A new public service campaign that coincides with World AIDS Day on December 1 aims to educate Hispanic teens on the link between non-injection drug use and HIV transmission. The campaign features includes a television spot in a blend of English and Spanish; a Webisode series that will launch soon on www.hiv.drugabuse.gov, outdoor, transit, and print placements and community events and partnerships.
According to the National Institute on Drug Abuse (NIDA), part of the National Institutes of Health (NIH), the new Hispanic spots build on an earlier English series, but continue the storyline from the point of view of a teen who used drugs and alcohol, engaged in risky behavior and now has HIV. In the new series, a young woman calls on her aunt for comfort and support.
Rather than simply translating the original spots that were launched in 2005, NIDA incorporated culturally relevant scenarios that would resonate with the Hispanic audience--in this case, turning to family in times of distress. There are two versions of the new series--one set for Spanish-language television stations and a bilingual set for English-language stations located in markets with large Hispanic populations.