Program Plan Outline: Enlighten

Laquelia Maye
October 16, 2015
HLTH 634
Professor: Z. Innis-Richter

Title: Enlighten Plan Program

Author: Laquelia Maye
Problem Statement:
According to the Centers for Disease Control and Prevention, it is estimated that 1.2 million
persons are living with HIV, and over 500,000 are African American1. African Americans
account for approximately 13% of the US population but accounts for 52% of HIV diagnoses
and 44% of new infections. African Americans have an infection rate that is 7.7 times that of
whites in the US1. HIV is 18 times higher in African Americans that Caucasian women. African
American Men Who Have Sex with Men (MSM) accounted for 66% of new HIV infections
among blacks. It is also estimated that 21% of infections among African Americans are
undiagnosed1.
Goals:
Goals for Enlighten will be to address the stigma, and myths that surrounds HIV in minority
communities, debunking the stigma and myths will enlighten individuals in community to take
control of their health by getting tested and knowing their status.
Objectives:
By the end of December 2016, 40% of minorities and MSM in Eastern NC will be able to
understand the dangers of HIV, preventative efforts they can take to protect themselves, and
knowing their HIV status as a result of the Enlighten Plan Program initiatives.
1 Centers for Disease Control and Prevention. Expanded HIV testing and African
Americans.
http://www.cdc.gov/hiv/resources/factsheets/pdf/expanded_HIV_testing_and_african_
americans.pdf Last update: March, 2012. Accessed: October 16, 2015.

Sponsoring Agency:
NC AIDS Action Network
Contact person: Lee Storrow
lee@ncaan.org
919-914-0311
Purpose:
To raise awareness of the HIV statistics that plague minorities, and to create preventative efforts
that can be implemented to reduce, if not eliminate HIV/AIDS.
Target Audience:
Primary audience will be all minorities and MSM ages 13-24, because these are the two groups
most affected by the HIV epidemic.
Characteristics of Target Audience:
1) Behavioral: In general, minorities are more likely to have sexual relations with others in
their community. Young AA MSM are more likely to partner with older MSM who have
had more sexual partners, thus having a greater risk of HIV exposure1.
2) Cultural: Many scholars and activist believe that AA are less tolerant of homosexuality
than whites, although there is little evidence to support this2. If in fact AA are more
homophobic, this will yield in greater stigmatization of homosexuality in the AA
communities.
2 Loufty M, Logie C, Zhang Y, et al. One. Gender and ethnicity differences in HIV
related stigma experienced by people living with HIV in Ontario, Canada. PLOS One.
Doi: 10.1371/journal.pone.0048168.

3) Demographic: Factors such as poverty, racial discrimination, lack of access to care,

higher incarceration rates are a few of the issues plaguing minorities and MSM
communities2. All of these factors contribute to the higher prevalence of HIV among
minorities and MSM.
4) Physical: The higher the prevalence of sexually transmitted diseases in the AA
community, the more vulnerable they are to HIV.
5) Psychographic: Fear of disclosing risk behavior or sexual preference may stop many
from getting tested, or seek prevention and treatment services, and support from family
and friends2.
Primary target audience key strategies: The major focus of Enlighten is to eliminate target
audience on the risks and myths surrounding HIV and what initiatives they can take to take
control of their health. Enlighten not only want to educate target audience but also provide free
HIV testing so that the target audience can take control of their health by knowing their HIV
status.
Secondary Audience:
Secondary target audience will be family members of individuals who are HIV positive or at
high risk of contracting HIV.
Secondary target audience key strategies: Enlighten plans to educate secondary audience on
how they can provide support to individuals of the target audience. Enlighten will also educate
secondary audience on the myths and stigma that surrounds HIV.
Pretest strategy:
The pretest strategy was conducted by brochures which was handed out to five minorities and
men who have sex with men (MSM) in the targeted populations. Representatives were asked the

