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Southwest Interdisciplinary

Research Center
Strategic Plan

Presented by:
Jackson Dorsey, Savannah Haas, Ashley Halpern and Austin Miller
Executive Summary
The VIPR team began working with Southwest Interdisciplinary Research Center and ViiV
Healthcare Company in January 2018. VIPR’s main goal for SIRC and ViiV was to develop a
targeted media campaign to encourage HIV positive patients who have fallen out of care to
return to treatment.

ViiV is a global specialist HIV pharmaceutical company dedicated to delivering advances in


treatment for those living with HIV. In December 2017 ViiV established a Positive Pathways
Program to assess the effectiveness of HIV interventions in order to develop robust, evidence-
based solutions to improve the quality of care, management and treatment for people living
with HIV. Serving a role in this program, the VIPR team developed a geo-targeted undetectable
= untransmittable (U=U) media education campaign in Maricopa County focusing on client care
re-engagement.

During Spring 2018, the VIPR team developed traditional and social media messaging through
the development and execution of elite interviews and focus groups with HIV specialists,
medical practitioners and people living with HIV.

A key focus of VIPR was to gain professional insight on effective messaging, retention barriers in
HIV care, advances in HIV treatment and best practices in the HIV care continuum. VIPR focused
its efforts on understanding the diverse and changing landscape of HIV and investigated the
topic with key stakeholders in the HIV community. These elite interviews provided VIPR a
fundamental understanding of the past, present and future of HIV.

In addition to elite interviews, VIPR coordinated three focus groups to gather feedback on
media materials that could be used in the future. VIPR’s research highlighted three groups in
the HIV community: women, medical practitioners and LGBT. This research informed the
creation of media content in terms of media deliverables, color palettes, and context.

In alignment with its primary research, VIPR developed targeted shareable content to
effectively communicate and promote the U=U re-engagement message. This content targeted
HIV care providers, people living with HIV and loved ones within Maricopa County. VIPR
developed theme-based social media posts for Facebook, Instagram and Twitter as well as a
two-fold brochure that described the benefits of HIV care and provided patients inclusive
educational messaging.

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Team Bios

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Jackson Dorsey
Jackson Dorsey is a senior currently attending the Walter
Cronkite School of Journalism at Arizona State
University. Completing his degree a year early, Dorsey
will graduate summa cum laude with a major in
journalism, with an emphasis in public relations and a
minor in business. Dorsey plans to pursue his passions in
the outdoor industry utilizing environmentally friendly
and sustainable methods. Dorsey will attend the
University of Oregon in pursuit of a master’s in sports
product management.

As a public relations specialist, Dorsey has used his skills


to develop and market Get Out! Golf, a startup golf
application that launched the first marketplace for golf
by the hour, addressing key industry problems: declining
customer base, consumers’ inability to find time for a
five-hour round, and under-utilized golf course assets.
The development of Get Out! Golf helped golf course
operators increase asset utilization in the face of declining demand for the traditional five-hour
golf round.

Dorsey’s experience in the golf industry was sparked by his previous role as an outdoor
supervisor at Arrowhead Country Club, a premier private country club in Rapid City, South
Dakota. Dorsey worked closely with department managers to determine effective event and
business strategy, providing customer service to more than 300 private members.

Since then, Dorsey founded the Tom Pfeifle Memorial, LLC. A not-for-profit company that
organized a memorial 5k Run/Walk event, gathering over 350 participants and raising over
$12,000 to donate to outdoor organizations.

Dorsey’s environmental background paired him with the Phoenix Satellite Initiative, a NASA-
sponsored interdisciplinary student group aimed at launching a miniaturized satellite into
space, measuring the urban heat island effect across seven major metropolitan cities.

As a journalist, Dorsey has been featured in the Downtown Devil, The Chic Daily and AZ Big
Media. Dorsey's coverage detailed community events, environmental topics, government,
sports, fashion and business.

In Summer 2017, Dorsey spent 40 days in the Alaskan wilderness in conjunction with National
Outdoor Leadership School (NOLS), learning outdoor leadership techniques and studying the
impacts of climate change on the Alaskan ecosystem. Dorsey also served as a NOLS Campus

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Representative, hosting events, developing sharable content and implementing strategic
marketing campaigns to raise awareness of NOLS and the outdoor industry on ASU’s campus.

In addition to his role with NOLS, Dorsey also served as an intern with MMPR Marketing, an
Arizona marketing agency that specializes in public relations, digital marketing, branding and
social media.

Dorsey’s previous experience and academic achievement earned him the 2018 Aspire Award,
the Cronkite School’s signature public relations honor. The award, established in honor of Enid
R. Pansky by her son Scott Pansky, co-founder of the global public relations firm Allison and
Partners, paired Dorsey with Alex Thompson, the vice president of communications and public
affairs at Recreational Equipment, Inc. REI is a specialty outdoor retailer, headquartered near
Seattle. The nation’s largest consumer co-op, REI is a growing community of more than
16 million members who expect and love the best quality gear, inspiring expert classes and
trips, and outstanding customer service.

Dorsey, involved in the student community of ASU, was a member of the outdoors club, fashion
journalism club and competes in intermural athletics. Born and raised in Rapid City, South
Dakota, Dorsey developed passions for hiking, writing, reading, music, the outdoors and
physical fitness. In his free time, he enjoys volunteering and spending time with his family and
friends.

A full portfolio of Dorsey’s professional work can be found on his website at


jacksondorseybusiness.com.

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Savannah Haas
Savannah Haas is a senior at the Walter Cronkite School
of Journalism and Mass Communication at Arizona State
University. She is originally from Gilbert, Arizona but has
lived all over the world. In addition to her degree in
journalism, Haas is working toward a minor degree in
special events management and has a passion for major
event planning and execution.
Haas has more than eight years of experience in both
broadcast and print journalism and is well-versed in
photo and video editing.

Her journey in public relations began when she


discovered a love for the professional and exciting
environment of PR during her second year at ASU. Since
then, Haas has developed expertise in event planning,
social media marketing, and traditional media. She has
served in multiple internships and freelance writing
positions in various fields such as nonprofit, data
analytics, music and entertainment, culinary, hospitality, beauty and disability advocacy. Haas
currently works at The Knight Agency in Scottsdale, where she is lead public relations intern
with a focus on clients in the culinary industry.

In addition to her previous internships, Haas is a Cronkite Ambassador — a representative of


the Cronkite School — and has also been involved in the execution of major events like the
Scottsdale Grand Prix, the Scottsdale Hot Chocolate 15k/5k race, and Chandler’s Goldrush
Music Festival.

Haas will graduate cum laude with a bachelor’s in journalism in May 2018 and plans to find a
permanent position in the greater Phoenix area. She seeks to acquire experience and
knowledge through internships, career or volunteer opportunities. She values truth and
honesty, above all else, and strives to familiarize herself with each new platform and industry
that may arise.

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Ashley Halpern
Halpern was raised near Boston, Massachusetts where
she dedicated herself to environmental science, sports,
and youth and family services development. After
enrolling at Arizona State University, Halpern began her
career in public relations at the Walter Cronkite School of
Journalism and Mass Communication. She graduates
May 2018 with a degree in journalism and mass
communication.

Halpern is currently an intern at Evolve Public Relations


and Marketing. Evolve is an agency that continually looks
to grow their brand and image both locally and
nationally. At Evolve, Halpern drafts press releases and
media pitches. She also assists Evolve staff with pulling
and compiling media segments, features and social
media content.

From October 2016 to August 2017, Halpern worked for


Blake Patricia, a wedding and lifestyle marketer, writing educational newsletters and blogs. She
has also designed websites and developed content for other clients. At the start of her
internship, she managed five clients’ social media accounts. She also developed other skills by
acting as an event photographer and videographer. Halpern is driven by her passions and when
completing tasks, she is cooperative, creative and enthusiastic. She has a specific interest in
brand planning, management and development. Halpern is also skilled in content development,
event photography, event videography, social media management, InDesign and Photoshop.

Halpern has many interests which derive from her upbringing. In high school, Halpern worked
at the largest plant nursery in Massachusetts. She loves nature and environment-based
projects. Halpern studied photography, art and design in Florence, Italy. From this she became
enthusiastic about travel, art, culture, food and wine. Halpern supports women’s health and
empowerment and hopes to volunteer in Thailand after graduation.

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Austin Miller
Austin Miller is a senior at Arizona State University’s
Walter Cronkite School of Journalism and Mass
Communication, pursuing a degree in journalism with an
emphasis in public relations and a minor in special event
management.

Born and raised in Wilmington, North Carolina; Miller


originally moved to Phoenix to study broadcast
journalism but discovered his love for PR after serving on
Undergraduate Student Government Downtown as the
director of public relations.

Miller’s experience includes supporting RED


Development & CityScape Phoenix as a marketing and
urban development intern. He directed their social
media, analytics, website development, creative
direction, tenant engagement and logistics for events on
property – including CitySkate, an outdoor ice skating
rink recognized as one of the top 10 in the country by the
Travel Channel in 2017.

Additionally, he has worked with STARKJAMES LLC as a


social media marketing contractor for theOSCAR, one of the first multi-unit shipping container
developments in the United States.

Most recently, Austin joined the Greater Phoenix Economic Council as a marketing intern.
In Summer 2016, he cycled 3,600 miles coast-to-coast on behalf of The Ability Experience and
received the Top Fundraiser award after generating more than $14,000 through social media
storytelling to help provide resources for people living with disabilities.

In his free time, Miller enjoys drinking good coffee, reading, taking photos, showing people
around Downtown Phoenix and playing with his cat, Murphy.

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Analysis

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Client Description
ViiV Healthcare is a United Kingdom-based global specialist in the human immunodeficiency
virus (HIV) dedicated to delivering advances in treatment and care for people living with HIV. A
pharmaceutical company, ViiV was created in 2009 as a joint venture by Pfizer, GlaxoSmithKline
(GSK) and Shionogi (ViiV, 2014). With a market share of approximately 22 percent of the HIV
market, ViiV is the second largest healthcare company working on the treatment of HIV (ViiV,
2010). ViiV employs more than 700 staff members working in 15 countries with three regional
hubs, including a United States headquarters in Durham, North Carolina.

ViiV’s executive leadership consists of 11 members and is led by CEO Deborah Waterhouse.
Waterhouse assumed the CEO position on April 1, 2017 and formerly served as GSK’s Senior
Vice President of Primary Care. In addition to ViiV’s executive team, ViiV features an advisory
board consisting of nine members, led by Chairman David Redfern. Redfern was appointed as
GSK’s Chief Strategy Officer in May 2008 and is responsible for proactive exploration of new
business opportunities and strategic planning.

ViiV’s current portfolio of 12 HIV treatments generated sales of $4.3 billion in 2016. The
revenue generated has provided ViiV with financial stability to focus on new medicines to
improve outcomes for people living with HIV and understanding how best to prevent and treat
the disease through research and development.

In an effort to assess the effectiveness of HIV interventions in order to develop robust,


evidence-based solutions to improve the quality of care, management and treatment for
people living with HIV, ViiV established the Positive Pathways Program (P3). The study serves as
a Maricopa County targeted social media/physician leave-behind undetectable =
untransmittable (U=U) education campaign focusing on client re-engagement.

As an extension of P3, ViiV agreed to partner with Arizona State University (ASU) and its
Southwest Interdisciplinary Center (SIRC) in December 2017. This agreement tasked ASU and
SIRC with the Positive Pathway Study. Overseeing the study is Dr. Wendy Wolfersteig and Dr.
Cady Berkel. Wolfersteig serves as the Director of Evaluation and Partner Contracts of SIRC
while Berkel is an Assistant Research Professor at SIRC. Wolfersteig and Berkel serve as the
primary contacts for the VIPR team.

Undetectable = Untransmittable was created in February 2016 by Prevention Access Campaign,


a health equity initiative to end the dual epidemics of HIV and HIV-related stigma by
empowering people with and vulnerable to HIV with accurate and meaningful information
about their social, sexual, and reproductive health (Prevention Access, 2018).

U=U is a global community of HIV advocates, activists, researchers and community


partners from 71 countries uniting to clarify and disseminate the fact that people living with HIV
on effective treatment do not sexually transmit HIV (Prevention Access, 2018).

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The U=U movement was launched in the United States by a group of people living with HIV who
created a Consensus Statement backed by global experts to clear up confusion as to the science
that supports U=U.

The U=U Consensus Statement reads:

People living with HIV on ART with an undetectable viral load in their blood have
a negligible risk of sexual transmission of HIV. Depending on the drugs employed
it may take as long as six months for the viral load to become undetectable.
Continued and reliable HIV suppression requires selection of appropriate agents
and excellent adherence to treatment. HIV viral suppression should be monitored
to assure both personal health and public health benefits.

NOTE: An undetectable HIV viral load only prevents HIV transmission to sexual
partners. Condoms also help prevent HIV transmission as well as other STIs and
pregnancy. The choice of HIV prevention method may be different depending
upon a person’s sexual practices, circumstances and relationships. For instance, if
someone is having sex with multiple partners or in a non-monogamous
relationship, they might consider using condoms to prevent other STIs.

“NEGLIGIBLE” = so small or unimportant as to be not worth considering;


insignificant.

Competitive field

ViiV’s largest competitor in the sphere is Gilead Sciences. California-based Gilead captures 53
percent of the HIV market and concentrates on the production of antiviral drugs. ViiV and
Gilead have been pitted head-to-head with the future unveiling of competitive antiretroviral
therapy drugs. Gilead has built upon a 20-year strategy that combines three drugs to control
the AIDS virus while ViiV is placing its interest in a two-drug regimen (Reuters, 2016).

ViiV could rewrite treatment standards by delivering cheaper two-drug regiments paired with
fewer side effects. Gilead feels the idea may risk the AIDS virus developing drug resistance
because the virus will only have to evade two drugs as opposed to three (Reuters, 2016).

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Organizational Chart
The flow of organization begins with the overarching branch of global healthcare, where ViiV
health care is metaphorically seated. ViiV is dedicated to the production of HIV medicines and
initiating research that focuses on people affected by HIV and AIDS. ViiV is in a partnership with
Arizona State University to support multidisciplinary research.

The partnership between ViiV and ASU is expressed through the Southwest Interdisciplinary
Research Center. SIRC’s purpose is to support specialized research centers, to conduct research
and work to engage the community though activities focused on improving minority well-being
or reducing health inconsistencies.

Figure 1: Organization Chart General

To better understand where VIPR sits within the organizational chart, VIPR produced a second
infographic. Figure two depicts the partnership between ASU and SIRC. SIRC has partnered with
VIPR to drive U=U messaging that was launched by Prevention Access Campaign. The campaign
clarifies the message that a person living with HIV, who is on ART, has an undetectable viral
load that cannot sexually transmit HIV. Creating the Undetectable = Untransmittable slogan.

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VIPR works directly with the U=U messaging under the Prevention Access Campaign. Reporting
directly to the SIRC, VIPR conducted research to benefit ViiV but works predominantly with
SIRC.

Figure 2: Organizational Chart Specific

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Situational Analysis
Problem Statement
The HIV community faces significant barriers that prevent it from accurate and
meaningful information about their social, sexual, and reproductive health, exaggerating risks
of harm and wasting valuable opportunities to greatly improve lives. Despite the monumental
importance of the U=U message, many socio-cultural, political, economic, and systemic barriers
have prevented people living with HIV from being accurately and meaningfully informed about
their social, sexual and reproductive health.

As a result of these barriers, including many that have existed long before the start of the
epidemic, the risk from people with HIV has been exaggerated. This places people living with
HIV at risk of harm and injustice and wastes valuable opportunities to greatly improve lives and
move closer to ending the epidemic (Prevention Access, 2017).

There are many reasons why HIV information providers (e.g., AIDS service organizations,
community-based organizations, healthcare providers, HIV communications agencies, public
health departments, and HIV/AIDS media outlets) have not been communicating U=U to people
living with HIV and the general public.

First, U=U is radically at odds with the status quo. After 35 years of deeply ingrained fear of HIV
and attachment to the established dogma about how to prevent it, it is difficult to accept that
people living with HIV can be no risk to their intimate partners and can conceive children
without alternative and costly means of insemination (Prevention Access, 2017).

