kind may ultimately help to decrease HIV transmission in large urban settings. © Zoe Edelstein, Michael Kharfen, Michelle Kim, Benjamin Tsoi, Paul M. Salcuni, Theresa Gamble, Blayne Cutler, Bernard Branson and Wafaa M. El-Sadr. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode The authors would like to thank Dr. Julie Myers for her assistance with this manuscript. Funding: The social marketing component of HPTN 065 was sponsored by NIAID and NIMH via Cooperative Agreements #UM1 AI068619 and #UM1 AI068617. The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIAID, NIMH or NIH. Use of awareness raising campaigns Received 9 October 2018 Revised 16April 2019 19 September 2019 5 January 2020 Accepted 8 January 2020 Journal of Social Marketing EmeraldPublishingLimited 2042-6763 DOI 10.1108/JSOCM-10-2018-0114 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2042-6763.htm

中文翻译：

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使用提高认识的运动来扩展艾滋病毒检测：纽约州布朗克斯和华盛顿特区的经验（HPTN 065研究）

目的–提高认识运动已用于传播艾滋病毒预防信息，包括扩大艾滋病毒检测范围，但从头开始进行此类运动可能会耗资巨大。纽约州的布朗克斯市和华盛顿特区都具有重大的当地艾滋病毒流行病，并且有扩大艾滋病毒检测规模的努力历史。为了在先前的HIV检测运动的基础上，并在与不同利益相关者协商的基础上创造新的信息，与社区临床试验建立了合作伙伴关系，以加强HIV检测和治疗。本文的目的是描述两个司法辖区的HIV检测运动的历史，与HIV预防试验网络（HPTN）研究（HPTN 065）合作开展的提高认识活动，并提供其在这两个社区中的影响的证据。设计/方法/方法–先前运动的基础允许将社会动员工作扩展到特定优先级人群（同性恋者和与男性发生性关系的其他男人），两个社区中受影响最严重的人群，并将努力扩展到包括临床设置。通过与社区成员互动并根据每个城市有目标人群的焦点小组的意见，形成了新的引人注目的和可接受的信息。调查结果–通过使目标人群参与新消息的开发，HPTN 065研究成功建立在两个司法管辖区已经开展的活动的基础上，并能够使用这些消息和平台进一步规范艾滋病毒检测。实际意义–修改和调整现有消息可节省时间和资源，在资源有限或媒体购买成本较高的环境中，这可能是要考虑的重要因素。原创性/价值–这种努力最终可能有助于减少大型城市环境中的HIV传播。©Zoe Edelstein，Michael Kharfen，Michelle Kim，Benjamin Tsoi，Paul M.Salcuni，Theresa Gamble，Blayne Cutler，Bernard Branson和Wafaa M.El-Sadr。翡翠出版有限公司出版。本文是根据知识共享署名（CC BY 4.0）许可发布的。任何人都可以复制，分发，翻译和创建本文的衍生作品（用于商业和非商业目的），但应完全归属原始出版物和作者。可以在http://creativecommons.org/licences/by/4.0/legalcode上查看此许可的全部条款。朱莉·迈尔斯（Julie Myers）对此手稿的协助。资金：HPTN 065的社会营销部分由NIAID和NIMH通过合作协议＃UM1 AI068619和＃UM1 AI068617赞助。内容仅是作者的责任，并不一定代表NIAID，NIMH或NIH的官方观点。使用提高意识的运动2018年10月9日收到修订版2019年4月16日2019年9月19日2020年1月8日接受2020年1月8日社会营销杂志EmeraldPublishing Limited 2042-6763 DOI 10.1108 / JSOCM-10-2018-0114本期刊的当前版本和全文存档可在Emerald Insight上找到，网址为：https://www.emerald.com/insight/2042-6763.htm HPTN 065的社会营销组件是由NIAID和NIMH通过合作协议＃UM1 AI068619和＃UM1 AI068617赞助的。内容仅是作者的责任，并不一定代表NIAID，NIMH或NIH的官方观点。使用提高意识的运动2018年10月9日收到修订版2019年4月16日2019年9月19日2020年1月8日接受2020年1月8日社会营销杂志EmeraldPublishing Limited 2042-6763 DOI 10.1108 / JSOCM-10-2018-0114本期刊的当前版本和全文存档可在Emerald Insight上找到，网址为：https://www.emerald.com/insight/2042-6763.htm HPTN 065的社会营销组件是由NIAID和NIMH通过合作协议＃UM1 AI068619和＃UM1 AI068617赞助的。内容仅是作者的责任，并不一定代表NIAID，NIMH或NIH的官方观点。使用提高意识的运动2018年10月9日收到修订版2019年4月16日2019年9月19日2020年1月8日接受2020年1月8日社会营销杂志EmeraldPublishing Limited 2042-6763 DOI 10.1108 / JSOCM-10-2018-0114本期刊的当前版本和全文存档可在Emerald Insight上找到，网址为：https://www.emerald.com/insight/2042-6763.htm