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Reducing HIV Infection Rates Among Communities of Color in the American South

In the United States, over 700,000 lives have been claimed by AIDS since the onset of the AIDS pandemic four decades ago. It is estimated that more than 1.1 million people continue to live with HIV, and an estimated one in seven of them remain unaware of their HIV status. Despite advances in medicine and the availability of preventative measures, HIV is on the rise in communities of color. According to the latest data, Black/African American gay and bisexual men represent the highest proportion of new HIV diagnoses.

The AIDS Memorial Quilt is a premier icon of the AIDS pandemic and is a powerful teaching tool and memorial.The Quilt has been viewed by more than 15 million people in the last 20 years. It is visible online and at select events; but has not been fu

The AIDS Memorial Quilt is a premier icon of the AIDS pandemic and is a powerful teaching tool and memorial.The Quilt has been viewed by more than 15 million people in the last 20 years. It is visible online and at select events; but has not been fully displayed at an in-person event since 1996. An entire generation has yet to be exposed to this tapestry dedicated to the victims of AIDS.

Supported by a grant from the pharmaceutical leader Gilead, Lexicon partnered with the National Aids Memorial (NAM) and the Southern AIDS Coalition (SAC) to support the logic model design and launch of a new AIDS Memorial Quilt Exhibition and Tour entitled Change the Pattern to reduce the rates of HIV infection among communities of color in the American South.

Highlighting and honoring Black and Brown lives lost to HIV and AIDS, Change the Pattern, is a new initiative to reimagine the South’s response to the epidemic. In 2020, the South represented 38 percent of the U.S. population, but is home to over ha

Highlighting and honoring Black and Brown lives lost to HIV and AIDS, Change the Pattern, is a new initiative to reimagine the South’s response to the epidemic. In 2020, the South represented 38 percent of the U.S. population, but is home to over half of new HIV diagnoses.

The multi-city initiative uses the power and beauty of the AIDS Memorial Quilt, as well as a documentary film, in the form of Surviving Voices, as a teaching tool to reach, engage and share the experiences of marginalized communities disproportionately impacted by HIV and AIDS.

The Tour began its journey in the American South, aiming to connect with a fresh demographic and educate them about the history of AIDS, along with the ongoing battle for healthcare and social fairness. By exhibiting the Quilt in the areas most affected by AIDS, the tour encourages action toward reducing HIV rates and fosters alliances to support local initiatives.

[SOLUTIONS]

[SOLUTIONS]

Partnering with NAM and SAC, we developed a strategy to design and support the tour. For each exhibit activation, we worked with our partners and local organizations to create and promote activities and inspire participation.

To engage a new audience, brand development was an important part of the program. We conducted stakeholder and subject matter expert interviews, surveys, and focus groups to gain critical insights that informed the naming of the program Change the Pattern and creation of an engaging media identity.

We developed a comprehensive logic model including program goals, objectives, and outcomes that served as a guide for the tour. Using public health HIV metrics, we designed and delivered an evaluation plan that allows us to measure success, create c

We developed a comprehensive logic model including program goals, objectives, and outcomes that served as a guide for the tour. Using public health HIV metrics, we designed and delivered an evaluation plan that allows us to measure success, create continuous improvement measures and inspire funders.

The plan includes the delivery of media impressions in local, regional, and national publications and social media impressions after each city exhibit.

All Change the Pattern programs require many volunteers for successful and consistent implementation. We created a volunteer training program to help recruit volunteers and ensure alignment among them and inspire passion for the program.

[RESULTS]

[RESULTS]

Originally designed to be an eight city tour, the tour has now been extended to more than 20 cities across the South. As a result, the initial phase of the tour has been a great success with more than 1,141,251,880 media impressions so far, more than 4,000 exhibit attendees, and 350 people engaged in creating new panels to add to the quilt.

According to our surveys, an average of 73% of the people reached by the program were African American, for 84% of these individuals, this was their first time ever experiencing the AIDS Memorial Quilt. 100% reported they were inspired to take action to reduce HIV rates, and 48% reported their intention to take HIV prevention measures.

“Just as the Quilt was founded thirty-five years ago as a visual representation of the need to end stigma and provide equitable resources to communities most impacted by HIV and AIDS, Change the Pattern is a call to action and change in the South.”

“Just as the Quilt was founded thirty-five years ago as a visual representation of the need to end stigma and provide equitable resources to communities most impacted by HIV and AIDS, Change the Pattern is a call to action and change in the South.”

– Dafina Ward, Executive Director of Southern AIDS Coalition