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In 2010, MEE collaborated with a research team at the University of North Carolina at Chapel Hill, Division of Infectious Diseases to identify and understand the attitudes, perceptions and behaviors of African Americans (ages 18-34) engaged in concurrent sexual relationships.
A National Institutes of Health/National Center on Minority Health Disparities research study indicated that concurrent partners can dramatically increase the transmission of HIV within a particular community, compared to serial monogamy. The study represented a critical first step in the development and more definitive testing of a multi-component mass communication HIV prevention program for African Americans in the rural Southeast and throughout the nation.
Having completed audience research in Eastern North Carolina, in 2011, MEE will leverage its expertise in understanding and communicating to African American communities to help construct preventive messages and communication strategies to help reduce concurrency and the risk of transmission of HIV among African Americans in several targeted communities. The goal of the pilot campaign is to demonstrate the efficacy and capability of a mass communication campaign in the rural Southeast (focusing primarily on Eastern North Carolina) to decrease the participation of African Americans in concurrent sexual relationships.
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