Each year, the Banyan Tree Project produces a poster and public service announcement. Our posters are specific to each National Asian & Pacific Islander HIV/AIDS Awareness Day. Our public service announcements are "evergreen," meaning that they can be used anytime, since the messaging has to do with increasing testing and awareness, and reducing stigma.
2011: Saving Face Can’t Make You Safe. Young A&PI women talk about HIV.
In 2011, the Banyan Tree Project developed a campaign targeting Asian & Pacific Islander women. We wanted to raise HIV/AIDS and STD awareness among a group that typically never receives messaging around sex and sexual health. A&PI women are commonly believed to be at "low risk" for HIV and other STDs, a misconception perpetuated by health providers and the community. Because of these misperceptions about risk, HIV and other STDs are becoming more common:
The public service announcement featured three A&PI community members, focusing on transforming community perceptions about their own HIV risk, pointing to the fact that A&PI women are four times more likely to have an STD than their male counterparts. We also developed three different posters that highlighted the statistics in the above bullet points.
We continued with our PSA distribution strategy, augmented by an ad buy in the San Francisco Bay Area on CW44. We also held a press conference as our flagship event featuring Dr. Hyeouk Chris Hahm, a leading researcher on A&PI women's sexual health from Boston University; Sonia Rastogi from Women Organized to Respond to Life-Threatening Diseases in Oakland; and Jaimie Callahan, an HIV community advocate from Hawai'i, who is also living with HIV. The moderator was Priyanka Singha, the 2009-2010 Miss India USA and former co-host of the popular Sony Entertainment Television talk show, Andaaz. You can read more about the reach of our PSA and press conference by downloading our May 19, 2011 Campaign Report.
2010: Saving face can't make you safe. Young A&PI men talk about HIV
2010 was the most successful social marketing campaign cycle for the Banyan Tree Project yet. We developed our new slogan that the campaign will be using for the rest of the campaign cycle, "Saving face can't make you safe. Talk about HIV – for you, for me, for everyone." The new slogan asks the community to start talking more about sexual health and HIV.
The public service announcement featured three Asian & Pacific Islander community members. While the focus of the script was that 1 in 3 A&PIs living with HIV don't it, the PSA and poster were directed toward men. Between 2001 and 2004, the annual percentage increase in new HIV infections for A&PI men was 8.1%, the highest of any racial and ethnic group. Between 2001 and 2006, the number of new HIV infections among A&PI men who have sex with men nearly tripled.
We more effectively targeted English-speaking A&PI youth by disseminating our anti-stigma and prevention education messages online, using popular websites and social networking media in service of our goals. Our public service announcement reached more viewers than ever, partially through an expanded broadcast media distribution campaign (specifically identifying and targeting markets with emerging or existing A&PI populations) and key online placement.
Links to YouTube: 2010 Saving Face Can't Make You Safe: Young A&PI Men Talk About HIV.
2009: Turn Compassion Into Action
For 2009, we completed a groundbreaking public service announcement, dealing directly with the needs of an often overlooked group, transgender women. This PSA featured Tita Aida, Asia Vitale, and Erica Raney. We also filmed an additional public service announcement, "Turn Compassion into Action." This public service announcement was spurred by some startling data in the Center for Disease Control's Morbidity and Mortality Weekly newsletter in June 2008: The largest proportional increase in HIV infections between 2001 and 2006 was among young A&PI men who have sex with men.
Our 2009 campaign centered on increasing HIV testing and finding out about one's HIV status to help stem this increase. We also called upon the community to be responsible for each other, and to end the silence and shame surrounding HIV. The ad featured one of our HIV positive clients, who is now working on his own anti-stigma campaign, United AIDS Project. Also, we premiered an exclusive video podcast featuring Dr. Sanjay Gupta of CNN, who called upon all Asians and Pacific Islanders to get tested for HIV and end stigma.
2008: Together We Can
Our campaign in 2008 featured James Kyson Lee of NBC's Hereos, screen luminary Joan Chen, and Hawaiian singer Amy Hanaiali`I and former Ms Universe, Riyo Mori. The US House of Representatives Speaker, the Honorable Rep. Nancy Pelosi also filmed a podcast in recognition of the 4th annual National Asian & Pacific Islander HIV/AIDS Awareness Day. During San Francisco's LGBT Pride Celebration, comedienne Margaret Cho of "The Cho Show" stopped by the Asian & Pacific Islander Pavillion to sign onto the Banyan Tree Pledge, pledging to help end stigma in the A&PI community.
"Together We Can" emphasized the need for the A&PI community to come together to help end HIV-related stigma and increase access to services like HIV testing and treatment. We also produced a chapbook called "You Can Change the Story" featuring four stories from the community and their struggles with HIV.
2007: Strengthen Your Family Tree
2007 emphasized strengthening your family tree by getting educated about HIV and talking about it with your loved ones, as well as getting tested for HIV. Rear Admiral Kenneth Moritsugu, M.D., M.P.H., acting Surgeon General also filmed a podcast to commemorate the 3rd Annual National Asian & Pacific Islander HIV/AIDS Awareness Day. We also released a new public service announcement, "HIV Matters."
2006: I Am Still Me
For the second National Asian & Pacific Islander HIV/AIDS Awareness Day, we chose the theme "I Am Still Me," to reinforce the fact that Asians and Pacific Islanders living with HIV were still part of your life, your circle of friends, or your family.
We also produced three public service announcements this year, I Am Still Me, We Can, and one starring former NFL star Esera Tuaolo.
2005: The First National Asian & Pacific Islander HIV/AIDS Awareness Day
Two public service announcements were produced for this year, "Breaking Traditions" and "Changing Tables." These are downloadable, but you must have Quicktime Player to view them.
To order DVDs of these PSAs or full sized posters to show in your community, contact David Stupplebeen at firstname.lastname@example.org. (Subject to availability.)Tweet