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  • Abbott LaboratoriesAmerican Red Cross - MetroBarnert HospitalCAPCOCity of Paterson Mayor Jose joey Torres City of Paterson Department of Human ServicesCity of Paterson - Ryan White Title I DivisionCity of Paterson Division of HealthCity of Passaic Passaic AllianceHyacinth AIDS FoundationNJ State Department of Health Division of HIV and AIDSNJ Women & AIDS Northeast Life Skills4imprintNOW Theatre WorkshopPassaic County Community College Human Services ProgramPaterson Counseling CenterPaterson, Passaic County - Bergen County HIV Health Services Planning Council Paterson Pastors WorkshopPlanned ParenthoodProject FaithSt. Pauls Community Development CorporationStraight & NarrowSt. Marys Hospital Digital DimensionsTown TotalProject COPEUniversity of Medicine & Dentisry AIDS Education Training Center (CCOE)Well of Hope Drop in CenterP-TAS LaunchHosted by:

  • P-TAS LaunchNovember 29, 2006Brownstone, Paterson, NJ

    PROGRAMWelcomingGoals & AccomplishmentsMeasuring Success Social Marketing CampaignKey Note Speaker Dignitaries AddressClosureReception

    People Take Action Save lives (P-TAS) GoalTo enhance the quality of lives of those affected and infected by HIV and AIDS, as measured by increased access to care and expansion of HIV testing

  • I am proud to be a member and pioneer of P-TAS collaborative and fully support its initiatives. The P-TAS message is clear and personal action is necessary. Take the time to get tested for HIV and please get into care early. The life you save may be your own.Mayor joey TorresCity of Paterson

  • The P-TAS Initiative Why Paterson?

    180,000 documented, 3rd largest city in NJ51% Latinos31% African American1918 HIV/AIDS with known status 959 HIV/AIDs population in Care (50% of known cases

  • The Problem: Falling Through the CracksAlmost half of those who are living with HIV/AIDS are not in care.

    Some dont make the decision to be tested. Why Not.

  • The Impact of Falling through the CracksFinding people at later stages of careHigher mortality among ethnic minoritiesDecreased quality of lifeAccessing ER inappropriatelyInfection and Reinfection Burden on health care systemMore expensive careLimited access to treatment (fewer options)Increased stigmaMore resistant strains of the disease

    People not knowing their statusPeople knowing status but choosing not to get into care

  • P-TAS: Filling in the Cracks

  • Challenges

    Limiting FactorsLimited resources (time, money, technical).Sphere of influence / expertise / comfort zoneNo beginning-to-end approach

  • P-TAS: What is it?A new way of looking at the problemA continually evolving processA philosophy shiftA model for changeBoth scientific (quantitative) and real-world (qualitative)

  • Key Components of P-TASCollaboration bringing the community together

    2. Process enjoying the journey

    3. Tracking System

    PoliticalSupportStatewideSupportPublic & Private Best PracticeFlexibilityOpenCommunicationsSocial Marketing

  • Mayors Proclamation

  • Community Wide EffortP-TAS EffortsBefore6 outreach workers

    Clinics Working IndependentlyIndividual training programs

    No dedicated HIV testing VanIndependent awareness programs

    No City employee testing initiativeNo coordinated measurement effort

    Low level Dx and Tx Incentives

    No way to easily track program activities and outcomes.After50 new outreach workers through PCCC

    City Partners working togetherCitywide Training programs with AETC involvementCity of Paterson Testing VanP-TAS Banners and Brochures throughout the CityMayor offering opportunity for every City employee to get testedFully integrated monitoring programCitywide Incentives

    Easy-to-use system to track program activities and outcomes graphically in real-time.

  • Current StrategyTarget high-risk HIV prevention messages based on Misconception Surveys

    African American & BlackLatinos - HispanicsWomenTeens Young Adults / College StudentsFaith-based Communities

  • Social Marketing

  • Purpose of Marketing?