Early in the 1980s, AIDS was considered a “gay disease,” and a disease that drug addicts
contracted. Some people even went as far as to suggest that the illness was a disease from God
to bring about punishment for the person’s “immoral” behavior (Mwangi, Ngure, Thiga &
Ngure, 2014). This stance hindered the amount of interest in public funding of AIDS research
and in education of the public. Even today, AIDS is still a stigmatized disease, and this stigma
hurts those who must deal with both the illness and society’s reaction to it (Halkitis, Wolitski &
Millett, 2013).

On October 3, 2017, UNAIDS released a report discussing how stigma and discrimination are
creating barriers to accessing HIV prevention, testing and treatment. Across 19 countries with
available data, one in five people living with HIV avoided going to a clinic or hospital because

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they feared stigma or discrimination related to their HIV status. When people living with HIV
wait until they are very ill before seeking help, they are less likely to respond well to
antiretroviral therapy (ART).

The report highlights that these fears are not unfounded. Across 19 countries with available
data, one in four people living with HIV have experienced discrimination in health-care settings
and one in three women living with HIV has experienced at least one form of discrimination in
health-care settings related to their sexual and reproductive health (UNAIDS, 2017).

With the preconceived stigmas that surround HIV, there has also been a lack of education
directed to key sexually active stakeholders. A United Nations report in 2002 found the majority
of the world's people ages 15 to 24 have no idea how HIV/AIDS is transmitted or how to protect
themselves from the disease. Yet the study also shows that adolescence is the time when the
majority of individuals become sexually active (WHO, 2002).

Overall, surveys from 60 countries indicate that more than 50 percent of young people aged 15
to 24 harbor serious misconceptions about how HIV/AIDS is transmitted -- a strong indicator
that younger audiences are not getting access to accurate information. In some of the countries
most at risk from the virus, the proportion of young people who have correct knowledge to
protect themselves is as low as 20 percent. The result: half of all new infections today are those
individuals between 15 and 24 (WHO, 2002).

Furthermore, there is a showcased lack of trust within the healthcare industry. The 2017
Edelman Trust Barometer showcased a sobering picture of the state of trust around the world.
The report demonstrated a decline in trust in four key institutions: business, government, non-
governmental organizations (NGO’s) and the media (Edelman, 2017). In this climate, the
public’s societal and economic concerns, including globalization, the pace of innovation and
eroding social values, turn into fears, spurring the rise of populist actions now playing out in
several Western-style democracies.

Trust in healthcare remains low compared to other industries and pharma remains in the
“neutral” territory. The study showed that pharma is still facing trust issues. Eighty percent of
respondents believe that the pharmaceutical industry puts profits over people and 82 percent
believe the government needs to do more to regulate the pharmaceutical industry (Edelman,
2017).

Shifts in attitudes, beliefs and behaviors take time, especially when impacted by the
unprecedented trauma of the AIDS epidemic. Moreover, the longstanding history of
paternalism and patriarchy in medicine and public health has stripped agency from people
living with HIV, especially in marginalized communities, and made it an acceptable practice for

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healthcare workers and other information providers to serve as gatekeepers of vital
health information (Prevention Access, 2017).
In addition to the systemic barriers preventing accurate and meaningful information from
reaching the HIV community and general populous, U=U research is a fresh and groundbreaking
development. Since the information is recent (2016), many HIV information providers did not
have the authority or experience to draw conclusions from the research.

The PARTNER study, published in July 2016, reported zero HIV transmissions from a HIV positive
partner on antiretroviral therapy (ART). The international study detailed 1,166 couples where
one partner was HIV positive and on ART, and the other was HIV negative. The study evaluated
58,000 accounts of sexual intercourse without condoms and enrolled both gay and straight
couples with an average age of 40 years old (HIV i-BASE, 2018).

Despite the PARTNER study’s findings, the research was typically reported independently and
was subjected to potential biases, inaccuracies and political views of HIV information providers.

The culmination of the HIV landscape shows several key communications issues ViiV and the
greater community has in addressing its stakeholders, revolving around the key factors of
education, trust and awareness.

In order to ensure its stakeholders are accurately and meaningfully informed, ViiV and the HIV
community needs to effectively facilitate and communicate trustworthy messages of education
and awareness through targeted media and education campaigns.

Theoretical Underpinnings
VIPR utilized a variety of theories to accomplish its primary goal. These sources included Milton
Rokeach’s Theory of Beliefs, Values and Attitudes, the Storytelling Bias and the Picture
Superiority Effect.

The Theory of Beliefs, Values and Attitudes, as elaborated in Strategic Communications


Planning (2015), is an approach where practitioners must try to tap into a value and base the
alteration of peripheral beliefs on that central belief (Ogden, 2015, pg. 23). By altering the
collection of beliefs and values surrounding an issue or event, one can change the attitude and
resulting behavior.

This can be difficult to achieve, because people behave in their self-interest as they define it -
set by their own beliefs and attitudes. Research must be conducted to understand and address
these beliefs and values before developing messaging to change behavior (Ogden, 2015, pg.
24).

Innovations in the healthcare industry have made it possible to treat HIV with one pill a day and
allow patients to live a long, healthy life with virtually no signs of infection. Once engaged in

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treatment, a patient’s viral load will become so low that it will be undetectable, making them
unable to transmit the disease to others.

This is a completely different outcome and solution for a diagnosis compared to 10, or even five
years ago. To better understand how to amplify this new development and re-engage patients,
VIPR conducted focus groups with HIV-positive patients and elite interviews with HIV clinical
experts to better understand what messaging was most effective in encouraging patients who
have fallen out of care to re-engage with treatment.

By conducting focus groups and talking with industry elites, VIPR was able to build a foundation
for attitude change surrounding HIV diagnosis by shifting beliefs and values.

VIPR developed a multi-faceted media messaging campaign that was built on the nine factors
related to persuasive communication: audience analysis, appeals to self-interest, audience
participation, suggestions for action, source credibility, clarity of message, channels, timing and
context, and reinforcement (Wilcox, 2013, pg. 151). The nine factors are explained below.

1. Audience Analysis – knowledge of audience characteristics such as beliefs,


attitudes, values, concerns and lifestyles provide tailor messages that are salient,
answer a perceived need, and provide a logical course of action.
2. Appeals to Self Interest – people become involved in issues or pay attention to
messages that appeal to their needs.
3. Audience Participation – Attitude or beliefs are changed or enhanced by
audience participation. If a person is active they are more likely to interact with
messaging.
4. Suggestions for Action – People endorse ideas and take actions only if they are
accompanied by a proposed sponsor. Recommendations must be clear to follow.
5. Source Credibility – A message is more believable to an intended audience if the
source has credibility with that audience. Credibility is determined through
expertise, sincerity and charisma.
6. Clarity of Massage – The most persuasive messages are direct, are simply
expressed and contain only one primary idea.
7. Channels – Different media with different features can be used for diverse public
relations purposes.
8. Timing and Context – A message tends to be more persuasive if environmental
factors support the message or if the message is received within the context of
other messages and situations with which the individual is familiar.
9. Reinforcement – People tend to ignore or react negatively to messages that
conflict with their value or belief systems.

In addition to Rokeach’s Theory, VIPR also utilized Storytelling Bias in the development of its
campaign. The Storytelling Bias is derived from a 2006 Wharton Business School study. The
study explored donations to charitable causes and found that people donate twice as much
when presented with relatable stories than with statistics alone (Small, 2006).

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Based on this evidence, VIPR developed media deliverables that emphasized human
connection. The use of faces and relatable stories helped VIPR to connect with its target
audience and emphasize the importance of re-engagement in care.

Furthermore, VIPR implemented the Picture Superiority Effect. The Picture Superiority Effect
highlights the fact that ideas presented graphically are easier to comprehend and remember
than those presented as words (Kliegl, 1987).

Obtained from a University of Michigan study that researched the acquisition and limits of
cognitive skill, the Picture Superiority Effect found subjects who were exposed to images
retained information more than subjects exposed to numbers.

Furthermore, it only takes about ¼ second for the human brain to process and attach meaning
to a symbol (Thorpe, 1996). By comparison, it takes the human brain an average of six seconds
to read 20-25 words or two to three sentences (Thorpe, 1996).

VIPR incorporated these findings in its campaign, developing messages with visual aids such as
infographics, pictures and geometric shapes.

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Secondary Research
To inform VIPR’s primary research, VIPR conducted secondary research that examined pre-
existing data. The evaluation of quantitate and qualitative data provided VIPR background
information that aided VIRP’s primary research.

Secondary research conducted was divided into two categories. First, initial research included
surveying existing research using information provided to VIPR by Southwest Interdisciplinary
Research Center (SIRC). Second, the VIPR team focused on preexisting messaging used by the
U=U campaign by Prevention Access.

When reviewing the data and statistics provided to us by SIRC, the team focused on the
Prevalence Counts by Year, 2007-2016, chart within the 2016 City of Phoenix Continuum of
Care report. This chart reveals that overall in Maricopa County there has been a steady increase
in the number of people living with HIV.

Figure 3: Maricopa County Prevalance Counts by Year 2007-2016

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Next, VIPR chose to review the Continuum of Care in 2016 graph included in the 2016 City of
Phoenix Continuum of Care report. This graph represented the breakdown of retention of care
within the Maricopa community. It starts with HIV-Diagnosed at 100% showing the starting
point within HIV care. Next continues as Linked to HIV Care, Retained in HIV care, On
Antiretroviral Therapy, Adherent/Suppressed and Viral Load Under 50. The take away from this
visual representation of HIV care is that there is a 35 percent drop between the first and second
categories. This concept reflects the idea that most living with HIV do not make it to their
second treatment appointment, hence falling out of care.

Figure 4: 2016 City of Phoenix Retention Rates in HIV Care Continuum

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By conducting a search on U=U messaging VIPR found several examples of previous shareable
materials. These images conceptualized the idea that undetectable equals untransmittable. This
refers to the data that once a person living with HIV has a viral load under 50, they no longer
can transmit the disease.

Figure 5: Building Hope and Ending HIV Stigma

Figure 6: HIV Doesn’t Stop Me

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Figure 7: U=U Informative Messaging

Figure 8: U=U Consensus Support

After conducting this search, VIPR recognized key themes from the U=U campaign. The designs
focused on engagement and emphasizing de-stigmatization. The team understood the
components behind undetectable equals untransmittable. Undetectable equates to a person
living with HIV taking their medication every day and confirming their status by getting two
blood draws a year.

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The VIPR secondary research produced a background of knowledge on general HIV information
and specific U=U messaging. This baseline is the foundation which allowed VIPR to direct
attention to re-engagement regarding our primary research.

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Primary Research
Primary research is the technique of original data collection that includes qualitative and
quantitative research.

The VIPR team conducted primary research to better understand why HIV-positive patients fall
out of care and what messaging would resonate best with members of the HIV community. This
research consisted of multiple elite interviews and three focus groups, executed over the
course of the semester.

ELITE INTERVIEWS

Elite interviewing is the process of interviewing persons who have specialized information
about, or who have involvement with, any social or political processes (Dexter, 2006).

The team began their research by conducting elite interviews with professionals that are highly-
familiar with the HIV community. This included:

R.J. Shannon
HIV Integrated Care Program Director, Native American Community Health Center

Glen Spencer
Executive Director, Aunt Rita’s Foundation

Debbie Rubenstrunk
Executive Director, International Alliance for the Prevention of AIDS

Dr. Thanes Vanig & Gilda de la Garza


Spectrum Medical Group

Dr. Rick Johns & Sue Turner


Pueblo Family Physicians

The elite interviews provided valuable insight as to retention barriers, which included substance
abuse, mental health, insurance barriers, risk of homelessness and lack of transportation.
Additionally, the importance of bi-lingual messaging was a key takeaway.

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Spectrum Medical Group and Pueblo Family Physicians provided information on follow-up
systems, issues with re-engagement and problems with existing education. The team also
learned what platforms were currently in use to disseminate messaging, and what did or did
not work about each.

Meeting with Shannon re-emphasized key points in the team’s messaging. Shannon highlighted
the need to drive down stigma with messaging as she felt stigma was a significant deterrent in
retaining patients in care.

Rubenstrunk provided a key concept in HIV messaging stating that “the H is HIV is Human,”
exemplifying the fact that HIV affects all populations and demographics. VIPR utilized this
tagline in its content development.

Establishing relationships with notable members of the HIV community also served as an asset
when the team recruited participants for the focus groups.

Focus Groups

A focus group is a small group of people whose response to something (such as a new product
or a politician’s image) is studied to determine the response that can be expected from a larger
population (Merriam-Webster, 2018).

After developing sample messages for the campaign, the VIPR team conducted three focus
groups to test its reception amongst members of the HIV community. Demographics of
participants were carefully considered to ensure that diverse perspectives would be included.
On April 23, 2018, VIPR conducted two focus group interviews with members of the woman
and medical practitioner HIV communities. On April 30, 2018, VIPR conducted one focus group
that contained participants from the LGBT HIV community. Specific demographic details are
provided below.

Group 1 Women:

1. White/Hispanic Female, Heterosexual, age 20-54 PLHIV


2. African American Female, Heterosexual, age 20-54, PLHIV
3. African American Female, Heterosexual, age 20-54, PLHIV
4. White Female, Heterosexual, age 20-54, PLHIV
5. White Female, Heterosexual, age 20-54, PLHIV

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Group 2 Clinic Professionals:

1. African American Male, age 20-54, Registered Nurse, McDowell Health Care Center
2. African American Male, age 20-54, Clinical Manager, McDowell Health Care Center
3. African American Female, age 20-54, PLHIV, Medical Case Manager, McDowell Health Care
Center
4. White Female, age 20-54, Counselor, McDowell Health Care Center
5. White Male, age 20-54, Doctor, age 20-54, Pueblo Family Physicians

Group 3 LGBT:

1. White Male, Homosexual, age 20-54, PLHIV


2. White Male, Homosexual, age 20-54, PLHIV
3. Asian Male, Homosexual, age 20-54, PLHIV
4. Pacific Islander, Homosexual, age 20-54, PLHIV

To provide consistency, all groups were organized at Aunt Rita’s Foundation in downtown
Phoenix and were exposed to the same questions from the same moderator. Aunt Rita’s
Foundation provided a central location that members of the HIV community were familiar with.
Participants were shown materials in three different color palettes and were asked a range of
questions that included:

o Where do you get the information you need related to HIV?

o What are the 2-3 most important factors that have helped you or your patients
to keep going to the doctor, getting your labs done and taking your medication?

o How would you respond to these messages? Positive or Negative?

o Which of the messages showcased impacted you? Why?

o What can be added to the messaging to emphasize the importance to keep going
to the doctor, getting your labs done every six months, and taking your
medication regularly?

o Which messages did you like the look of most and why?

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The results from the focus groups provided key insights in the development of effective and
resonant messaging.

Focus group participants felt the use of the VIPR and Oasis color palettes would resonate most.
The VIPR palette contained bold and high contrast reds that participants felt represented HIV,
correlated with color of blood and capture their attention. Participants felt the Oasis palette
created feelings of calmness and freshness.

Furthermore, participants felt using the taglines “U=U”, “My Why”, “Protect the Ones You
Love” and “The H in HIV is Human” would resonate most with the audience, as it felt personal
and direct.

Additionally, participants felt there should be increased cultural diversity in imagery,


incorporation of positive messages, added color photos and personalized messages that utilized
human faces.

Ultimately the information gathered from the focus groups served a key role in the
development of shareable, storytelling content.

29
Stakeholder Analysis
ViiV Healthcare

ViiV Healthcare is a United Kingdom-based global specialist in the human immunodeficiency


virus (HIV) dedicated to delivering advances in treatment and care for people living with HIV. A
pharmaceutical company, ViiV was created in 2009 as a joint venture by Pfizer, GlaxoSmithKline
(GSK) and Shionogi (ViiV, 2014). With a market share of approximately 22 percent of the HIV
market, ViiV is the second largest healthcare company working on the treatment of HIV (ViiV,
2010).
ViiV’s current portfolio of 12 HIV treatments generated sales of $4.3 billion in 2016. The
revenue generated has provided ViiV with financial stability to focus on new medicines to
improve outcomes for people living with HIV and understanding how best to prevent and treat
the disease through research and development.

