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PrEP Adherence Bus Shelter campaign

PrEP-bus-campaignThe purpose of this campaign is to spread awareness of the importance of adherence to the life-saving tool, pre-exposure prophylaxis (PrEP). PrEP is a daily pill for HIV-negative people which, when taken daily as prescribed in combination with condoms and other safer-sex practices, is more than 90% effective in preventing HIV infection before exposure to the virus. The campaign is part of the New York City Department of Health and Mental Hygiene’s efforts to end the AIDS epidemic. The ads appear for three months (July through October 2016) at ten bus shelters in Brooklyn, Queens, the Bronx, and Upper Manhattan.

Adherence is critical for maximizing the effectiveness of PrEP. Individuals on the drug must take it every day for it to become effective, in addition to undergoing regular HIV testing.
The campaign is targeted at communities with the highest numbers of new HIV infections. According to the New York City Department of Health and Mental Hygiene, Bedford-Stuyvesant and Crown Heights in Brooklyn led the city in new HIV infections. Both neighborhoods combined had 162 diagnoses in 2014. Central Harlem and Morningside Heights had the third highest number of new infections with 130. Crotona and Tremont in the Bronx had 110 new diagnoses and the South Bronx had 96 new diagnoses. As New Yorkers wait at bus stops across the city this summer, GMHC hopes that they will take notice of our ads and seek more information about how to access this life-saving medication.







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