Memorial Day Weekend HIV Testing Events a Success

The National HIV Testing Mobilization Campaign used a new marketing approach to spread its “get tested for HIV” message at two Memorial Day weekend events in Miami and Myrtle Beach, SC. Typically, the Campaign hosts exhibit booths and engages passersby in conversations about getting tested. However, because these events attracted more than 200,000 people each, the Campaign employed guerilla marketing tactics, walking through the crowds distributing HIV testing cards and posting materials in the storefronts of willing storeowners.

The Campaign collaborated with local community-based organizations to spread the HIV testing message. In Miami, the South Beach AIDS Project supported the Campaign's efforts and offered HIV testing during Urban Beach Week. In Myrtle Beach, Careteam, a nonprofit AIDS service organization, assisted the Campaign in spreading the word about HIV testing during Black Bike Week.

Black Bike Week is an annual event that caters to a predominately African American audience and brings together motorcycle enthusiasts and families alike. The attendance often reaches 250,000. The event has no formal sponsors and is a casual gathering of people looking for a fun way to kick off the summer season.

Urban Beach Week is an annual event that draws approximately 300,000 young people to Miami for a variety of social events and beachside festivities. The audience is predominately African American.