Arizona State University/SIRC

As an extension of P3, ViiV agreed to partner with Arizona State University (ASU) and its
Southwest Interdisciplinary Center (SIRC) in December 2017. This agreement established ASU
and SIRC with the undertaking of a Positive Pathway Study. The study serves as a geo-targeted
social media/physician leave-behind undetectable = untransmittable (U=U) education campaign
focusing on client re-engagement and care. Overseeing the study is Dr. Wendy Wolfersteig and
Dr. Cady Berkel. Wolfersteig serves as the Director of Evaluation and Partner Contracts of SIRC
while Berkel serves as an Assistant Research Professor at SIRC.

Medical Professionals

The medical professionals who work and have worked with these patients, sometimes for
decades, are critical to developing the campaign’s messaging. These professionals include
doctors, researchers and nurses who are familiar with the disease, treatment, and research
methods regarding it. The team has and will continue to meet with medical professionals to
learn more about the demographics that they work with and what they think is critical to know
regarding HIV and its treatment.

30
Clinics

Figure 9: Maricopa County HIV/AIDS Prevalence

According to this chart, produced by Maricopa County, 61 percent of the state population lives
in Maricopa County. Of the overall new incidences of HIV cases in Arizona, 73 percent are in
Maricopa County, and 68 percent of all HIV-positive patients in Arizona live in Maricopa County.
As indicated in this chart, the majority of HIV-positive patients are male, between the ages of
40 and 60, and contracted HIV through sex.

31
There are three major clinics in the Central and North Phoenix area that service more than 90
percent of HIV-positive patients in the Valley of the Sun. These three clinics — Spectrum
Medical Group, Pueblo Family Physicians and McDowell Health Care Center — have been
determined as the optimal sites to reach VIPR’s target audience. The team has met with
medical professionals at each of these clinics to learn about the process beginning with
diagnosis through treatment. Spectrum and Pueblo are privately-funded clinics, whereas
McDowell is publicly-funded. VIPR is interested to discover if that plays a role in the number or
types of patients that each clinic serves.

Figure 10: Maricopa County Clinics

32
Greater Community

Aunt Rita’s Foundation

Aunt Rita’s Foundation is a nonprofit organization started in 2005 to help the AIDS relief
movement. The organization hosts multiple fundraising events throughout the year to drive
awareness to AIDS and their efforts, including: the AIDS Walk Arizona & Fun Run, the RED
Brunch gala, and the Art for Aunt Rita’s gallery show. The goal of the organization is to
eliminate HIV and AIDS through awareness, education, and support. Aunt Rita’s has helped
provide more than $1.5 million to 16 local HIV/AIDS service agencies. Glen Spencer is the
director of Aunt Rita’s and oversees its strategic planning and coordination. Aunt Rita’s is in the
Parson’s Center for Health and Wellness at 1101 North Central Avenue Suite 212, Phoenix, AZ
85004.

IAPAIDS

The International Alliance for the Prevention of AIDS was founded in 2004 by college students
in Arizona who were inspired by community-focused health initiatives to combat the spread of
HIV. The organization was originally based in India, but a group trained leaders in the U.S. to
continue their initiative in the states. More than 200 college students have been trained by
IAPA and have volunteered in India, many of whom have returned as medical students across
the nation to pursue careers in public health and HIV services. Debbie Rubenstrunk is the U.S.
executive director and develops programs to provide HIV prevention. IAPAIDS is at 1955 West
Baseline Road Suite 113-624, Mesa, AZ 85202.

Southwest Center for HIV/AIDS

The Southwest Center for HIV/AIDS is a medical and support center based in Phoenix that
provides clinical, education, behavioral health, prevention and nutrition services to people
living with or at risk for contracting HIV/AIDS. The center has conducted clinical trials that have
led to many revolutionary discoveries in terms of HIV/AIDS treatments. The clinic vows to serve
all patients, regardless of their race, color, creed, disability, mental or physical health, diagnosis,
inability to pay, age, immigrant status, sexual orientation, gender, political affiliation or belief
system. Gaia Farnam is the preventions programs manager and oversees HIV testing and
linkage to care. Southwest Center for HIV/AIDS is located in the Parson’s Center for Health and
Wellness at 1101 N. Central Avenue, Suite 200, Phoenix, AZ 85004.

33
Audience Analysis
Through its research and media campaign development VIPR determined an overall target
audience of people living with HIV and their partners with six subsequent target groups to focus
its messaging on.

Overall Group

People Living With HIV

The key component of VIPR’s campaign was its target audience —people living with HIV,
particularly those in Maricopa County. These are individuals who have either been diagnosed
and received/denied treatment, or they are people who have not been diagnosed but have
either already contracted HIV or will in the future. The campaign was narrowly-tailored to the
subsection of this group that has denied treatment, as the overall goal was to re-engage them.
VIPR completed adverse reaction training in February 2018 as preparation to interact directly
with these patients.

To get a better understanding of the demographic that VIPR is targeting, VIPR consulted
statistics from the City of Phoenix as well as the State of Arizona.

Figure 11: Public Health Strategic Initiatives Focus

34
This chart, produced by ViiV, illustrates the target demographic of the campaign. Of 100
percent of people living with HIV, only 92 percent have engaged in HIV care, and an even lower
percentage in 2016, specifically. The real target is the percentage of individuals who did not
engage or remain in care.

Figure 12: Rate of Maricopa County Emergent HIV/AIDS by Race/Ethnicity, 1990-2016

Figure 13: Proportion of Maricopa County Emergent HIV/AIDS by Race/Ethnicity, 1990-2016

35
These charts in particular break down the race/ethnicity of people living with HIV in Maricopa
county over the last three decades. The largest demographic affected by HIV is African-
American, followed by Native Americans, then Hispanics, White or Caucasians, and Asians.

Figure 14: HIV Care Continuum by Race/Ethnicity, 2016

After establishing a better grasp on the demographic of people living with HIV engaged in care,
the chart above illustrates the population sizes of those retained in care, on antiretroviral
therapy, adherent/suppressed, and with viral loads under 50.

Partners of People Living With HIV

Although the target of the campaign is people living with HIV, VIPR would not be able to
effectively reach that audience without addressing those closest to them. In this case, the
messaging needs to be effective in addressing the partners of people living with HIV as well as
the patients themselves. Partners may share the same fears as their HIV-positive counterparts,
that the disease is a death sentence or that they should be in fear for their lives. Breaking the
stigma surrounding HIV starts not just with the patients themselves, but with those in their
inner circles.

36
Subsequent Groups

Women

After surveying Maricopa County, VIPR found women drastically underrepresented in HIV care.
According to the Diagnoses of HIV infection in the United States and Dependent Areas 2016 HIV
Surveillance Report, which reports changes and highlights analyses, the total of women
diagnoses in the U.S. increased from 7,435 in 2015 to 7,529 in 2016. In 2016, 939 cases were
due to injection drug use; 6,541 to heterosexual contact and 49 to other cases.

Additionally, the 2017 Arizona HIV/AID Epidemiology Annual Report (ADHS) reflects an increase
of women contracting HIV in Arizona from a rate of 1.91 per 100,000 to 2.71 per 100,000.
These cases identify non-Hispanic black females as have the highest incidence rate of all
women.

The increases in total HIV count nationally and within Arizona, led VIPR to identify women in
Maricopa County as one of its target audiences.

Hispanic

Since the Hispanic demographic accounts for 30.5 percent of Maricopa County and is the most
out-of-care group, VIPR added it to its selected audience.

In 2015, Maricopa County reported that 56.4 percent of the population is white; 30.5 percent
Hispanic and 5.2 percent black, reports DATA USA. According to the 2017 Arizona HIV/AID
Epidemiology Annual Report the Hispanic demographic has decreased from 544 cases in 2010
to 161 in 2016. Yet, the Hispanic total number of cases is second highest group pertaining to
HIV incidents.

The 2016 City of Phoenix Continuum of Care (CPCC) breaks down into stages: HIV-Diagnosed,
Linked to HIV Care, Retained in HIV care, On Antiretroviral Therapy, Adherent/Suppressed, Viral
Load under 50. The 2016 City of Phoenix Continuum of Care reports the Hispanic group has the
second lowest viral load under 50 at 42 percent, meaning that they are most out-of-care group
of the VIPR targeted audiences.

The 2016 City of Phoenix Continuum of Care (CPCC) breaks down into stages: HIV-Diagnosed,
Linked to HIV Care, Retained in HIV care, On Antiretroviral Therapy, Adherent/Suppressed, Viral
Load under 50. The 2016 City of Phoenix Continuum of Care reports the Hispanic group has the
second lowest viral load under 50 at 42 percent, meaning that they are most out-of-care group
of the VIPR targeted audiences.

37
Native American

Within Maricopa County there are five AI/AN communities within the borders which include:
Ak-Chin Indian Community, Fort McDowell Yavapai Nation, Salt River Pima–Maricopa Indian
Community, Tohono O'odham Nation and Gila River Indian Community.

The ADHS report states that American Indian/Alaska Native have the second highest rate of
infection of 18.5 per 100,000. Total number of reported AI/AN cases has decreased in Arizona
from 84 to 47.

Additionally, the CPCC reports that the AI/AN group has the second highest viral load count
under 50 at 65 percent, meaning this group is regarded as the most in-care group of the
targeted audiences.

African American

Reflecting the data, in 2015, the African American demographic is the third largest in Maricopa
County, reports DATA USA.

The ADHS report that non-Hispanic blacks has the highest rate of infection and has almost
doubled in Arizona from 22 per 100,000 in 2010 to 45 per 100,000 in 2016.

Furthermore, the CPCC reports that the Black Non-Hispanic group has a viral load of 44 percent,
meaning more than half of Black Non-Hispanic groups have fallen out of care.

Nationally, Diagnoses of HIV infection in the United States and Dependent Areas, 2016, HIV
Surveillance Report shows that in the United States the Black/African American demographic
has slightly decreased the rate of diagnoses from 43.7 to 43.6 yet remains the most at-risk
group nationally.

The degree of risk and recorded lack of retention in care led VIPR to identify African Americans
as its fourth target audience.

Homosexual Men

In previous years, HIV care and treatment focused exclusively on homosexual men. While there
are other groups we are targeting, research shows that there is room for growth with the
retention of homosexual men in HIV care.

According to the Diagnoses of HIV infection in the United States and Dependent Areas, 2016,
HIV Surveillance Report, the male-to-male sexual contact transmission category count has
increased form 26,459 in 2015 to 26,570 in 2016.

38
Due to the increase in cases, VIPR included homosexual men in its audience selection.

Heterosexual Men

The report also states that heterosexual contact transmission category remains the second
highest transmission category below male-to-male sexual contact and above injection drug use
and heterosexual contact transmission category plus injection drug use.

There is also new information that indicates heterosexual contact transmission category count
has been decreasing steadily since 2011 reaching 3,037 in 2016.

39
SWOT Analysis

Figure 15: SWOT Analysis

40
Strengths

As the second largest HIV pharmaceutical company, ViiV Healthcare possess multiple strengths.
Sufficient funding and a patent on ViiV’s medication ensures limited competition. A dedicated
research team working alongside VIPR provides the quality examination of various
underpinnings. This examination aided VIPR in its understanding of the HIV community. A
natural desire to improve lives of patients also contributes to the overall tone of the campaign.

Weaknesses

ViiV Healthcare has identified their main target audience as patients that have fallen out of HIV
treatment/care, which is a difficult audience to engage. As determined from primary research,
patients who have fallen out of care face a variety of barriers, including; mental health, risk of
homelessness, transportation and substance use. Patient confidentiality laws will propose
additional requirements when conducting focus groups and miscellaneous research. Treatment
access limitations such as insurance, transportation and availability are also factors that are out
of VIPR and ViiV Healthcare’s control – however contribute to the overall difficulty of this
campaign. Lack of awareness of new treatment options is an additional weakness that VIPR will
combat.

Opportunities

Messaging developed based off primary and secondary research could potentially be utilized on
a global scale to improve lives of people living with HIV. Valuable data and insight collected on
the HIV community from VIPR’s research can be applied to future projects. Powerful
relationships with Aunt Rita’s Foundation and the U=U campaign can be built upon.

Threats

Multiple threats present themselves in this project. Stigma surrounding HIV contributes to
difficulty in developing effective messaging. The lack of trust in pharmaceutical companies from
the general public puts messaging at risk if it is characterized with certain medical language.
Competitors of ViiV Healthcare pose a threat if they develop a drug that is similar and take
exclusivity away from their patent.

41
SPEC Analysis
SOCIETAL POLITICAL

Pharmaceutical company National rules and regulations


HIV medication Global rules and regulation
Pfizer Nonprofit pricing structure
GlaxoSmithKline GlaxoSmithKline
HIV clinics in Maricopa County Pfizer
Social media

ECONOMIC CULTURE

Medication production Global market


19 percent market share Pharmaceutical company
Second largest healthcare company International headquarters

Societal

ViiV Healthcare is a pharmaceutical company that specializes in the development of HIV


medications and therapies created as a joint venture between Pfizer and GlaxoSmithKline.
VIPR’s social issue pertains to the trend of people who have contracted HIV not adhering to
treatment. VIPR researched the Phoenix area, as Maricopa county clinics make up 90 percent of
HIV care in Arizona. To participate in community outreach the clinics use social media that
includes Twitter, Instagram and Facebook.

Political

ViiV Healthcare produces medication in accordance with multiple national and international
rules and regulations. Government regulation lengthens the process for bringing new
pharmaceuticals to market and restricts the drugs sector to protect public safety. Governments
create incentives for particular behaviors and encourage the development of safe and effective
drugs (Investopedia, 2015).

Economic

ViiV produces 12 products, currently on the market are: nucleoside reverse transcriptase
inhibitors (NRTIs), non-nucleoside reverse transcriptase inhibitors (NNRTIs), integrase strand
transfer inhibitors (INSTIs), protease inhibitors, entry inhibitors and antiretroviral fixed-dose
combinations. ViiV Healthcare's market share of represents approximately 19 percent of the

42
global HIV market (VIiV, 2018). This makes ViiV the second largest healthcare company in the
world (ViiV, 2018).

Cultural

As suppliers to a global market, ViiV must adjust to each cultural standard, rules and
regulations. ViiV is headquartered in Brentford, Greater London, United Kingdom and serves 15
markets globally, including; the United States, Australia, Belgium, Canada, France, Germany,
Italy, Japan, Mexico, the Netherlands, Portugal, Puerto Rico, Russia, Spain and Switzerland.

Additionally, ViiV Healthcare offers continual non-profit pricing that covers low and middle-
income communities. The access program also grants a voluntary license to 14 generic
companies to enable the low-cost creation of generic versions of ViiV products in developing
countries.

43
Proposal
VIPR’s campaign is designed to encourage HIV positive patients to re-engage in medical care. In
order to implement a Maricopa County targeted media campaign, there must be a baseline
understanding of effective U=U messaging.

Goal
To develop a Maricopa County targeted media campaign to encourage HIV positive patients
who have fallen out of care to resume medical treatment.

Objective #1
To conduct six elite interviews with key stakeholders and three care clinic directors in the
Phoenix HIV Community by May 4, 2018.

Strategies
• To acquire professional insight on effective U=U messaging, retention barriers in HIV
care, advances in HIV treatment and best practices in the HIV care continuum utilizing a face-to-
face communications approach.

Tactics
• To transcribe comments for analysis in order to develop key themes for messaging.

Objective #2
To develop messaging reflecting effectiveness and resonance in the HIV community by May 4,
2018.

Strategies
• To conduct three focus groups with 15 total participants in the woman, medical
practitioner and LGBT communities.
• To measure the effectiveness and resonance of developed messaging regarding re-
engagement in care.
• To observe a diverse population of the HIV community and capture the respondent’s
thoughts regarding messaging.

44
Tactics
• To develop a focus group script that assesses respondents on the effectiveness and
resonance of messaging.
• To record and transcribe focus group conversations focusing on key takeaways/themes during
the focus group.