six questions from the Pretesting Health Communication Materials document. All five of the
representatives agreed that the image on the front of the brochure was eye catching and was the
first thing they noticed. Three out of five of the representatives understood that the brochure was
about understanding how to reduce ones risk of contracting HIV, and the other two thought that
the brochure was about ways of contracting HIV. All five of the subjects stated that the images in
the brochure were appealing and made them interested in reading further. Four out of the five
representatives thought that the words were a little hard to interpret. None of the five thought
improvements needed to be made to the brochure. Lastly, none of the representatives thought
anything should be changed about the brochure.
Theoretical foundation:
The health behavior model that will be utilized as a framework for the Enlighten intervention
will be the Health Belief Model. The Health Belief Model will be utilized because it will allow
an insight as to why minorities and MSM population may not participate in the Enlighten
program3. The Health Belief Model will allow insight into how minorities and MSM perceive
the severity of HIV/AIDS, their susceptibility of contracting HIV, their perception of benefits
they will receive from participating in Enlighten, and their perception of barriers they may fear
facing as a result of taking appropriate action to take control of their health3.
Time Line:

3 US Department of Health and Human Services. Making health communication

programs work: appendix B. The National Institute of Health. National Cancer
Institute. http://www.cancer.gov/publications/health-communication/pink-book.pdf.
Accessed: October 16, 2015.

The time line is running from Oct. 1, 2015 to Dec. 31, 2016. At the end of the program, a post
evaluation will be conducted to determine the effectiveness of intervention and overall health
status of participants.
Tasks: Conduct counseling services to members of minority and MSM on the issues contributing
to the HIV epidemic and what they can do to take control of their health. Offering health
seminars to reach large groups of people at once, free HIV testing will be offered.
Responsible persons: Laquelia Maye- Manager, Ashe Sutton- Project Coordinator, Westly
Lewis- Project Finance Manager.
Budget:
(1) Year projection cost: $21,414.02
Advertising type
Pamphlets
Radio commercial
TV commercial

Flyers
Billboard
Facebook page
Advertising totals:
HIV Testing kits
Overall totals

Quantity
4,000
(1)-1min commercial to
air 12x per day
(1) Crawl spot at bottom
of screen to air 24x per
day for 12 months

Cost
$589.60
$4,000

15,000
Billboard posting for 18
months
1
6 advertising types
7,000 kits

$664.42
$2,160

$1,200

Free
$7,414.02
$14,000.00
$21,414.02

Justifications for budget: Multiple ways of advertising will be utilized to ensure that target
audience is reached. Pamphlets are essentials in reaching individuals who may not be able to
attend health seminars and it also serves as educational material to teach individuals of ways that

HIV can be transmitted and what they can do to reduce their risk of contracting disease. As far as
staffing for Enlighten, utilization of volunteer nurses will be made to conduct HIV testing.
Issues/ Concerns:
Unsure if government grant will be issued to cover the cost of advertising materials and HIV
testing kits. Fundraising opportunities to help cover the cost of HIV testing are currently being
explored at current time. Some individuals in community may not be to attend health seminars if
transportation needs are not met.
Evaluation Strategies: The evaluation is a critical element of the Enlighten program.
Evaluations are essentials in ensuring that target goals and objectives are being met. Participants
of the Enlighten Program will be asked to fill out a survey asking questions about the quality of
services they received from Enlighten and any suggestions they may have for Enlighten to
improve their services.

References:
Centers for Disease Control and Prevention. Expanded HIV testing and African
Americans.
http://www.cdc.gov/hiv/resources/factsheets/pdf/expanded_HIV_testing_and_african_
americans.pdf Last update: March, 2012. Accessed: October 16, 2015

Loufty M, Logie C, Zhang Y, et al. One. Gender and ethnicity differences in HIV related stigma
experienced by people living with HIV in Ontario, Canada. PLOS One. Doi:
10.1371/journal.pone.0048168.
US Department of Health and Human Services. Making health communication programs work:
appendix B. The National Institute of Health. National Cancer Institute.
http://www.cancer.gov/publications/health-communication/pink-book.pdf. Accessed: October 16,
2015