“ARE YOU DOIN' IT?” - Regional HIV/AIDS Connection

sound production in 48 hours. The availability and quality of Steve’s volunteer power was pivotallyinstrumental to the successful production of this PSA, and it has become an ongoing priority atRegional HIV/AIDS Connection to always have a volunteer recruited with such an acuity level withdigital media production.An audio version was also developed by Steve Curtis and was disseminated to student radio stations.Mercy Nleya-Ncube, Multicultural HIV Prevention Coordinator, liaised with 106.9 XFM at FanshaweCollege, and staff at the radio station produced their own take on the PSA, staging a conversationbetween a couple about the importance of testing.The PSA was very well received by staff, clients, volunteers and community partners. Were a secondversion of the PSA to be produced, we would make the following recommendations:Strive for increased diversity-representation in a futureversion of the PSA, especially with regard to transinclusion,dis/ability, and a broader racial spectrum.Translate the PSA so it is accessible to various linguisticcommunities, with a priority on French and Spanish.Especially if the “Are you doin’ it?” campaign is taken upin other geographical locations, the PSA could bereproduced to feature community and opinion leaders(political, cultural, civil society) to broaden thecampaign’s appeal.The Social Media StrategyBecause the PSA was designed to highlight the importance of testing and to provide audience appeal,it was determined early on that a comprehensive social media strategy would allow the “Are youdoin’ it?” campaign to convey comprehensive information about HIV/STI risk assessment, riskreduction, testing infrastructure and procedures, population specific prevention, poz prevention, andHIV stigma. The social media strategy allowed for the PSA itself to be disseminated through a varietyof channels not limited to traditional television broadcast.The social media strategy for the “Are you doin’ it?” campaign was carried out in three forms: via adedicated website (testingweek.ca), Facebook, and Twitter.8testingweek.caPaul Sutton developed testingweek.ca in July 2010, shortly after the PSA had been filmed andedited. The domain name, testingweek.ca, was purchased and registered for one year at