On Dec. 1, World AIDS Day, the Maryland AIDS Administration of the Department of Health and Mental Hygiene launched a new comprehensive multimedia campaign with a call to action: "Live Long. Live Strong. Get Tested." The launch ceremony took place at Mondawmin Mall in Baltimore.
The Johns Hopkins University Center for Communication Programs, in the School of Public Health, and Eisner Communications developed and implemented the campaign, which uses transit, billboard, direct mail, radio and television advertising to emphasize the importance of early detection for HIV.
Special efforts will be directed to two groups, sexually active youths and young women of childbearing age, in an attempt to reduce the transmission of HIV during pregnancy.