Health Communications Strategy Statement:

The target audience of the Stop the Stigma program is the gay and bisexual men who have sex
with men (MSM), the program is particularly , and targeting African American MSM, because
HIV disproportionately affects AA MSM more than any other group. The purpose is to educate
MSM on the dangers of having unprotected intercourse, the importance of knowing their status
as well as their partner status and to put an end to the stigma that plagues this group. As a result,
MSM will be empowered to take control of their health knowing their status and how to maintain
a negative status. Barriers that MSM face is discrimination, lack of knowledge, lack of
awareness of status, and socioeconomic issues. Benefits that MSM who are reached by Stop the
Stigma and the North Carolina AIDS Action Network are free HIV counseling along with
HIV testing, and knowledge on the dangers of unprotected intercourse, and knowledge on
medication adherence if HIV positive and knowledge on how to remain HIV negative if test
negative. The reasons that Stop the Stigma will succeed despite obstacles that MSM may face
are: knowledge is power, by empowering MSM with the information they need they can become
proactive and take control of their health. Free HIV testing will be allow participants to know
their status which is a major issue affecting the MSM population. The forms of communication
that Stop the Stigma will utilize to gain attention and raise awareness of issue are: flyers,
pamphlets, billboards, and newspapers. Communication initiatives will focus on statistics of HIV
among MSM, the importance of using protection, and health issues that an advanced HIV
diagnosis may bring: fever, weight loss, shortness of breath, weight loss, chronic diarrhea, skin
and mouth lesion, and distorted vision1.
Learner Objective:
By the end of December 2016, 40% of MSM in Eastern North Carolina will be able to
understand the dangers of HIV, preventative efforts they can make to protect themselves, and
know their status as a result of Stop the Stigma initiatives.
The Health Behavior Model:
The health behavior model that will be utilized as a framework for the Stop the Stigma
intervention will be the Health Belief Model. The Health Belief Model will be utilized because it
will allow an insight as to why the MSM population may not participate in the Stop the Stigma
program2. The Health Belief Model will allow insight into how MSM perceive the severity of
1 The Mayo Clinic. Diseases and conditions HIV/AIDSsymptoms.
Http://www.mayoclinic.org/diseases-conditions/hiv-aids/basics/symptoms/con20013732. Revised: May 20, 2014. Accessed: June 4, 2015
2 US Department of Health and Human Services. Making health communication
programs work: appendix B. The National Institute of Health. National Cancer
Institiute. http://www.cancer.gov/publications/health-communication/pink-book.pdf.

HIV/AIDS, their susceptibility of contracting HIV, their perception of benefits they will receive
from participating in Stop the Stigma, and their perception of barriers they may fear facing as a
result of taking appropriate action to take control of their health2.

Accessed: June 4, 2015.