Objective #3
To develop and design eight media deliverables for Aunt Rita’s social channels for VIPR’s target
audience by May 4, 2018.

Strategies
• To create targeted sharable content to effectively communicate and promote the U=U
re-engagement message to HIV care providers, people living with HIV and those closest to them
within Maricopa County.

Tactics
• To develop and schedule theme-based social media posts on Facebook, Twitter and
Instagram.
• To develop a brochure that describes the benefits of HIV care and provides patients
inclusive educational messaging.

45
Timeline
VIPR utilized the task timeline for executive team operations and proposal implementation.

Task Completion Date


VIPR Logo Construction January 27, 2018
Initial Client Meeting SIRC January 29, 2018
Consultation with Jessica Pucci – Director of January 31, 2018
Digital Audience Programs
Client Document Initial Construction February 5, 2018
Secondary Research February 9, 2018
Prezi Initial Construction February 9, 2018
Adverse Events Training February 12, 2018
Site Visit/Elite Interview: Spectrum Medical February 14, 2018
Group
Elite Interview: Debbie Rubenstrunk – February 19, 2018
Executive Director of IAPAIDS
Site Visit/Elite Interview: Pueblo Family February 21, 2018
Physicians
Benchmark One Presentation February 21, 2018
Prezi Edits V1 February 26, 2018
Client Document Initial Review March 2, 2018
Fourth Annual Integrated HIV Symposium March 12, 2018
Elite Interview: RJ Shannon – HIV Program March 14, 2018
Coordinator
Elite Interview: Glen Spencer – Director Aunt March 14, 2018
Rita’s Foundation
Site Visit – McDowell Healthcare Center March 14, 2018
Client Meeting SIRC March 14, 2018
Prezi Edits V2 March 19, 2018
Benchmark Two Presentation March 21, 2018
Messaging Development for Focus Group March 23, 2018
Client Meeting ViiV March 28, 2018
Focus Group Proposal March 30, 2018
Color Palette Development for Focus Group April 2, 2018
Benchmark Three Presentation April 4, 2018
Focus Group Script Development April 6, 2018
Client Document Edits V1 April 9, 2018
Focus Group Outreach April 13, 2018

46
Consultation with Paula Bothe – Graphic April 13, 2018
Designer
Brochure Construction April 13, 2018
Prezi Edits V3 April 16, 2018
Focus Group Consent Form April 16, 2018
Focus Group Demographic Questionnaire April 18, 2018
Focus Group Content Evaluation Form April 20, 2018
Focus Group Resource List April 20, 2018
Focus Group One - Women April 23, 2018
Focus Group Two – Medical Practitioners April 23, 2018
Prezi Rehearsal One April 25, 2018
Client Document Graded Draft April 25, 2018
Prezi Edits V4 April 27, 2018
Focus Group Three – LGBT April 30, 2018
Focus Group Transcriptions May 1, 2018
Focus Group Evaluation May 1, 2018
Consultation Two with Paula Bothe – Graphic May 2, 2018
Design
Client Document Edits V2 May 3, 2018
Prezi Rehearsal Two May 3, 2018
Prezi Edits V5 May 3, 2018
Final Document May 4, 2018
Final Presentation May 4, 2018

47
Budget
VIPR developed a zero-based budget plan for the Southwest Interdisciplinary Research Center.
In a zero-based budget, all expenses must be justified for each new period from a base cost of
$0. This budget is built around what costs are needed for a work period. This way, unnecessary
costs are reduced or eliminated, and a budget reflects the needs of the client.

According to the Bureau of Labor Statistics, the average hourly wage for public relations
specialists is $35. The VIPR team consists of four student members, so the estimated hourly
wage has been adjusted to $20. The table below outlines the estimates for the work conducted
by VIPR on behalf of SIRC. VIPR was also provided a set budget for any efforts put toward the
development of the campaign, which included a gift card for focus group participants and a
food budget for the groups, as represented in the chart below. Fees are based on the work
conducted over the course of Spring 2018. The table below outlines the estimates for these
expenses.

VIPR Expenses Description Hours Fees

Emails, meetings,
Program Strategy secondary research, $20 (hourly wage) $2,400
and PR plan X 4 (team members)
development X 30 (hours)

Canva-developed
social media posts, $20 (hourly wage)
Messaging visual X 4 (team members) $1,975
Development advertisements, X 20 (hours)
graphic design + 5(hours) X $75 (hourly
consultation and wage for graphic designer)
marketing materials

Elite Interviews $20 (hourly wage) $800


X 4 (team members)
X 10 (hours)

Focus Groups $20 (hourly wage) $800


X 4 (team members)
Primary Research X 10 (6 hours of focus
groups, 4 of
transcription/dissemination)

48
$35 (per gift card, 24 $1,240
participants)
+ $400 (food budget)

Rehearsal, $20 (hourly wage)


Prezi Execution construction, X 4 (team members) $1,600
X 20 (hours)
$20 (hourly wage)
HIV Symposium X 4 (team members) $400
Presentation X 5 (hours)

Composition of $20 (hourly wage)


Client Document semester’s work X 4 (team members) $1,600
X 20 (hours)

Total $10,815

49
Evaluation
VIPR measured its campaign success through the execution of goals and objectives set. The goal
of VIPR was to develop a Maricopa County targeted media campaign to encourage HIV positive
patients who have fallen out of care to resume medical treatment.

Supporting this goal, VIPR’s objectives were to; conduct six elite interviews with key
stakeholders and clinic directors in the Phoenix HIV Community, develop messaging reflecting
effectiveness and resonance in the HIV community and develop and design eight media
deliverables for Aunt Rita’s social channels by May 4, 2018.

Elite Interviews

Through the use of elite interviews, VIPR gained a professional insight on effective U=U
messaging, retention barriers in HIV care, advances in HIV treatment and best practices in the
HIV care continuum. VIPR was able to capture these insights through the transcription and
recording of the interviews. VIPR met with six elites in the HIV community including RJ
Shannon, Glen Spencer, Debbie Rubenstrunk, Dr. Thanes Vanig, Gilda de la Garza, Dr. Rick Johns
and Sue Turner. These interviews provided VIPR a fundamental understanding of the past,
present and future of HIV. Additionally, these interviews provided VIPR multiple contacts when
determining participants for its focus groups.

Focus Groups

Utilizing focus group research, VIPR was able to measure the effectiveness and resonance of
developed messaging as well as observe a diverse population of the HIV community. In order to
measure the effectiveness and resonance, VIPR developed a script that assessed respondents
thoughts, feelings and ideas. Through the conduction of three focus groups totaling 15
participants, VIPR engaged a diverse demographic of subjects including women, medical
practitioners and LGBT communities. Using transcription and recording software, VIPR captured
participants thoughts and utilized them to find key takeaways and themes to develop media
deliverables. VIPR’s key takeaways included; the use of the VIPR and Oasis color palettes, using
the taglines “U=U”, “My Why”, “Protect the Ones You Love” and “The H in HIV is Human”,
increasing cultural diversity in imagery, incorporating positive messaging, adding color photos
and personalizing messages utilizing human faces.

Media Deliverables

Following VIPR’s elite interviews and focus groups, the team finalized eight media deliverables
that encompassed social media messages and clinical brochures. The development of these
deliverables allowed VIPR to effectively communicate and promote the U=U re-engagement
message to HIV care providers, people living with HIV and those closest to them within
Maricopa County. VIPR carried these messages through scheduled social media posts on

50
Facebook, Instagram and Twitter via. Furthermore, VIPR developed a brochure describing the
benefits of HIV care, providing patients inclusive educational messaging.

51
Future Recommendations
Social Media

Based on VIPR’s focus group research, future teams should implement the VIPR and Oasis color
palettes for marketable material and social media posts. This allows future teams to utilize the
VIPR palette’s bright reds and high contrast for engaging material. Additionally, adding the
Oasis palette’s tones of teal can create fresh and calming content. Using the developed
palettes, future teams should implement creative, personalized messages to multiple
demographics.

The VIPR team proposes continuing the development of effective materials for Twitter,
Instagram and Facebook, concentrating on re-engagement of people living with HIV. To
efficiently produce the visual campaign, future teams should follow Aunt Rita’s current weekly
posting rates of three Instagram posts, five twitter posts and three Facebook posts.

Measurement

After producing the messaging there should be an assessment of the effectiveness of messaging
through a second set of focus groups, surveys and analytical tools. This will assess the
effectiveness of messaging with specific target audiences.

Future teams should measure the effectiveness of the campaign using analytical tools to track
engagement rates through the analyzation of likes, shares, and favorites depending on the
social media platform. Future teams can conduct post-campaign primary research by compiling
and pulling successful visuals. These visuals can be compared amongst each other to better
understand the resonance of posts. VIPR recommends that Facebook Analytics, Instagram
Analytics, Twitter Analytics and Keyhole be used in the measurement of the campaign.
Additionally, the future team should follow up with clinic directors and SIRC to gauge the
effectiveness of the campaign.

Clinic Relationships

The VIPR team suggests developing a strong understanding and background of the HIV
landscape and community. Previously, the VIPR team conducted elite interviews and focus
groups to better understand the community. HIV prevention has changed substantially in
recent years due to changes in national priorities, biomedical advances, and health care reform
(Fisher, 2018). For this reason, future teams should continue to perpetuate a firm
understanding of the HIV landscape.

52
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Fisher H, The Changing Landscape of HIV Prevention in the United States. SDC 2018

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Ivestopedia, I. (2015, March 23). How does government regulation impact the drugs sector?
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Appendices

55
Appendix A – Focus Group Information and Consent Form

56
Appendix B – Focus Group Resource List

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Appendix C – Focus Group Questionnaire

58
59
60
61
Appendix D – Focus Group Visual Guidelines
VIPR Theme

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Oasis Theme

63
Desert Theme

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Appendix E – Focus Group Messaging

Figure 16.1 – That’s All It Takes (Male, VIPR Theme)

Figure 16.2 – That’s All It Takes (Male, Oasis Theme)

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Figure 16.3 – That’s All It Takes (Male, Desert Theme)

Figure 16.4 - That’s All It Takes (Couple, Full Color)

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Figure 16.5 - That’s All It Takes (Female, VIPR Theme)

Figure 16.6 – That’s All It Takes (Female, Desert Theme)

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Figure 16.7 – That’s All It Takes (Female, Oasis Theme)

Figure 17.1 – Think Again (Oasis Theme)

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Figure 17.2 – Think Again (Desert Theme)

Figure 17.3 – Think Again (VIPR Theme)

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Figure 18.1 – Times Have Changed (LGBTQ Targeted)

Figure 18.2 – Times Have Changed (Oasis Theme)

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Figure 18.3 – Times Have Changed (Desert Theme)

Figure 18.4 – Times Have Changed (VIPR Theme)

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Figure 19.1 – Protect the Ones They Love (Oasis Theme)

Figure 19.2 – Protect the Ones They Love (Desert Theme)

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Figure 19.3 – Protect the Ones They Love (VIPR Theme)

Figure 20.1 – One Pill a Day (VIPR Theme)

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Figure 20.2 – One Pill a Day (Desert Theme)

Figure 20.3 – One Pill a Day (Oasis Theme)

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Figure 21.1 – True or False (VIPR Theme)

Figure 21.2 – True or False (Oasis Theme)

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Figure 21.3 – True or False (Desert Theme)

Figure 22.1 – HIV is Human (Desert Theme)

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Figure 22.2 – HIV is Human (Oasis Theme)

Figure 22.3 – HIV is Human (VIPR Theme)

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Figure 23.1 – The Spread Can Stop (Desert Theme)

Figure 23.2 – The Spread Can Stop (Oasis Theme)

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Figure 23.3 – The Spread Can Stop (VIPR Theme)

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Figure 24.1 - Brochure (VIPR Theme)

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Figure 24.2 - Brochure (Desert Theme)

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Figure 24.3 - Brochure (Oasis Theme)

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Appendix F – Focus Group Tally Sheet

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Appendix G – Focus Group Motivational Techniques

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Appendix H – Logo

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Appendix I – Placement Mock-Ups

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89
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Appendix J – Revised Placement Mock-Ups

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Appendix K – Social Media Messaging Mock-Ups

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Appendix L – Revised Media Messaging

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96
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Appendix M – Revised Brochure

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Appendix N – Focus Group Transcriptions

Focus Group One (LGBT)

Jackson: [00:00:00] Well thank you all for participating, as we mentioned earlier we will be
recording this but it's for research and we'll ask you to complete a form with some of your
personal information.

Jackson: [00:00:12] There is the brief questionnaire as well as a couple of our developed
materials including color palettes brochures some social media posts and then an evaluation
form for after the end of our conversation.

Jackson: [00:02:47] Let's spend some time let's go through the packet and let's write down and
capture some of our thoughts. Spend some time looking at each one you'll see kind of the same
message but again in those different colors schemes. So write what you think what jumps off
the page and use this tall sheet kind of as good way to capture your thoughts please use this
even if you think you're being too harsh or anything like that. Write it down. We're totally open
to all feedback.

Jackson: [00:03:46] What the colors will represent is what we'll intend to use in our media
campaign

B: [00:05:17] Saying HIV is easy dismisses the struggles we face. I wouldn't want your messages
to affect people thinking it is easy to be undetectable.

Jackson: [00:11:21] So I think the best way to do this would be just to go around the table. A if
you mind if we if we start with you if that works. So did you think about the messages, just in
general the overview of some of your thoughts?

A: [00:11:41] I like the one pill a day two blood tests a year. The first image I like the color of the
VIPR themes. The guy with the beard throws me off.

Jackson: [00:13:09] Do you think because that one had color it jumped out more than some of
the other ones?

A: [00:13:13] No it was the couple in the image. Just the faces. I like the image with the colors
of the gay flag. It also introduces the idea of U=U, which I think is strong advertising.

A: [00:15:50] What is eye-catching is the VIPR the red one. To me, it shows me more facts,
represents HIV. I feel more comfortable with something along those lines.

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A: [00:16:59] The quote symbol is connected to the victims of suicide and they get them
tattooed of the quotations. I tend to think this would be messaging for that rather than HIV.

A: [00:17:15] The one pill a day just doesn't really resonate with me. And the true and false one
has too many words. It is just not worth reading. And the skin tone color just does work for me.

A: [00:18:45] I like the eye of the women but I am not sure of what she is trying to say.

Jackson: [00:20:06] Was there one that was your favorite if you had to pick one?

A: [00:20:22] Any with a variety of people. And the red and white colors, I can relate to it and it
would do very well I think.

B: [00:21:17] I really like this color combination, the red one. For me, the red really pops up and
for me, it's a blood disease and red equals blood. I really do like this.The desert tone seems to
just go into the background.

B: [00:21:54] The thing that spoke to me the most was number 11 the rainbow one. The flag
for me is freedom and connects me to people who feel how I feel. To see it now associated with
HIV it is emotional.

B: [00:23:22] And the thing is HIV affects everyone so putting this in specifically gay bars would
work best.

B: [00:23:50] For the image with all the people there needs to be more ages. From seniors to
teenagers. I like 15 a lot.

B: [00:24:40] I feel like the true and false is too wordy and I can't read it.

B: [00:24:49] The desert color makes me not even want to read it.

B: [00:25:41] Would you say that the tagline the spread can stop, it starts with. Was that your
favorite tagline would you say?It resonated with me, but my favorite was the times have
changed. When I first got diagnosed, it was a death sentence back then. And taking
responsibility, you have to take responsibility for your status. Now people post their status on
social media like Grinder.

C: [00:27:59] C what you what did you think? The Oasis blue was my favorite. The VIPR colors
are what I think we are all used to. The Oasis makes me think of what is new in HIV. The desert
to me looks like it would be old information. Outdated. The one pill a day, two tests a year was
my favorite tagline. I think depending on who the information is for depends on who should be
in the image.

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C: [00:31:49] Some of these are difficult to read. The teal blends together. Overall the type
needs to be bigger. Make it simple for us to read.

C: [00:33:27] Those who have HIV know what U=U is but not the general public.

D: [00:34:15] Mostly I agree with the blue. I like that. But the blue and grey don't really go. But
the red and grey look the best. The blue looks fresher for the brochure.

