As part of an ongoing effort to educate the general public about AIDS, the Center for Disease Control and Prevention (CDC) sponsored National HIV Testing Day.

Duffey Communications implemented a public education campaign targeted to African-Americans and Hispanics based on research that revealed that these ethnic groups are disproportionately infected by the virus. www.hivtest.org was created to provide a plethora of related information and promotion of National HIV Testing Day. A live Webcast was also produced and rebroadcast for 30 days. To drive traffic to the site, Duffey implemented a linkage program, secured free banner advertising on Yahoo, Go.com, Medscape, American Visions, 24/7Media and Flycast and drove email messaging through major search engines such as Alta Vista, Yahoo! Go.com, Excite, and Lycos.

More than 250,000 individuals received the National HIV Testing Day message online through participating partners. Nearly 2,000 visitors logged on to the live Webcast, exceeding CDC’s goal by nearly 100 percent.