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MEE will continue its collaboration with The University of North Carolina at Chapel Hill, Division of Infectious Diseases, on a research project funded by the National Institutes of Health/National Center on Minority Health Disparities. MEE will develop hard-hitting radio ads raising awareness of the HIV transmission risks associated with sexual concurrency. These will be the centerpiece of a campaign targeting African American men and women, ages 18-34, in Eastern North Carolina.
MEE will lead the media development and placement for the
project's media-campaign intervention. Our innovative radio campaign will use
storytelling techniques that are similar to the serial novelas popularized
in Spanish-language media. The scenarios will present authentic representations
of risk behaviors in relationships--highlighting the risks of sexual concurrency,
while also emphasizing the benefits of healthy monogamous relationships. Social
media tools will also be used to support the campaign.
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