ATLANTA: The Centers for Disease Control and Prevention has hired nonprofit development organization FHI 360 to support the second phase of the “Testing Makes Us Stronger” effort.
The anti-HIV/AIDS initiative focuses on black gay and bisexual men.
The one-year contract is worth up to $1.5 million, with an option for a second year, according to the RFP.
FHI 360 is known primarily as a nonprofit development organization, but it also offers health communications and social marketing services.
For the CDC, the nonprofit will analyze components of the previous phase of the campaign, then use those findings to develop the second part. The work will include implementation strategy and details, launch and rollout plans, traditional media outreach, social and digital media strategy, placement, audience segmentation, and channel strategies.
The CDC also expects FHI 360 to expand the social media reach of the campaign. The group will manage daily operations of each of the effort's social media elements, including monitoring and fielding inquiries and comments.
The first part of the effort featured a dedicated website and Facebook page, as well as national print and online advertising. The CDC will also share campaign updates through @AIDSgov, @HIVTalk, and other Twitter accounts, encouraging campaign-focused tweets about HIV and AIDS observance days and events.
A representative for the CDC confirmed the account win, but declined to comment further.
“Our staff played a critical role in developing this important and innovative campaign,” said Cornelius Baker, technical adviser at FHI 360, via email. “We are eager to work with communities across the US to increase the critical knowledge of HIV status among black gay men.”