D: [00:34:58] I am drawn to the posts with color, but I don't like the way the way number 4 is
cropped. I think changing the people in it to someone who looks real could work. There is a
difference between companies who get it and who just wants to hit a target audience.

D: [00:38:14] It needs to not be stock photos it needs to be real people. You feel that
connection. I like the messages in the one pill a day two test a year. But, the one pill a day isn’t
true for everyone. The numbers really stand out though.

D: [00:40:13] I really don't like the model in this, it looks like a Glamour magazine. It doesn't feel
targeted towards me or maybe if it was the way it is cropped.

D: [00:41:04] I like the U=U messaging because I feel like a lot of people don't know this. But
also, it is a very small of the population that is at this point. Also the true and false is too wordy.
The spread makes things sound dirty and something really bad to have. I think that this could
be more of a positive message.

Jackson: [00:43:56] All right. And I told you I'd tell you what our target is. I like to reserve that to
see if maybe we can think of something without telling you. But we're really looking and
focusing on the reengagement into care aspect.

Jackson: [00:44:14] So looking at people who have fallen out of care and we're encouraging the
re-engagement and so kind of how we've thought about that is we'll be displaying these ads
and the brochure will go into a clinic and then we'll also explore some social media as well as
bus stops within maybe the light rail and billboards stuff like that. Where do you think some of
these messages would catch your eye.

A: [00:45:02] Personally for me it would be a billboard. I was waiting for the bus and it was a
huge black billboard and it said knowing. And it said something about HIV. But it really caught
my attention and I will never forget it.

B: [00:45:55] I didn't know that there was a group of people that would fall out of care. I would
think maybe hospitals have brochures or posters in there. Because if they are falling out of care
they are going to get sick.

B: [00:46:33] I think that billboards in the Melrose district would be successful. Also the trifold
in the bar in that area. I think of homeless people and my second thought is guys who just don't

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want to take medicine anymore. I think the more place you can put information that is specific
to those groups the better they will receive it.

D: [00:49:14] Also on public transit.

Jackson: [00:50:38] So we kind of talked about the retention or the re-engagement piece. What
has helped everyone here you know stay consistent in going to the doctor, getting your labs
done and taking your medication? What helps what helps everyone?

A: [00:51:14] I just know that a friend of mine told me that when she doesn't take them then
she will get sick. Personally, I know someone simply because he refused to take his pills.

B: [00:53:23] I think depression for some people would cause them just to think I can't do this. I
got stomach cancer and when they looked into why it was how strong the medication was. My
white blood cells were not performing because the medicine was so toxic. But just by talking to
my doctor we switched the medication. So for me, it is difficult for me to understand how
someone could stop taking meds.

C: [00:54:45] I think finding out why they're not in care is the key because if they are on drugs
they need to address that first before dealing with HIV care. Whatever the barrier is care is only
a temporary fix if you don't deal with the why. Why they choose not to be in care.

B: [00:55:41] Sometimes just being gay can be a barrier. You can turn to drugs to cope.

D: [00:56:19] It is very difficult for people suffering from chronic depression.

D: [00:56:45] When I was diagnosed I was in college and it was a death sentence back then. I
noticed the people who live fought and asked why. You question things and you become a
partner in this. So maybe asking why are people going on and off meds instead of just how to
get them back in.

Jackson: [00:57:43] So I think everyone really hit on what these barriers are and what we've
seen is people at risk of homelessness, substance use, mental health as well as the ability to
cover insurance basically are kind of the four key barriers that prevent people from engaging or
re-engaging or in care. And so I think everyone hit on those on those four and so we really want
to make these messages personal in the sense that it is a personal thing. And so that's why I
think some of the takeaways that I have and correct me if I'm wrong but it seemed like
everyone enjoyed the personalized aspects of these messages whether it be the taglines that
centered on you or the faces in color that seemed to jump off the page a little bit more. Were
there any taglines that maybe anyone thought of that that we could that we could use or
anything that comes to mind that you think would be helpful in a campaign like this?

D: [00:59:12] One thing is that one pill a day is really easy to hide. I think that is something that
people will like. Like for people in college and you really are trying to be careful.

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C: [01:00:30] I think the more targeted messages you can get out the better. I just think there
are a lot of different variables you need to address like for me I like the one pill a day but others
may not.

Jackson: [01:01:07] Were there any final thoughts or were anything that we didn't cover that
anyone would like to add?

D: [01:02:15] Care is really changing and it is really nice to see a billboard that is a positive
message.

A: [01:02:43] And we aren't in a time where this is just a gay disease anymore. There are so
many other people are affected nowadays. Like why couldn't these messages in straight bars?

Jackson: [01:03:17] And then if that's everything I'm just going to ask everyone to wrap
everything up and put it back in that folder that we attached. Certainly, keep the gift card and
the resource list. And then certainly if you have any other questions moving forward I think
everyone has my contact information as well as the team's e-mail address. So if you have any
other questions just let us know there. I'm happy to respond. Also, make sure you grab some
bagels and some fruit on the way out.

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Focus Group Two – Medical Professionals

Jackson: [00:00:01] Thanks for taking the time out of your days to join us today. My name is
Jackson. This is Ashley and we have invited you here today to get some feedback on materials
that we could use in the future. So, we're a student-led team at the Walter Cronkite School at
Arizona State University and we're working on our public relations degree that we're working to
develop some of this messaging for HIV. So, your insights and opinions are really important to
us and we'll present you are messaging examples that we have asked several open-ended
questions. It's not a test so no right or wrong answers.

Jackson: [00:00:47] As we mentioned earlier we will be recording this but it's for research and
we'll ask you to complete a form with some of your personal information. But your identities
will remain completely anonymous and our records and our presentation our information will
just refer to all the participants is A, B, C, D.

Jackson: [00:01:18] So we're shooting for about an hour and 30 minutes away. Please ask that
everyone silence their cell phones give everyone a chance to voice their opinion. You may
address one another as you see fit. We do ask the neighbors of each other's opinions. I'm here
to facilitate the conversation. And once again thank you for participating. Are there any
questions anyone has before we get started? So, this is out of journalism school journalism
school and our emphasis if you will is public relations.

Jackson: [00:01:53] So I'm going to distribute these packets as well as a couple of pens, If you
wouldn't mind passing those down and then I will go through each packet with everyone.

Jackson: [00:02:13] And so right off the bat is just some some housekeeping. It's information
section and consent form. And I can certainly read through that with everyone. So, like I said
we're a student-led team at Arizona State and we're conducting what we're calling content
assessment under the supervision of Dr. Fran Matera. So, she's a director of our program.
You're invited to participate. The purpose is to discuss the effectiveness of messaging
campaigns regarding HIV treatment and gather your feedback on materials that can be used in
the future. We want to understand media messages that you think are effective and we'll use
this information to develop some future messages as well. So, if we're participating it will be a
group of three to five weeks today like it's four and there will be a facilitator myself who will ask
the questions and direct the discussion as well as a note taker to write down or record some
ideas conversation expressed within the group. If you volunteer to participate you'll be asked
some regarding and relating to your experience with HIV and these questions are simply to help
us better understand effective messaging. As I mentioned earlier your identity will remain
anonymous and will just reference ABC D. Your participation may benefit you and others.
However, if something causes discomfort. We've also included a list of resources where
counseling is available.

Jackson: [00:04:07] And so on. Yeah, we ask once again that everyone respects the privacy of
the other group members and will everything once again is confidential. So, by signing this

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consent form you're indicating that you fully understand the above and agree to participate in
the focus group.

Jackson: [00:04:58] So this next portion is just our questionnaire. As far as some demographic
information once again this is just purely for our purposes only we remain completely
anonymous so if we could spend some time filling this out that would be wonderful. If you have
any questions just feel free to ask me.

Jackson: [00:12:57] So has everyone completed the questionnaire. Great. So now we can kind
of get into the nuts and bolts of what we'll be looking at today. So, I'm just going to walk
everyone through the packet and give a brief description of the items that are in conjunction
with it. And so, the first thing you should see is a basic visual guideline and so we've developed
three different color schemes associated with our messaging. This first red black and white one
is what we call the Viper scheme or VIPR which is our team name next you will find a desert
theme that takes cues from Southwest landscape and the sunsets. And then our third one is
what we're calling our oasis theme. And so it takes a lot of cues from blue like water with teals
and greens. As you will find moving on through the packet you'll see a lot of these messages as
well as three developed brochures so these brochures will act in a clinic scenario and that's why
this is really important and why we really value your insights on these. So, the coffee is all the
same within all three of these. Nothing is different other than the color schemes. And then as
we move to our messaging you'll see very similar things the same messaging but made up in the
different color schemes that we're gathering feedback on. And we've also provided numbers on
the top left corner of each of the messages.

Jackson: [00:14:41] And that will help in the form that I'll talk about a little bit later. So, after
those messages and you all have some time to go through and look but feel free to market this
document as much as you'd like in regard to what you like and what you don't like and what
you think could be changed. Think of it almost as. A paper that you're reading. We really
welcome any of any and all feedback and so from there you're also seeing some components of
using motivational interviewing. So please take a look at this. Should be two pages again feel
freedom marker directly on the foot or behind it whatever works best for you and then follow it
back. So, I think at this time I'd be most effective for us to just take you know 10 to 15 minutes
going through some of the messaging and then after that we'll have a little bit more of a
discussion detailing some of our thoughts that works with any questions about kind of the
process.

D: [00:16:08] So basically as we're looking at the color the words of everything. What
specifically do you want to say how we feel what we think what.

Jackson: [00:16:25] So a little bit of all of it. I don't want to do is too much direction. As for your
feedback because we welcome all of it. Although that tally sheet should give you almost act as a
compass you little bit of direction. So, feel free to read through that. And I'm also going to ask
some follow up questions. So, any thoughts that you may have in your head when I asked these

106
questions they might prompt some of those responses whether it's not directly reflected in the
tally sheet.

A: [00:17:00] Well you know red is the color of the HIV association so it makes sense to me for
this to be red.

Jackson: [00:17:14] And this is all back it's going to be utilized and so feel free constructive
criticism credit flat-out criticism everything is helpful to us.

A: [00:17:24] I don't love you don't have to die from HIV. Maybe there is some way to rephrase
that maybe not. I don't know. It's something you can talk about it.

A: [00:17:48] So I saw this billboard on Melrose and I love that slogan It's on dangerous if you
don't know you have it.

D: [00:18:03] I like that one that's the one that's for HIV and the one for Prep is it's only
dangerous if you're not prepared.

Jackson: [00:19:02] All right so let's go around the table introducing ourselves with our first
name and then the other thing I want to ask you about is your favorite season and why. So, I'll
start. My name is Jackson and my favorite season would have to be for just because days. I'm
originally from South Dakota. And so, coming here your eliminated from the seasons and fall is
the one I miss the most.

C: [00:19:30] I'm C and I think that I don't know yet but I've heard that summer is the only time
where the heat kills the allergens. So, if it true, it will be my favorite season.

B: [00:19:51] I’m B. My favorite season is spring because I see with windows open window.

A: [00:20:16] I'm A my favorite season back east is Fall because I like how the colors fall like this.

D: [00:21:21] I am D and my favorite season is Fall because duh also I am from the east coast.
You got new shows that come out. All kinds of things begin to starts. All life begins kind of in the
fall.

Ashley: [00:22:01] I'm from Massachusetts and I like the summer so not popular but late
August. So, late summer.

Jackson: [00:25:35] Then you will also see the taglines provided on the tally sheet.

A: [00:26:02] Is U=U true?

Jackson: [00:26:12] It is recognized by the CVC.

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A: [00:26:57] Accessible implies to me that there is some treatment option that is not
accessible. So, people might think oh I don't have insurance, so I don't have accessibility.

Jackson: [00:27:19] Write it down but we have a discussion too. The more feedback we get the
better our messages can become.

D: [00:27:34] Well just so that I verbalize it and don't forget to say it, this one number two. For
the think again media example, I like it because it is a lot of what we deal with patients where
they become almost frozen in a way where they are unable to function and do stuff like when
their meds run out and they become almost helpless. There are really simple things that one
can do when that happens. The only thing about it is that it seems a little wordy. I wouldn't
know how to write make that make that shorter so I'm actually doing something kind of along
those lines from my capstone project it's basically a poster presentation that says what you can
do when you can't get your meds.

Jackson: [00:29:24] Referring to the numbers just make it easier, for example, there's a
question on the questionnaire that I'll ask what message resonated most with you. And then,
for example, you might write 23 years.

Jackson: [00:30:14] If you have any other questions feel free to ask?

A: [00:32:17] Are you thinking that you would be doing it in English and Spanish?

Jackson: [00:32:21] Yes, we've explored bilingual messaging as well.

D: [00:34:36] When you say which version do you mean which color palette?

Jackson: [00:34:40] Correct.

D: [00:35:14] The one thing I liked the most is it's only dangerous if you don't know it's there.

Jackson: [00:42:43] Did you see this as well, everyone got to check this out the elite
interviewing sheet.

A: [00:43:03] Yes this started way back in the 90s. I have seen this before.

E: [00:59:45] *Group Member E Joins Late*

E: [00:59:54] I think also HIV because of red being associated with the ribbon I think that is what
I like too.

Jackson: [01:02:42] All right so everyone in a good place to discuss some of the messages. So
just first things off and maybe we can go around the table it might be the most efficient. But
just in general what do you think about the messages and the messaging.

108
D: [01:03:02] They were fair. They weren't magnificent but they were fair. The only colors that
really worked with the Reds. The other two-color palettes really just did absolutely nothing. I'm
very conscious of seeing people that look like my patients and those people in these images not
many of them look like my patients. I'm like OK maybe this isn't for my patients. I think I wrote
in there I didn't see a single Asian in there.

D: [01:04:02] Number four, the color for the numbers you can't really see them at all. With the
other pictures of the gentleman with the beard. You need a little more color in there other than
the red like maybe his eyes or something so that he gets some life and that just the words in
there. The picture with the young lady is not good because she's smiling and the word is right
on top of her lips. So it just looks funny. The best image in here was the image with the pride
flag with the times have changed. That's excellent messaging in my opinion. And visually that is
appealing whereas the other ones are either ok or blah. The image of the people you have like
one person of color possibly a Hispanic but you don't quite know. So it doesn't really do much
for me in terms of me being able to go to one of my patients and saying here take this. And also
it says they're taking a pill a day to protect the ones they love.

D: [01:05:35] I think to say a pill a day can protect the ones that you love is a little bit more
accurate because you don't want to create a sense of something that may or may not be there
with this specific patient. Not every patient can take one pill and you know be OK. You also
have patients with all sorts of issues that make it so that may not necessarily be true for them. I
understand that you can't market everything to every single individual. But for some people, it
would be OK. Some people it is perfect. I don't necessarily see those people all the time a lot of
patients I see are people who can't be on one pill they have to be on multiple or are people
who have maybe psych issues or psychosocial issues that this sort of thing may not do much for
them. I think it's good for people who are newly diagnosed depending on how their situation
plays out. I think this sort of thing is probably best to say it's not the death sentence that it was
1986. You know it's new world. And what was the other one that I saw, It says that HIV is easy I
was like that one. Because treating HIV as easy. I was telling somebody else you know if you've
got diabetes and you got HIV, HIV is so it was easier to treat the HIV versus diabetes which you
know stigma wise HIV is certainly heavier than diabetes. So, in general, that's what I think. I
think this needs to change with some of the fonts and things like this. When things are
oversimplified to the point where it may not be correct. This is true or false. HIV positive
patients are unable to transmit the virus to others if they take one pill a day. That's just not
factual. If they are undetectable and untransmittable for X amount of time and are consistent
with their medications then yes. But to say it this way just sounds childish. And a lot of these
are not unaesthetic they're just hard to see. The oasis ones like you can barely see them. The
type here needs to be bigger.

D: [01:08:43] This is messaging I like to the stop the spread. I like too because people think that
they can't have sex anymore because they're going to pass the virus.

Jackson: [01:09:12] What about the brochures?

