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  MEE and the "Life Is
What You Make It!" Campaign (Pg.2)

In 1998, MEE was commissioned by Agouron Pharmaceuticals, Inc. to design a national public education campaign promoting HIV treatment. The "Life Is What You Make It" campaign currently targets African American and Latino/a adults living with HIV/AIDS in nine cities: Washington, DC; New York, NY; Miami, FL; Los Angeles, CA; New Orleans, LA; Chicago, IL; Oakland, CA; Philadelphia, PA; and Newark, NJ.

The campaign is designed to: ensure that audiences completely understand their treatment options; are supported in their efforts to access treatment; and are encouraged to become totally involved in making treatment decisions that fit their lifestyles. Both traditional and non-traditional communication methods are being used to disseminate the key messages which include:
  • Peer-to-peer communications using MEE's Peer Group Leadership Network (PGLN) Model;
  • Radio advertising and promotions on urban-formatted and Spanish-language radio stations;
  • Development and placement of cinema vignettes in selected movie theaters;
  • Partnerships with thousands of community organizations across the country who are serving HIV/AIDS-affected individuals and families;
  • Sponsorship and support of various community, health, cultural and social events; and
  • Community Action Teams (CATs) who take the campaign's message "to the street."

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