Hispanic Males in NYC with Higher Rates of HIV – Education Through MarComm

The latest reports on HIV statistics in NYC are alarming – you may have already read the details in Michael’s blog yesterday. According to the CDC, the number of people in the Big Apple with the HIV virus is triple that of the national rate. The most affected are African Americans and gay males. According to the same article from EFE, a Spanish-language news wire service, about 77% of the rising numbers of those infected are credited to minorities. Hispanics account for 32% of the total new HIV cases, a number that is double that than the Anglo community.

We are in the business of communicating with a goal in mind. That goal is often times to educate and change behaviors. A lot of the work that I have done in regards to Hispanic communications has involved teaching Hispanics how to assimilate to the American way of life. In my last blog I mentioned that many hospitals in Latin American countries are not equipped with the proper tools and education to take care of HIV patients, and many of them turn away HIV+ patients. Discrimination against those infected by the HIV virus still exists in some Latin American counties – despite the fact that gay marriage or civil unions are legal. If I were a recent U.S. immigrant from a Latin American country with HIV, I would be very inclined to keep quiet about my condition.  If people in Latin America lose their jobs for being HIV, I could fear that I may be deported if I contracted the virus in America. 

Challenging scenarios like this one often times set the stage for the best and most successful communications campaigns. Through professional communicators’ work with trusted community based and advocacy organizations, riling up media reporters, and working with celebrities (whether local, national or international), we would be able to effectively help teach Hispanics in NYC – and across the country – to no longer be afraid of getting tested and facing the results (whether positive or negative), practice safe sex and get medical help if needed.

Although the Hispanic media market in NYC is not as robust as general market (Miami takes numero uno), it is a very important and active market for Hispanics. NYC is home to a plethora of Hispanic sub-cultures from Puerto Rican, Mexican, Cuba, Ecuadorian – the list grows – and community organizations for each one.  NYC is also home to many Hispanic LGBT organizations such as Las Buenas Amigas, Latino Gay Men in New York, and in fact, the Hispanic AIDS Forum which has been making progress in reaching and educating Latinos in NYC. (Click here for an overview of their work in Queens during Pride.) Now is the perfect time to engage the community and kick this campaign into gear – as September marks the beginning of Hispanic Heritage month. Latinos can embrace their heritage but also assimilate to the realities of living today in the United States, including HIV testing and awareness.

The United States offers its citizens – and residents – so much support that it can be hard to believe to a newcomer. The Hispanic community in NYC (and indeed throughout the U.S.) needs a more robust surge of education and awareness campaign that will allow them to feel safe enough to get the help they need, remain self-aware, and in the end, decrease the number of individuals infected by the HIV virus.

Share | September 12th, 2008 1 Comment »
Tags: Healthcare · Marketing · Multicultural