    Affect Behavior: Get Tested and Into Care

    Do Beliefs Affect Behavior?


  • A person can get HIV b y a mosquito bite. T or FA person cannot get HIV if over age 50. T or FSharing needles increases risk of HIV. T or FAIDS is the final stage of HIV infection. T or FHIV infection is preventable. T or FYou can tell if someone has HIV - AIDS. T or FOnly gay men get HIV - AIDS. T or FThere is a treatment for AIDS. T or FThere is a cure for AIDS. T or F

    Health Quiz Given to Community by P-TAS Outreach Workers

  • A person can get HIV b y a mosquito bite. FalseA person cannot get HIV if over age 50. FalseSharing needles increases risk of HIV. TrueAIDS is the final stage of HIV infection. TrueHIV infection is preventable. TrueYou can tell if someone has HIV - AIDS. FalseOnly gay men get HIV - AIDS. FalseThere is a treatment for AIDS. TrueThere is a cure for AIDS. False


  • What are the beliefs in Paterson and Passaic that are barriers to healthy decisions?

    Which messages must we focus on to affect behavior?

  • Real-Time Tracking & Monitoring: Myths and Misconceptions for Targeted OutreachOver 26% of people in our community believe AIDS is not treatable!

    Why bother get tested if you believe that HIV/AIDS is not treatable?

  • Getting the Word Out

    Using real-time data on the most prevalent local misconceptions about HIV, testing, and treatment, we target our scarce marketing, training, and outreach resources to correct these harmful beliefs.

    This assessment done by neighborhood, demographic profile, and over time, so the process of refining our key messages and delivery strategies is continuous and adaptive.

  • Street Banners

  • Banners Displayed at Testing Sites

  • Magnetic Banners for Mobile Vans

  • Information Brochure

  • Information Brochure

  • Information Brochure

  • Logo StickersWindow & Door Displays

  • P-TAS Reward Cards Based on Local P-TAS Community Assessment andCDC, State, and Local StatisticsEach reward card targets a specific population with images, messages, and facts to get people tested, and get people into care.

  • Reward Cards & Facts

  • Reward Cards & Facts

  • Reward Cards & Facts

  • Reward Cards & Facts

  • Reward Cards & Facts

  • Reward Cards & Facts

  • Reward Cards & Facts

  • A public and private partnership ventureBusinesses, Merchants, Organizations, City Agencies, Offices of Elected Officials display posters for public to accessColorful Posters with tear-offs Reward Cards

  • Real-Time OutcomesTracking Tools (Tracking P-TAS in eCOMPAS)

  • Tracking Outcomes25-1423-821Real-time tracking of outcomes throughout entire process, anonymously with pre-printed incentive code on reward cards

  • leveraging eCOMPAS

  • Web-Based Data Entry

  • Real-Time Tracking & Monitoring: Activity Tracking

  • Real-Time Tracking & Monitoring: Outcomes at-a-glanceWe can tell in real-time what impact P-TAS is having for each dimension of success.

    So far, P-TAS efforts have resulted in positive rates much higher than State average, and contributed to a 10% improvement in engaging those out-of-care into care!

  • Real-Time Tracking & Monitoring: Outcomes by Demographic ProfileWe track outcomes, barriers, and success by demographic profile, so we can take a targeted approach with continuous program refinement.

  • Real-Time Tracking & Monitoring: Outreach Worker Effectiveness & Sharing of Best PracticesThe success of each outreach worker is tracked.Highly successful outreach workers are asked to share their best practices and inspire others.Success is tracked in different ways, for example: number of people outreached; percentage who got tested; and number and percentage to get into care.

  • Real-Time Tracking & Monitoring: Myths and Misconceptions for Targeted OutreachBeliefs are tracked on an ongoing basis so we can see if our education and outreach efforts are having an impact on belief and behavior over time.This enables us to adapt our messages and approaches according to the evidence on the ground in our local community over time.

  • Contact Information

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