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D: [01:09:17] In general I like them, these colors here don't do anything for me. This was
horrible. The gray doesn't do much for me and the red was a little more vibrant instead of kind
of muted or made neutral is kind of neutralize. It would grab my eye and make me do
something. The color on the insides is a little better. This messaging I really really like and I like
it there. With daily medication that's accurate. The two blood tests a year that is not everybody.

C: [01:10:33] I think that that is true for a certain group of people. Most of the marketing is
targeting people who have no issues with adherence. You know they didn't experience the
stigma. But there is a much larger group of people that none of this would work for them. U=U,
that doesn't work for a lot of people because they may be an undetectable today buy next
month they fell out of care.

C: [01:11:26] If this marketing is to help to stop the spread of HIV it has to be marketed to
adults who are really struggling with adherence and staying in care.

E: [01:11:48] You know there are so many psychosocial issues are those issues that you brought
up that I believe if we could figure that out the disease would be over. So but I do think that
certainly have to do this. And I think U=U is, of course, one of the prongs of power of how we
are going to get there. To get patients to do that is not for everybody. Most of those people
that you know those are high functioning people, people that have jobs, homes, food and
transportation and supported by clinics.

E: [01:12:53] Thing is it's a little busy, from reading your brochure for me and I think it should
be simpler maybe. What grade level of education did you put this out. It should be 5th or 6th
grade. If you had a picture animation of a cartoon that's even better. They're not going to
concentrate sit down and read it through this. So to me, this is way too busy.

E: [01:13:52] I think you know like treating HIV is easy, it really is for us, if they take their meds
it's all the other issues. Somehow if you can make it simple so people go oh yeah I get that.

E: [01:14:34] Everybody in this room knows this, is that you should target those individuals that
are at the highest risk. And I'm not seeing that here. So what do we know is the highest risk in
the nation, young black males where are my young black men here. That should be your
number one thing. We know that 50 percent of those guys are men who have sex with men are
going to be positive. That's what you need to be targeting. Next are people of color, Latino. But
white people they're more educated and they got more money. You need to focus on those
groups. Transgender the highest risk, too.

E: [01:16:26] We just got new information that it's even worse in some cases in African
American communities with transgenders concerning the transmission of HIV. Because what
are they most worried about their hormones. They are not worried about HIV. So I think those
are three main groups.

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E: [01:17:46] It looks like 80 percent of the people are white. And that's where the epidemic is.
You're so changing up there. I agree with you I like the rainbow one. I think that it appeals to
the gay community but it's not earth-shattering. I mean we have a lot of similar things that
we've seen in the past. So I think the thing is if you had something that really stuck out to the
communities, you know I think you're going to grab their attention.

D: [01:18:59] You could have an image of a couple and show this one has HIV and this one does
not. And then be like they are not going to pass it. I don't know to show that that's the
possibility.

C: [01:19:28] I think that some of the most effective marketing from the tobacco commercials
were hardcore. Don't be afraid to be controversial. You might reach that population, that
majority that is not engaging in care. You have to be willing to scare people.

E: [01:20:03] I don't see anybody that's a teenager. There is another huge group to target
because they don't remember those days when HIV was a death sentence.

A: [01:21:25] So I like what people have said I like the red and less is more in terms of words.
Make it 5th-grade level, make it easy and bilingual if possible. I like the flag, I didn't like as I said
earlier that you don't have to die. I just wonder if we can rephrase it and say you can live a full
and healthy life you will live. You know you can live a healthy life as you can. I think what I hear
when new patients come in and I said well what do you know about HIV. And they say well it's
not like how it used to be and I said no HIV is the same the disease process is the same. What's
changed is treatment. And I think the young people don't realize we have a treatment that
works now. They think somehow HIV has gotten better. I do think there needs to be a more
diverse representation. There's a lot of pasty white people on this. You know and we need
young people. We need people with blue hair and piercings. I think that there's a much deeper
area to go in terms of hitting all those places you need to.

A: [01:23:32] I like the brochure, less is more. In the brochure the thing about reproductive life,
you need to be undetectable before you get knocked up and we want you to plan your knock
up. Also, the sentence of no one living with HIV is in danger. Some people are in danger. Those
people even though they're living their normal lives they're dying of other causes related to
HIV.

D: [01:24:56] Because I deal with everyday people every day and I think what if I told this to this
guy, he wouldn't get it at all. And it's like you can give him any of that you know. So contrast
that with the patients that I don't have to see them often who are doing what they're supposed
to do and who I don't need to see that often because they have any other life pieces in place,
they don't need as much of me as I need to give.

B: [01:26:08] I think you need you need to talk about pregnancy as well.

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B: [01:26:16] You know there's another target that a woman needs to take care of herself and
take her medicines and get undetectable.

E: [01:26:47] So things have changed and sometimes I think women think they can't have a
child and they're so excited when they find out.

Jackson: [01:27:33] Thank you very much. So you probably thought I was being a little bit coy
and a little bit under the wind but that's kind of the point of this focus group so I'm glad that we
get on this in the discussion. But what we're focusing on the reengagement in care process and
that targeted individual. So if we missed the mark we've missed the mark but that's why we
want to get this feedback. So we're looking at not only the development of the messaging but
where it's going to be placed as well. So what would you think that this would resonate most
with people who are struggling with the reengagement in care?

A: [01:28:33] Bus stops, billboards, Charlies,

B: [01:28:34] adult bookstores.

E: [01:28:50] And if you do posters at local bathhouses that we have here, even giving them to
us and putting them in our exam rooms.

C: [01:29:11] Then ads on some of those hookup apps. Like Grindr and SCRUFF.

E: [01:29:49] And those are the high-risk groups right.

Jackson: [01:29:59] What do you think are the two the three most important factors that help
you re-engage clients into care work or continue them to make regular visits to the doctor to
continue to get their labs tested.

D: [01:30:18] Health insurance.

C: [01:30:21] I think if you have to help them deal with the other psychosocial issues they are
dealing with. If they're homeless you have to deal with all of that stuff before you can even
begin to talk about getting engaged in care.

A: [01:30:44] And so even before the substance abuse and all that stuff start the mental health
issues are so important issues that aren't addressed and kept people from developing resources
to help them get through difficult times. So I think to be sensitive that there is an element of
shame in our population.

E: [01:31:59] I think there needs to be a reason for them to come back. And also we might be
the only stability that they have. I become like their extended family. You do too. And you know
them more than anybody so I think if you make that connection that's probably how you're
going to get them to come on back. I don't know how you translate that but I think that's

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probably why this clinic does well, why we do good and other places do too. Because we have
that connection.

E: [01:33:30] I think we all work harder than anybody to try to make sure they maintain care to
make sure that they stay signed up all that stuff and if they don't come back and don't have
their insurance was OK and deal with it together.

C: [01:34:30] And I think that's where we missed the mark sometimes too as providers doctors
and everybody involved is that we do this cookie cutter thing and we don't take time.

E: [01:35:50] If you've got sensitive staff that understands that you are set. You know I told my
other providers you realize they had to ride the train on the bus and because their cab didn't
get here. And so you're going to punish them? I think that we have to have that flexibility.

Jackson: [01:37:04] Great. And then if you had to pick one of the messages that stood out to
you most which one would it be?

A: [01:37:20] It's only dangerous if you don't know its there.

C: [01:37:36] I think the times have changed would prompt people to just do a little Google
search. That's one of the biggest things is the lack of education because most people's memory
is the initial picture from the early 80s. Also, current education for the public is still dated.

A: [01:38:02] More education is what needs to be out there because you don't really pay
attention to something unless it affect you directly.

E: [01:38:31] I still like the one pill a day to protect the ones you like.

C: [01:38:52] What do you think about U=U campaign?

E: [01:38:55] I think it's one of the things that we need to have just to help people understand if
you stay undetectable there will be less transmission.

E: [01:39:52] So I think it's just one of the many avenues.

Jackson: [01:40:08] So let's visit the motivational interviewing.

A: [01:40:24] Motivational interviewing is a wonderful tool. It's sort of the saying to the patient.
What do you want, here's what I think and where can we meet in the middle so that I see you
again.

A: [01:40:37] What it might mean for some patients because I know we have a few here. They
don't want to be on medication. If within the relationship with the medical provider there is
judgment, that patient isn't going to come back to that medical provider.

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A: [01:41:44] The thing is it is about the relationship. And that's what's really important now. To
know that you can come back here and say yes I'm not using a condom. Your medical provider
is going say I'm glad you're here. What keeps you from using condoms and how can I help you
be safer.

Jackson: [01:45:15] And is there anything that we didn't cover that anyone would like to add?
Or any final thoughts before we close down the discussion?

E: [01:45:32] Don't forget about billboards. I think we hit everything.

Jackson: [01:47:20] Great. Now I just ask that everyone puts all their information back in that
package. Thank you again for participating.

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Focus Group Three – HIV Positive Patients

Jackson: [00:00:00] And so what you'll find in the packet is just some information talking about
what the focus group is about

Jackson: [00:00:09] As well as a consent form just to your participation. And then from there,
there's also a resource list a brief questionnaire that will start out with as well as a couple of our
developed materials including color palettes brochures some social media posts and then an
evaluation form for after the end of our conversation. So. I'll just give everyone a little bit of
time to read over the information section and consent form. And then we can get started if that
works... So, thanks everyone for joining us today and thank you for taking time out of your
schedule to participate in our focus group. My name is Jackson alongside me and Ashley,
Savannah and our director, Fran Matera.

Jackson: [00:05:10] So we're actually a student-led team at Arizona State University. We're a
student-led team at Arizona State University at the Walter Cronkite School of Journalism and
Mass Communications. We work in a kind of a capstone experience called The Public Relations
lab. And so, our mission was kind of to develop some messages regarding HIV. And so, we
invited everyone here today to gather your feedback on what we could potentially use in the
future. Your personal insights and your opinions are very important to us and we'll present
examples of messaging to you and asked several open-ended questions. Fortunately, it's not a
test. So, there are no right or wrong answers.

Jackson: [00:06:03] We're going to record this discussion and the completed form you filled out
with your personal information will remain completely anonymous in our records and
presentation of the information we'll refer to everyone as participants. A,b,c and D. And this
discussion is going to last about an hour and a half and we ask that everyone please silence
their cell phones and give everyone a chance to voice their opinion. You may address one
another as you see fit but we do ask that you remain respectful of each other's opinions. I'm
here to facilitate the conversation. And again, we thank you for participating. Are there any
questions anyone has before we get started?

Jackson: [00:07:02] So, I just want to go around and introduce ourselves. All started out. My
name is Jackson and the other question I want to ask with that is what is your favorite season
and why. So, my favorite season is Fall personally because I'm from South Dakota and we don't
get much of a fall in Arizona. So, I missed quite a bit and I really enjoyed the leaves changing
kind of the change of the seasons. So that's my introduction.

A: [00:07:26] My name is A my favorite season is spring because things are just starting to
bloom. And it's not too hot.

B: [00:08:54] My name is B I from New York I have been here for 20 years. I like four seasons. I
have always liked warm weather. October for me is when the weather is perfect.

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Dr.Matera: [00:08:54] I’m Fran Matera and I appreciate late fall.

C: [00:09:13] My name is C I think growing up in Northeast [00:09:00] Ohio I appreciated Spring


because of the break of winter. Now I'm here in the desert I like winter so I can hide from the
outside. [00:10:00]

D: [00:10:09] Hi my name is Jackie and I like spring. Everything is new and blooming.

E: [00:10:10] I am E my favorite season is fall. I like the color of the trees.

Savannah: [00:10:10] My name is Savannah and my favorite season is right at the end of fall
beginning of winter.

Ashley: [00:10:11] I'm Ashley and my favorite season is Summer.

Jackson: [00:11:12] Great thank you for all the warm and some of our cold introductions
according to the seasons. So again, we're developing a messaging campaign.

Jackson: [00:11:23] So the question I wanted to ask was where do you tend to get the
information you need regarding HIV. If we kind of go around the table that might work best.

A: [00:11:34] Mostly my information I get from friends and I get them from different programs
that I have done and attended.

B: [00:12:03] Four of us know each other from a weekly group, it's a women's support group.
[00:12:00] We come in when there are new medicines that come out or when pharmaceuticals
companies are combining because you need you need three different meds to attack the virus.
So, they are combining now into one pill a day. So from here the southwest center and
McDowell clinic. Even though they don't work together there is a lot of information.

C: [00:13:13] I do a lot of speaking engagements so I do a lot of my own research. On the


resources here, so really, I do a lot of my own research most of it is on a need to know basis so I
don't need to know what the latest medicine is because mine is working. My son is also positive
so if one of us is having a hiccup what is when I get into finding what med is next.

D: [00:14:02] I’m a two-year-old, I’m always asking why and what. I ask questions to everybody.
A lot of senior members that have been in it 20 years or longer because those are my heroes
and sheroes because and I can ask them specific questions that you may not get in forms like
this. People have different experiences, so I am always listening so that is where I get it and
media.

E: [00:16:15] I get my information from the women group, I should be saying my doctor but the
answer isn’t there.

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Jackson: [00:16:22] Ok so now we're going to take a look at some of the visuals that we
developed. And we want to know how they might impact you. And we're going to ask for some
feedback after we evaluate each of the messaging segments. And so, these are the visual
palettes that we've used. And so, this is the first red and black one. It's called our VIP our
template and it uses reds and blacks and grays kind of the color of HIV. Our next film is a
Southwestern theme and so we use some of the colors of the skies the sunsets that we see as
well as our beautiful landscape down here. And our third one is called a racist oasis. And so, it
uses a lot of hues of blues some of the deeper blues and greens like into the Oasis or the water
that you'd find. And so, with those three got three visual guidelines we've developed a couple
of brochures. All the information in the brochures is the same the only difference is that you'll
find. Or indeed the color palettes. So, let's all take some time and look at the brochures. I'd also
like to take some time and look through this pretty thick packet of messages that we've
developed. So, the aim of these is that they'll be used on social media or the Internet provide a
landing spot for some of the basics of HIV information. So, if you wouldn't mind taking some
time and looking through. And then you'll see at the very end of our packet we have almost a
tally sheet and you can record some of your thoughts there as well. It asks about the color
palettes. The taglines we've used in the messaging as well as the messages itself. And this can
kind of help you. As far as where your where your thoughts might be leading even to record
something.

A: [00:18:46] Can I ask a Question?

Jackson: [00:18:47] Absolutely.

A: [00:18:47] One of my ladies from the group asked me why we don't see more HIV
information on the television? How come it is not on during prime time. Between like 7, 9 or 10.
Then 4 and 7 in the afternoon then again 8-9 or 8-10.

Dr.Matera: [00:20:42] Most of the time television considers these public service
announcement. These announcements have to work with the TV station or network to air them
at their discretion when they have time available or an open slot. The station or network gets to
choose when to air the spot. Very often you can request, would you do this over a period of
time, in this time period. But they have to weigh it against their paying customers. And within
their license, there are required to have a certain amount of time to air public service
announces but not when. Unless you have an organization that is committed to you and paying
for prime time, then it normally doesn’t happen.

Jackson: [00:22:24] I think to the like Fran was saying there are a lot of factors that influence
where the message is shared and part of our purpose as a student team is to find out where
and where not this information is being sent so we can you know develop ads for TV that can
that can reach people in primetime you know. So, there's a lot of things that go into that. And
that's part of our purpose too is to get those insights that hey there's not messaging on TV at
prime time. That's a spot that needs to have the messaging so people know.

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C: [00:23:04] Addition to that the CDC education is cyclical. So, you mention hep c gets time so
right now HIV may not be the hot topic. Because right now we're undetectable and
untransmittable, so it's on the back burner but when they see seeing the increase again in
infection rate then there will be a need to educate.

Jackson: [00:23:56] Did everyone get enough time to live through some of the messages or
maybe spend a little bit more time with those.

E: [00:25:21] It doesn't mention HIV anywhere. It says to take one pill but some people might
be like, for what?

B: [00:26:56] Do you want us to finish the questionnaire?

