AIDS.GOV: SUPPORT FOR ASSESSMENT AND MARKETING

BETAH was recently awarded the AIDS.gov: Support for Assessment and Marketing contract by the U.S. Department of Health and Human Services (HHS). AIDS.gov is a primary source of information regarding Federal HIV/AIDS policies, programs, and resources. Its focus is on meeting the informational needs of communities at disproportionate risk for HIV and viral hepatitis, particularly minority communities and other vulnerable populations. In supporting AIDS.gov, BETAH ensures that minority communities across America have unprecedented access to public health information via digital communications.

BETAH staff members and consultants are providing significant support to the U.S. Government’s (USG) response to the HIV/AIDS epidemic—both domestically and internationally—and are helping the White House translate its HIV priorities into action-based strategies. In addition, they are assisting with efforts to expand healthcare via the Affordable Care Act (ACA) to people living with, or at risk for, HIV.

Under this contract, BETAH reassesses the ways in which the program communicates with its stakeholders and the American public. We oversee AIDS.gov’s efforts to expand its use of GovDelivery, a communications platform that many federal agencies employ for email and other digital marketing. This expansion will allow AIDS.gov to grow its audience and increase public engagement by taking full advantage of GovDelivery’s secure, scalable technologies.

BETAH works to improve AIDS.gov’s communications about the global response to HIV/AIDS and to educate American audiences about the ways in which the USG and its global partners are addressing healthcare issues. In our work thus far, we have provided AIDS.gov’s audiences important insights into the role of healthcare access in addressing the HIV pandemic; introduced the American public to new benchmarks for the President Obama’s Emergency Plan for AIDS Relief (PEPFAR); and highlighted the President‘s recent commitment to the Sustainable Development Goals. BETAH has also supported numerous outreach activities by:

• Contributing to the National HIV/AIDS Strategy: Updated to 2020
• Producing a World AIDS Day message from former HHS Deputy Assistant Secretary for Health
• Drafting major HIV-related speeches and blog posts for senior HHS officials
• Teaming with social media giants (e.g., Facebook, Twitter, etc.) to identify ways in which these prolific platforms can be used further to help increase HIV awareness and knowledge

Prior to this award, since 2013, BETAH has supported AIDS.gov through fact-finding and data analysis; website content evaluation; process and content evaluations of all AIDS.gov activities; support for new media activities; production of content for federal and external partners; and promotion of key federal policies that affect people living with HIV/AIDS.