Publicity
Campaign
The
Guardian Project is more than a social
group for young gay/bi men. It's
a Lifeline for a community that has historically only
had itself to rely upon. The Guardian
Project gives gay/bi men a foundation of Stability
and Hope in the face of a dreadful disease.
The
Guardian social discussion groups are only one part of a larger
initiative. The Guardian Project is also an intensive, coordinated
social marketing campaign using a variety of media to deliver
prevention messages and an immediate call-to-action. Our target
audience receives compelling prevention messages through multiple
media formats in highly visible locations and venues specific
to the target population. A key strategy is targeting young
Men who have Sex with men (MSM) at places where they pursue
recreation, and potentially sex partners, such as local bars,
clubs, and coffee houses and internet sites.
This
image was the second Guardian advertisement in the social marketing
campaign appearing across St. Louis in 2005 (click the image
to enlarge).
The
Guardian project is based on the assumptions of the Health Belief
Model. The key barrier to change is held to be misinformation
and lack of knowledge and the key method to changing behavior
is to increase information and awareness. The Guardian slogan,
"Consistent condom use prevents HIV and STDs," appears
on all campaign materials. Short text about susceptibility to
STDs and HIV, severity and consequences of infection, and treatment
and side effects are placed on most creative mateirals. More
detailed preventive information can be found on the Guardian
Project's Original Website.
The
Guardian media campaign includes targeted print and radio, paid
advertising and PSAs. Outdoor billboards are placed in targeted
areas of the St. Louis urban core. Postcards, posters, and T-shirts
are distributed through events, AIDS Service Organizations,
clinics, nightclubs, and other venues. Short Guardian videos
are played at nightclubs for viewing during dance video schedules.
Condoms with the Guardian logo are also placed in bars and clubs.
A Guardian Website will be designed to provide detailed prevention
information. “Captain Guardians” serve as HIV educators
to these various venues. The Guardian Campaign strategy is based
on understanding and respecting the target population, thus
it also includes a social interaction component. The Guardian
Mpowerment social group formed in collaboration with Project
ARK for ongoing support and education.
Social
Venues - Bars, Clubs and Coffee Houses. A key strategy in
the campaign is to target young MSM in places where they pursue
recreation and often sexual partners. The Guardian Project has
developed relationships with local bars, clubs and coffee houses
which are frequented by young MSM. These establishments have
become our collaborating partners and include:
The Complex Nightclub
AMP (Alternative Music Pub)
Magnolias Bar
The Zone (formerly the Loading Zone)
Attitudes
Freddie's Bar and Grill
JJ's Clubhouse
The Coffee Cartel
Mokabe's Coffeehouse
