Amid Criticism, D.C. Plans Big Effort to Spread Word on AIDS

District of Columbia officials are planning a social marketing campaign to increase HIV/AIDS awareness, especially among heterosexuals. In February, the city Department of Health reported that 3 percent of D.C. residents have been diagnosed with HIV/AIDS. Shannon L. Hader, the HIV/AIDS Administration's (HAA) director, estimated the actual rate is 5 percent. A survey of heterosexual residents found many engaged in unprotected sex, HAA noted.

The campaign has received a five-year $500,000 annual commitment from Mayor Adrian M. Fenty's administration. However, some advertising experts said Hader would need millions more to mount a successful awareness campaign in the Washington market. Otherwise, HAA will need to rely on free public service announcements (PSAs) from television and radio stations, billboard companies, and the Metro transit system.

"We feel this is an area where a great deal more needs to be done," said Walter Smith, executive director of the D.C. Appleseed Center for Law and Justice, a nonpartisan public interest group. "We believe it's a leadership issue. I mean Fenty, in part, but there's more than one leader in the city."

Michael Kharfen, HAA's spokesperson and marketing head, acknowledged the need to rely on PSAs. "We could wipe out our entire budget by buying a few ads on television and newspapers," he said. "We can't afford it." The campaign targeting heterosexuals will be announced next month, he said. It will encourage couples to get tested and find out their partner's health status.

A couple of weeks ago, HAA launched the "Realtalk" campaign for youths. One poster suggests youths "drop in for some fun at the Freestyle Youth Center" for HIV and STD testing. The facility, located at 651 Pennsylvania Ave., also makes referrals so teens can find other testing sites and pick up free condoms.

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