Jackson: [00:26:56] If you wouldn't mind. That will really help us to capture ideas about the
messages. Color palettes will be the heading of that questionnaire. So, in conjunction with our
conversation about the messages. If you wouldn't mind providing feedback there as well. It will
really help us to capture your thoughts and opinions on the messages that maybe we won't be
able to capture just that conversation. So, you’ll find describe how you feel about each of the
palettes so each one would be perfect. And then also there's the question that I asked which is
the most effective. And so certainly that would be great. And if it's to circle above that if one is
better than the other.

Jackson: [00:34:44] Also those taglines that we're referencing are the one pill a day and two
blood tests a year. That's all it takes. The other tagline is: Think HIV treatment isn't accessible.
Think again. Times have changed. You don't have to die from HIV. Live with HIV. And then they
are taking one pill a day to protect the ones they love. I take one pill a day to protect the ones I
love from HIV. True or false tagline as well. the H in HIV is human. The spread can stop. It starts
with you. That one is VIPR, so that's our team name and it stands for vital insight public
relations.

Jackson: [00:38:07] We will have some questions too once everyone is in a good place to talk
about the messages is supposed to write everything down.

Jackson: [00:40:17] So that is targeted towards the LGBTQ community. And so that's kind of a
one-off that we've developed it doesn't really follow the specific color scheme.

C: [00:43:35] Have larger fonts and more color would make it stand out.

C: [00:43:41] I think the T and F question is too wordy. And it would be confusing to the general
population. I just think that section in there is very wordy and kind of confusing.

Jackson: [00:44:54] And so our first tagline will be the one pill a day one pill a day two blood
tests a year and then we also have the think HIV treatment isn't accessible. Times have
changed. They're taking one pill a day to protect the ones they love. I take one pill a day to

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protect the ones I love from HIV so that's the quote and then we have the true or false. The H in
HIV is human and the spread can stop. And so, if there is a certain tagline or certain message
that resonates most with you. If you could just write it down for example. If they don't resonate
that's perfectly fine.

Jackson: [00:47:10] And so these messages here are more so directed towards social media
feed. So, think about like Facebook or Instagram or something like that. We've also explored
maybe putting these on billboards or even on public transit and we were thinking about the
brochure being actually like in a medical clinic where you have a little bit more time to read
through the word than all of you.

E: [00:47:44] In this teal one the u=u really stands out.

Jackson: [00:48:57] So let's think about two or three more minutes to jot down some of our
thoughts on the messages and then we'll also be discussing the messages and during that time
if you want to provide more feedback on performance you're certainly welcome to do that
during the discussion.

Jackson: [00:57:45] So I think if now it's a good time we can go back into a discussion a little bit
more about the about the messages if that works towards if you're comfortable with starting
off the conversation. What do you think about the messages after you looked at them just in
general?

A: [00:58:01] They stood out but I didn't want to pay attention because of the colors. Because
of it is dull. The model looks dull, I know he is sick but I’m not paying attention to him. The one
that stood out, was the large words and the one with family. Any that had a lot of people in it.
That stood out to me because would read that on as I am sitting on a train.

Jackson: [00:59:18] So after reviewing the messages what did you think about them just, in
general, is there any highlights or lowlights that you could think of.

C: [01:00:57] To me the rainbow is a sign of a stigma we face. I have a 17-year-old son who is
HIV positive. Whether he is gay or straight that should be a factor. I have been positive for 20
years when I first was infected white middle class heterosexual women were not getting this, it
was a gay disease. And we continue to use that message but it isn't a gay disease. Color-wise
red is our blood color and HIV color. It is bold. I would say red is obviously the color. Two more
things from me. Don't simplify HIV, it isn't simple to live with. It is not really simple to treat.
Even if we are undetectable doesn't mean to don’t have] a lot of medical issues because of this
disease. I would stay away with words like simple, easy and die. Talk about living right and talk
about how to prevent it, but not making it easy to live with.

C: [01:02:55] We still want to keep people from being infected. It makes it sound too easy. And
that's our problem out there. We've made. so easy to treat it that people are not scared of it
anymore. And this is still a very scary disease.

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Jackson: [01:03:36] What did you think about the messages? I know with the different coloring
it gets your attention more.

D: [01:04:04] The desert, that was super boring. It was not getting my attention. Red pops out
but I have seen so much in the red. Teal is different and makes me think what do you have to
say? The writing in black you can see and read easily because it is visible. I like the teal, the ones
in teal are my favorite. There was one and you can't see it and it is in teal. If you started with
the U=U it would stand out more.

A: [01:06:56] This one's been out with me because just she's just looking at you with the U=U
messaging. This has all the parts including protecting the ones you love. The U=U is too small
though it should be bigger.

A: [01:07:15] Once you said that about the red, it kind of threw me because red is the color of
HIV. Color doesn't really grab me. You need to through some color in there not the way it is
being done right now.

Jackson: [01:09:48] Ok. So, you liked incorporating more than one person and some of the
messaging the message with a lot of faces seem to grab your attention.

A: [01:10:00] It shows the diversity.

Jackson: [01:10:25] So do you think that these messages will make a difference with yourselves
and with other people who are like you.

E: [01:10:33] Yes, the times have changed.

A: [01:10:49] I could see myself reading this on a train. It would be interesting as an older
woman to learn about taking just one pill a day.

Jackson: [01:11:25] Do you think this message will make a difference?

C: [01:11:30] I think you can but the change maker is saturation. If you're online or something
and like this message keeps coming through to me maybe I should look into this more. You
have to drill it. It is muscle memory.

Jackson: [01:12:09] Do you think one message that's the same and just different mockups and
different colors would be more effective or do is having more versions of messages more
effective?

A: [01:12:28] I think it is having more, more messages. Because you aren't just saying it one
way, you are saying it many different ways. And it is constant and it is still getting into your
mind.

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C: [01:13:08] In 2016 I did a campaign of know your status and I challenged all friends and
family to get tested. I think the thing we are missing in here is getting tested. We're telling them
it's easy to be positive and get into care and if we're hitting social media, you are just talking to
one audience. We all know this, we know all means transmittable. We know that. It's those
people that need to know so the first you know they have to get tested first and know your
partners status. It is all about testing. I would text people and be like this is your month to be
tested. I don't need to know the results, I just want you to say you did it.

B: [01:15:43] Well look if you're looking to target local, Arizona has that basic HIV website. It's
an HIV 101 and provides links to care and testing. Aunt Ritas is a great resource too.

Jackson: [01:16:54] And so what I didn't really clarify is what the purpose of our message is and
what we're really looking at. And so, we're specifically targeting the reengagement portion of
care and the importance of remaining in care the importance of to keep going to the doctor to
get your labs done and to continue to take your medication. So that's part of the reason that
you didn't see too much talking about the testing portion is that we are really focused on the
reengagement piece. So, talking about that I wanted to ask all of us what the two to three most
important factors were that have helped you to keep going to the doctor, to help you keep
getting your labs done and to help you keep taking your medication.

D: [01:17:49] The simplicity, if you can get on the one pill a day program. I have to take more
than one pill a day. I have to take so many pills. It is depressing to have to take this many.

A: [01:18:45] Just getting people into care period. Once you know you are positive. Dr. Popes
was a life saver and told me if you don't take your medicine, you will die. A tall white man
telling me I going to die, it scared the shit out of me. After he told me that, and because I was
working, my insurance couldn't cover it, and I couldn't get here. I got sick. I was close to death.
His words resonated with me. Even if you make one dollar over you can't get it covered. I had to
go back to New York City to get the free medications. Phoenix is the only place in Arizona that
has the accessible care. Now I am advocating.

A: [01:23:25] In care your basic needs for life are going down. And when you get back into care
you might not be able to get back in because you check out of all the categories.

C: [01:23:47] Once you test positive, your first contact should explain. Not something that goes
out to the public it should come from a caregiver.

C: [01:24:39] I am blessed that I can stop a medication. I cold turkey stop and I can go right back
on that medication resistance with no resistance. And I have been on the same medication a
decade now. And I have done drug holidays all along. Of course, I was fired by Dr.Post because I
did the drug holiday. I haven't done them in a while because I’m getting old and things are
changing in my body. 20 or 15 years ago the medication made me very foggy, I couldn't

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function, I couldn’t go to work. I had to do things like take my kids to soccer. So, when they
needed me I would go off, like in the summer. Then in the school year, I would jump back on.

E: [01:26:35] Friday night I had some surgery on my mouth. I was sweating and felt sick. So, I
couldn't take it. I knew I had to start again. Sometimes when you are sick like that you really
can't take it.

C: [01:27:42] My longest was 7 years not taking it. But usually, it was 18 months to two years.
And when I felt run down or fatigued I would jump on. My system is very responsive. Every one
of us is different and our reactions are different.

B: [01:28:33] The other thing is there is a life to the medicine. If you miss one dose it is still in
your system.

Jackson: [01:29:09] Bringing it back to the messaging and we talked through the importance of
you know regularly going to your doctor getting your labs done. What can we add to the
messages that can really emphasize that importance? We talked about kind of the simplicity of
the medication. What else could we emphasize that is resonant with continuing to reengaging
with care?

B: [01:29:51] Relationships aren't easy. Sex isn't easy. They use it as prep now by using Trivada.
They aren’t getting HIV but they are getting everything else. Those things don't kill you but do
you want to live with it. If a woman gets an STD she could become infertile and never have a
baby.

Jackson: [01:31:24] I think I think with this message there is an importance of Yes U=U but that
doesn't mean that we're not advocating for unprotected sex.

B: [01:31:48] Some people think that when they are both positive they don't have to have
protected sex and that isn't right. Then you give each other strands of the virus.

C: [01:32:13] I see what your message and focus is but maybe this is work for a more rural area.
Like hey, you need to get to your doctor you need to follow up. Or a target audience of Hispanic
women. They have a really bad statistic of following up because the man of the house doesn't
want them to go public.

A: [01:32:52] The women trust their men to the point that she doesn't believe he is cheating.
We have to find a way to give her the confidence to start going to the doctor.

B: [01:33:51] Hispanic men do not want their women going to a male doctor.

E: [01:34:13] In the African community the whole family will disown you. If you get sick you get
sick.

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C: [01:34:29] Social media might not be the right venue for getting people back into care. Those
who have access and can use social media normally have more resources. For targeting getting
people into care it would be better to put messages on a bus or on a train or billboards. In an
area where more Hispanics live. Where they can look up and I need to go back to my doctor. If
you want to get people back into care you have to target specific areas.

A: [01:35:36] I was working and because of my insurance I could not certain medicine because
the copay is just too much. It was 100 dollars a month. It was the light bill or medicine. 30 pills
and no light.

C: [01:36:28] Most pharmaceutical companies will pick up the difference. Gilead picks up the
difference. Your doctor should connect you with that.

A: [01:37:25] But in the West Valley there is nobody and you got to get here. That is hard. I
know a lot of women in the west valley that don't take anything and they are getting sick. They
just can't get here.

Jackson: [01:39:40] I want to ask one more question if we had to pick one message from our
group of messages. Which one would you say is the most impactful?

A: [01:39:59] For me it would be the one with the different faces. The red stands out, it would
be a nice poster. The other thing is I can't tell who the youngest is there but there should be
more young people. You know old people living in old folks home don't think they can get it.

A: [01:41:05] I like the spread can stop it starts with you. It is about taking a responsibility. You
have an obligation to tell someone. I think most of us mothers would say we want our sons to
use a condom and not risk that 1%. There is always still that 1%. It is not worth the rest of your
life having to take pills like we do.

Jackson: [01:42:42] Jackie while you were out we just asked the question of what was the most
impactful message that we developed if you had to pick.

B: [01:43:26] The spread can stop it starts with you. And the H in HIV is human.

E: [01:44:42] For me it is the spread can stop but specify it is HIV.

Jackson: [01:44:49] Were there any final thoughts that any of us wanted to before we all get
out of here.

Jackson: [01:45:45] Thank you all once again for participating today.

Jackson: [01:45:58] If there were any last things that you wanted to jot down on those close
forms let me know.

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Jackson: [01:47:09] Okay. And then if you are interested in that reimbursement, my contact
information is I think everyone has my contact information. And then we can get in touch about
that if you'd like. If that's a concern. So, if there are any other questions that you will. Ask me
personally after the wait around for a little bit. Make sure to grab a bagel on the way out.

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Appendix O – Client Memos

MEMO #1
To: Dr. Matera
From: VIPR
Date: (01/27/2018)

During the week of January 22, 2018, the VIPR team began its client immersion
process, developed a GANT chart, constructed a logo, developed a blog and initiated its
first client contact.

Starting Monday, the team thoroughly dissected ViiV and Arizona State University’s
agreement regarding the Positive Pathway Study. Key components found in this
document included background information regarding ViiV, the purpose of the Positive
Pathway Study and VIPR’s role conducting market research and developing a media
campaign.

During this immersion process, Ashley constructed a GANT and team role chart,
detailing individual responsibilities and timelines. Austin developed a logo for the team,
implementing ideals of vitality and progress in the design. Savannah implemented the
team’s first blog post, summarizing the importance of research in the public relations
field while also forming a team memo template. Jackson provided initial contact with the
client, setting up the first meeting to be held January 29. The team finalized a meeting
overview, complete with questions, contacts and talking points to focus its client’s
conversation. Jackson also issued the first memo and will continue for the duration of
the semester.

Moving forward, the team will meet with its client, Viiv and its Directors, Dr. Cady Berkel
and Dr. Wendy Wolfersteig. Additionally, the team will start composition of messaging
and content to be used for a prospective media campaign.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

125
MEMO #2
To: Dr. Matera
From: VIPR
Date: (2/2/18)

During the week of January 29, 2018, the VIPR team conducted its first client meeting,
started working on its benchmark one presentation, consulted with a social media
expert, continued client research and furthered its implementation of blog posts.

Starting Monday, the team met with Dr. Cady Berkel, Assistant Research Professor at
SIRC and Dr. Wendy Wolfersteig, Director of ASU-SIRC. This initial client meeting
helped the VIPR team in further understanding its mission to develop a media campaign
targeting “re-engagement” patients and those closest to them.

The VIPR team learned its target population comes from three health clinics in the
Phoenix area including El Pueblo Medical Clinic, McDowell MIHS and Spectrum.
Specifically, the target patient age tends to fall in the range of 30 – 40 years. In addition
to its demographic information, the VIPR team learned of its expected deliverables that
include a developed media campaign, primary research and a leave-behind in the form
of a brochure.

On Wednesday, the VIPR team consulted with Jessica Pucci, Director of Digital
Audience Programs. Pucci helped the team determine analytical tools best suited to
measure engagement and resonant posts within the HIV/AIDS community. These tools
included BuzzSumo and Keyhole. After the teams meeting, the team cooperated to
construct a tower, incorporating aspects of teambuilding and problem solving.

Moving forward, the team seeks to further its analytic research based on Pucci’s advice.
Furthermore, the team will continue to enhance its benchmark one presentation for
display February 22.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

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MEMO #3
To: Dr. Matera
From: VIPR
Date: (2/9/18)

During the week of February 5, 2018, the VIPR team instilled the first components of its
client draft, conducted client outreach, furthered client research, introduced its client on
twitter and furthered construction of its benchmark one presentation.

Working on its client document, the VIPR team implemented a cover page, team
biographies, a working executive summary, client description, SWOT analysis and
SPEC analysis.

The team’s executive summary and client description details important client
background information, including specific details pertaining to the ViiV and ASU/SIRC
agreement. In addition, this document highlights Prevention Access and its U=U
campaign, which will serve a vital role in VIPR’s messaging moving forward.

The teams SWOT and SPEC analysis revealed insight as to factors surrounding the
client, detailing strategic positioning methods with a difficult target audience.

In addition to working in the team’s document, VIPR constructed an introduction tweet


on behalf of its client. The team also furthered progress on its benchmark one
presentation, finalizing a Prezi template and transitions between slides.

Moving forward the team will receive effective messaging and communication strategies
from ViiV in a training session Monday, learning strategic communication models for the
healthcare industry. Additionally, the team will plan to present its benchmark two
presentation at an HIV symposium on March 12, 2018.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

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MEMO #4
To: Dr. Matera
From: VIPR
Date: (2/16/18)

During the week of February 12, 2018, the VIPR team received Adverse Events
training, conducted its first site visit, adjusted its Prezi for its first benchmark
presentation, implemented sections of its client document and continued its blog
posting.

On Monday February 12, the team met with SIRC members Dr. Cady Berkel and Maria
Aguilar-Amaya to gain Adverse Events training. The training entailed understanding
examples of adverse events and how to properly report them. An adverse event is any
untoward medical occurrence in a patient or clinical investigation subject or consumer,
temporarily associated with the use of a ViiV healthcare product. The training provided
the team methods to report potential drug misuse. After the training the team outlined its
role in the upcoming HIV symposium. The team will present its benchmark two Prezi
and receive feedback from working professionals in the HIV space.

On Wednesday the team conducted its first site visit, meeting with Spectrum Medical
Group. Lead Doctor, Thanes Vanig and Lead Clinical Research Coordinator, Gilda de la
Garza detailed the VIPR team on client and messaging insight as well as providing the
team with leave behinds the practice provides patients. This meeting provided beneficial
information as to patient follow up systems, barriers of re-engagement and the HIV
community.

The team continued to iterate its benchmark one presentation, providing template
designs for messaging and structuring the Prezi into concise animations. The team also
instilled a theoretical underpinnings portion of its client document.

Moving forward, the team will meet with Debbie Rubenstrunk, the Executive Director of
International Alliance for the Prevention of AIDs on Monday February 19th. This meeting
seeks to further uncover reengagement issues amongst the HIV community.
Additionally, the team will present its benchmark one, receiving initial feedback on its
client research and deliverable content.

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Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #5
To: Dr. Matera
From: VIPR
Date: (2/23/18)

During the week of February 19, 2018, the VIPR team presented and edited its first
benchmark Prezi, held two expert interviews, conducted its second site visit and added
to its client document.

On Monday, the team met with Debbie Rubenstrunk, the Executive Director of
International Alliance for the Prevention of AIDS. Rubenstrunk has worked in the
Arizona HIV community for 15 years and provided a wealth of information during her
elite interview with the team. Rubenstrunk provided a key concept in HIV messaging
stating “HIV is Human,” exemplifying the fact that HIV affects all populations. The VIPR
team will use this as a key messaging theme moving forward.

Extending its site visitation, the VIPR team traveled to El Pueblo Medical Clinic on
Wednesday. The visit allowed the team to conduct elite interviews with Dr. Rick Johns
and fellow Pueblo Family Physicians. Key insights gathered from this visit included the
development of messaging on relevant dating applications, echoing personal
messaging in content and instilling education-based messaging to the general public.

Additionally, the VIPR team presented its first benchmark presentation. After
presentation, the team gathered feedback to edit and implement for its second
benchmark. The team’s largest shortcomings included a lack of narrative drive and
failure to effectively communicate the mission of the media campaign.

The team further developed its client document, adding an organization chart including
ViiV, ASU and SIRC. Furthermore, the team conducted an internal meeting and

129
strategized a specific, timely and logical plan of attack in regards to the initial document
draft, primary research and Prezi benchmarks.

Looking ahead, the team seeks to instill its third site visit to McDowell Family Health
Center, coordinate its primary research through focus groups, edit and add to the Prezi
benchmark as well as bring the client document to a working stage for ungraded
evaluation.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #6
To: Dr. Matera
From: VIPR
Date: 3/2/18

During the week of February 26, 2018, the VIPR team turned in its initial client
document for review and finalized its Prezi for presentation at the Fourth Annual
Integrated HIV Symposium.

Prior to the start of the week, the team developed a strategic plan that detailed
responsibilities for the group breaking down the client document and Prezi. These
responsibilities were completed and are detailed below.

Ashley
· Prezi
o Overall Prezi Cultivation
o Elite Interview Quotes
o Themes for Messaging
· Client Document
o SPEC
o GANTT

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o Organizational Chart
Savannah
· Prezi
o Statistics and Demographics of Stakeholders
o Clinic Information (Why these three?)
o Cultivation of Clinic/Stakeholder Photos
· Client Document
o Stakeholder Analysis (Secondary Research)

Austin
· Prezi
o Media Campaign (Development of Graphics)
§ Billboard
§ Brochure
§ Dating App
§ Social Collateral
· Client Document
o SWOT
o Theoretical Underpinnings

Jackson
· Prezi
o Narrative Introduction/Ending
o Storytelling Videos
o Client Description
· Client Document
o Overall Client Document Cultivation
o Executive Summary
o GOST
o Client Description
o Situational Analysis/Problem Statement

Based off of the team’s feedback from its initial benchmark, the team added several
new components to its Prezi, including; a narrative that showcases the past and future
of HIV, key elite interview takeaways, demographic charts that showcase trends in HIV
diagnoses, video explanations of U=U and added photographs to ensure a personal
tone.

The team will present its Prezi on Monday March 12, 2018 when it returns from spring
break. This presentation will be at the Fourth Annual Integrated HIV Symposium, a
Phoenix Fast-Track City event that includes HIV prevention and care providers, partner
services, intervention staff, case managers, medical providers and community activists.

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In addition to its Prezi, the team completed an initial draft of its client draft, adding
theoretical underpinnings, a stakeholder analysis, problem statement and organizational
chart.

Looking forward, the team will enjoy its spring break from March 3 to March 11, present
at the HIV symposium on March 12 and meet with RJ Shannon, a community HIV
specialist on March 14.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #7
To: Dr. Matera
From: VIPR
Date: 3/16/18

During the week of March 12, 2018, the VIPR presented at the Fourth Annual Integrated
HIV Symposium, conducted two elite interviews and began initial iterations of its focus
group questionnaire.

On Monday, the team showcased its analysis, research and key findings in its mission
to develop a targeted media campaign to encourage HIV positive patients that have
been lost to care back into care. Utilizing a Prezi titled Developing “Undetectable =
Untransmittable” Messaging to Promote Retention in Care, the team addressed key
stakeholders within the HIV community.

The team’s presentation proved to be beneficial, as the team received questions and
feedback to incorporate in its mission moving forward. This feedback highlighted the
necessity to incorporate diverse focus groups to better understand effective messaging
across multiple ethnicities and sociocultural backgrounds.

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On Wednesday, the team conducted two elite interviews with RJ Shannon, HIV
Integrated Care Program Coordinator at the Native American Community Health Center
and Glen Spencer the Executive Director at Aunt Rita’s Foundation.

Meeting with Shannon uncovered and re-emphasized key points in the team’s
messaging. Shannon highlighted the need to drive down stigma with messaging as she
felt stigma was a large deterrent in retaining patients in care.

Meeting with Spencer re-invigorated the importance of “bedside manner” amongst


medical practitioners and opened the door for the team to develop an additional media
deliverable; a brochure targeted at medical professionals that emphasizes the necessity
of positive, personable and inclusive communication with patients.

In addition to its elite interviews, VIPR gathered details pertaining to its focus groups.
The team will be able to conduct multiple focus groups that in total will survey 24
persons. To incentivize the research, VIPR will be able to offer a $35 gift card to
participants.
Moving forward, the team will edit its client document based off of initial feedback,
strategize/coordinate focus groups and continue to refine its Prezi for the benchmark
two presentation on March 21, 2018.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #8
To: Dr. Matera
From: VIPR
Date: 3/23/18

During the week of March 19, 2018, the VIPR team further edited its benchmark two
presentation for showcase on Wednesday March 21, constructed demographic

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questions for its focus groups and developed social media deliverables for use on
Facebook, Twitter and Instagram.

On Monday, the team added to its benchmark presentation, including an expansion of


its analysis, research and deliverable sections as well as adding an evaluation section.

The team made these changes in preparation for its presentation on Wednesday. This
presentation included public relations practitioners, Sonia Bovio, ASU Doctoral Student
and Melody Rodriguez, APS Community Relations Manager. After presenting, the team
received insightful feedback, including the reorganization of its presentation to
incorporate a more logical flow and adding a further clarification of its U=U messaging
goal. Moving forward, the team will utilize this feedback for its benchmark three
presentation on Wednesday, April 4.

In addition to its benchmark two presentation, the VIPR team developed three social
media messages that emphasized the importance of re-engagement in care. These
messages were developed for use on Facebook, Twitter and Instagram.

Furthermore, the team developed initial demographic questions for its upcoming focus
groups. The team intends to hold these groups at Aunt Rita’s office center.

Moving forward the team will continue to edit its Prezi, add to its client document,
develop messaging deliverables and hold its focus groups.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #9
To: Dr. Matera
From: VIPR
Date: 3/30/18

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During the week of March 26, 2018, the VIPR team met with its client contact at ViiV,
healthcare, developed social media messaging, edited its Prezi, finalized a focus group
proposal and furthered its focus group protocol.

On Monday March 26, the team welcomed REI’s Vice President of Brand Stewardship
and Impact, Alex Thompson to the PR Lab. Thompson met with VIPR member Jackson
Dorsey to discuss mentorship, brand strategy and career guidance. Dorsey’s
conversation with Thompson emphasized the importance of centering VIPR’s
messaging campaign around key themes with personal messaging.

In addition to meeting Thompson, the team added to its Prezi with developed social
media messages. In addition to messaging, the team re-structured its Prezi to
showcase the development process of its messaging. The team’s presentation now
encompasses a client overview, pre-existing messaging campaigns, primary research
and executed messaging.

On Wednesday, the team met with its client contact from ViiV healthcare, Dr. Rubina
Abrol, Associate Director of Public Health. The team’s meeting entailed focus group
strategy, strategic planning and coordination of efforts between SIRC, ViiV and VIPR.
Dr. Abrol approved of messages the team showcased, emphasizing the human element
incorporated within the design.

On Friday, the team finialized a focus group proposal for Glen Spencer of Aunt Rita’s.
The team aims to conduct its focus groups within Aunt Rita’s space, as it offers inclusive
and neutral aspects. Additionally, the team further iterated on its focus group protocol,
developing a script and questions.

Moving forward, the team will conduct three focus groups of four participants each
including LGBTQ, women and clinic directors. Furthermore, the team will present its
benchmark three on Wednesday, April 4, to SIRC.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

135
MEMO #10
To: Dr. Matera
From: VIPR
Date: 4/6/18

During the week of April 2, 2018, the VIPR team finalized its Prezi for presentation,
developed targeted social media messages, designed three color themes for
messaging, structured a focus group brief, met with SIRC, initiated a social media
calendar and gained availability for its focus groups.

On Monday, the team met with Dr. Matera to discuss its future outlook and strategic
plan. During this meeting the team the team edited its Prezi and discussed key
objectives, strategies and tactics to showcase for SIRC.

During the week the team designed targeted social media messages for women,
LGBTQ and clinic director communities. Additionally, the team constructed three design
themes to gauge resonance during its focus groups.

Furthermore, the team structured an initial focus group brief with questions and social
media calendar with specific dates and content timelines. The team also spoke to Glen
Spencer the executive director of Aunt Rita’s and determined dates and outlets for its
focus groups and social messaging.

On Wednesday, the team showcased its Benchmark three presentation to SIRC


members Cynthia Mackey and Dr. Wendy Wolfersteig, as well as RJ Shannon an
activist in the HIV community.

Moving forward the team will conduct three focus groups of four participants each
throughout the week of April 23, 2018. In addition to its primary research, the team will
edit its final client document and Prezi.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

136
MEMO #11
To: Dr. Matera
From: VIPR
Date: 4/13/18

During the week of April 9, 2018, the VIPR team constructed media deliverables, added
to its Prezi, edited its client document, received design feedback, secured focus group
dates, scheduled rehearsal times, reached out for potential media placement and
coordinated initial outreach for focus group participants.

On Monday, the team received its initial client document critiques and worked to
remediate and add to the initial edits. In the process, the team identified key sections
within its document to further develop in the coming weeks. These sections are as
follows: audience analysis, secondary research, primary research, budget, evaluation
and future recommendations. The team will work to develop these sections moving
forward. Additionally, the team constructed two social media messages that included
“the H in HIV is human” and “the spread can stop, it starts with you = u.”

Furthermore, the team worked to develop an outreach email for medical clinics and
focus group personal coordinators. The outreach document contained specific target
participant demographics. The purpose of this contact is to recruit focus group
participants that fulfill the team’s determined target demographics. The team also
secured dates for its focus groups and Prezi Rehearsals: April 23, 2018 and April 30,
2018 (Focus Groups) as well as April 25, 2018 and May 3, 2018 (Prezi Rehearsals).

On Wednesday, the team constructed a brochure that contained personalized content


for patients. The team also added to its Prezi based on its benchmark three feedback.
This included shortening text passages, adding deliverables and removing ViiV
branding from its presentation.

Additionally, the team complied its constructed deliverables for exposure to Paula
Bohte, an established graphic designer with experience in the HIV and medical fields.
Bohte provided feedback for the team on its deliverables. The meeting highlighted the
importance of including diverse photos, targeting multiple age ranges and obtaining
appropriate licensing for images.

137
On Friday, the team reached out to KJZZ for potential advertisement and reviewed
Valley Metro’s standards for marketing on HIV.

Moving forward, the team will conduct its focus group research, rehearse its Prezi,
finalize sections of its client document and construct additional media deliverables with
varying color pallets.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

MEMO #12
To: Dr. Matera
From: VIPR
Date: 4/20/18

During the week of April 16, 2018, the VIPR team secured participants for its first and
second focus groups, produced an additional media deliverable, constructed focus
group packets for participants and added to its client document.

On Monday, the team added to its client document within its theoretical underpinnings,
executive summary, proposal, secondary and primary research sections. The team
added theories, descriptions and summarized its findings through its additions.

On Wednesday, the team reached out and confirmed participants for its Monday focus
groups. The team confirmed five participants for each group. The participants fulfilled
VIPR’s demographic roles set forth.

On Friday, the team constructed packets for focus group participants. These packets
included consent forms, resource lists, demographic questionnaires, media
deliverables, tally sheets, visual guidelines and interviewing techniques. The
composition of these packets will allow participants to record their thoughts and
feedback on VIPR’s developed material.

138
Moving forward the team will hold two focus groups on Monday April 23, 2018 and one
focus group on Monday April 30, 2018. Additionally, the team will continue to add to its
client document and rehearse its final presentation.

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

FINAL
MEMO
To: Dr. Matera
From: VIPR
Date: April 27, 2018

Final Memo

This semester VIPR worked with ViiV Healthcare and the Southwest Interdisciplinary
Research Center (SIRC). Team members included Jackson Dorsey, Savannah Haas,
Ashley Halpern and Austin Miller. VIPR developed a Maricopa County targeted media
campaign to encourage HIV positive patients who have discontinued care to return to
treatment.

Overall, VIPR incorporated beneficial work habits and effective teamwork strategies.
VIPR distributed work efficiently, allocating time for tasks and goals whilst
communicating interpersonally in a professional and respectful manner. These aspects
helped the team complete tasks in a timely and organized fashion.

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Responsibilities that the entire team completed included client meetings with SIRC, site
visits to three clinics, elite interviews, presenting at the 4th Annual HIV Symposium,
primary research, secondary research and LGTBQ focus group.

Distribution of responsibilities was based on team members input. VIPR took into
account past experiences, strengths and weaknesses of each team member. Also
considered were the innate difficulties and time requirements associated with each task.
Based on this analysis, VIPR implemented a task responsibility list. The following
descriptions include each member’s completed tasks during the semester.

Jackson Dorsey

Dorsey is credited with completing external client coordination and email outreach,
GOST, focus group development and revision of media deliverables.

Additionally, Dorsey worked with the team to execute focus groups.


Savannah Haas

Haas is credited with development of demographic questions for focus groups,


stakeholder analysis and budget construction.

Additionally, Haas worked with the team to record elite interviews and focus groups.

Ashley Halpern

Halpern is credited with the GANT chart, SPEC analysis, organizational chart,
placement mock-ups and full development of the Prezi.

Additionally, Halpern worked with the team to execute focus groups through
transcription and recordation.

Austin Miller

Miller is credited with logo design, SWOT analysis, development of messaging and
graphics and brochure construction.

Additionally, Miller worked with the team to facilitate focus group conversations.

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Task Assignment and Completion Chart:

VIPR
Vital Insight Public Relations
Jackson Dorsey
Savannah Haas
Ashley Halpern
Austin Miller

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