The Guardian Project is a
collaborative effort by The AIDS Foundation of St.
Louis, the City of St. Louis Department of Health,
the Ryan White Title I Planning Council, the Regional
HIV Prevention Advisory Group, community based AIDS
service organizations (ASOs), and bars, clubs, and
coffee houses. Based on an HIV community-wide assessment
of prevention needs, the project combines AIDS Foundation
marketing experience with prevention and social
marketing expertise from the City Health Department
and other HIV community members.
The fastest growing increases of new HIV/AIDS infections
are now among younger men who have sex with men
(MSM) ages 18 to 29. A critical factor is the need
for more prevention campaigns targeting MSM. The
Guardian Project will target gay men and MSMs ages
18 to 29 in St. Louis City and County, primarily
focusing on the urban core and inner suburbs, an
area consisting of approximately 7,000 individuals
who fit our profile.
The Guardian Project will be an intensive, coordinated
social marketing campaign using a variety of media
to deliver prevention messages and an immediate
call-to-action. A media campaign will include targeted
print and radio, paid advertising and PSAs. Outdoor
billboards will be placed in targeted areas
of the urban core. Postcards, posters, and T-shirts
will be distributed through events, ASOs, clinics,
nightclubs, and other venues. Short Guardian videos
will be distributed to nightclubs for viewing during
dance video schedules. Condoms with the Guardian
logo will be placed in bars and clubs. A Guardian
Website will be designed to provide detailed prevention
information. Guardian materials will be placed on
local and national Internet gay Websites and chat
rooms. “Captain Guardians” will serve
as HIV educators to these various venues. Campaign
strategy is based on understanding and respecting
the target population, thus it also will include
a social interaction component. A social group will
be formed in collaboration with Project ARK for
ongoing support and education. In addition, a media
relations initiative will raise media and community
awareness of HIV infection, consequences of infection
and importance of practicing safer sex.
Project Objectives
The project will include a 6-month development
period, a 12-month campaign and 6 months of evaluation,
follow-up and continuation planning. A 12 member
advisory group has been established to help guide
the campaign through its two year duration. The
project objectives are:
Objective #1 To increase recognition
and recall of Guardian images and prevention messages
to 70% of surveyed target population respondents
by the end of the campaign.
Objective #2 To increase “safer
sex” condom use by younger gay men and men
who have sex with men by 25% and to change their
perceptions of susceptibility to STDs and HIV,
understanding of the severity and consequences
of infection, and understanding of the treatment
and side effects of HIV and STDs by 50% by the
end of the 24 month grant period.
Objective #3 To reduce incidence
of new cases of chlamydia, gonorrhea, and syphilis
for gay men MSM ages 18 to 29 by 5% and to increase
HIV testing rates by 25% by the end of the 24
month grant period.
Anticipated Outcomes
The Guardian Project will change individual behavior
in younger gay men, which will lead to the prevention
of HIV infection and the transmission of other STDs
among the targeted population. The media campaign
will reach these individuals and also create social
change as community norms and information levels
begin to shift toward prevention. By using images
and methods that are clearly part of the culture
of the target population, the Guardian is expected
to be quite popular with HIV community members,
as well as with ASOs and other organizations. It
is expected that more individuals will identify
themselves as “guardians.”
About The Missouri Foundation for Health
Funding for the Guardian Project was provided in
whole by the Missouri Foundation for Health. The
Missouri Foundation for Health is a philanthropic
organization whose mission is to improve the health
of the people in the communities it serves.
What are the guiding principals of the
Guardian Project?
- Young men are very concerned about social pressures
and self esteem
- Peer influences are strong among young gay /bisexual
men
- Building health community among young gay/bisexual
men
- Empowerment promotes more lasting changes in
behavior
- Community wide change occurs through interpersonal
networks
- Focus on positive messages about being gay
and sex in general (no fear or shame)
Who are the “Guardians”?
There are two types of Guardians, Captain
and Master Guardians. Captain Guardians
are young men ages 18-29 and Master Guardians are
gay men ages 30+. Captain and Master Guardians must
complete an interview with a staff member of the
Guardian Project as well as basic training of HIV
Education.
Captain and Master Guardians’ philosophy:
To uphold the principles of the Guardian message,
further this message of safer sex to the young gay
members of the St. Louis community, and encourage
these men to self identify as “guardians”,
protecting their own lives and the lives of others
by prompting and encouraging safer sex messages
and practices.
If are interested in becoming a Captain or Master
Guardian Guardian, click
here for an application and more information.
Click here to meet the Guardians.
The Guardian Advisory Group
The campaign will be directed by a selected group
of individuals, representing the target populations,
as well as lending expertise to prevention and outreach.
The role of this Advisory Group is to help guide
the campaign, ensuring that the campaign is running
smoothly and, more importantly, effectively. The
Advisory Group will meet as needed. Selected Captain
and Master Guardians also comprise this group.
The Guardian Advisory Composition:
Lawrence E. Lewis, MSW
HIV/AIDS Community Coordinator
Office of Minority Health and Senior Services
LewisL2@dhss.mo.gov
Duane Westhoff
HIV/STD Prevention Specialist
Project ARK
westhoff_d@kids.wustl.edu
Joel Jackson
Youth Outreach and Programming Specialist
Project ARK
jackson_j@kids.wustl.edu
Ron Walters
Mr. Missouri Leather 2004
Member, Board of Directors
The AIDS Foundation of Saint Louis
MrMoLeather04@aol.com
Robert Reed
Policy Associate, The AIDS Foundation of St. Louis
ROBERT4POLICY@aol.com
Leon A. Braxton, Jr.
LABraxtonJr@aol.com
JJ Kirkpatrick
Mitchell Blackwood Productions
jjk@mitchellblackwood.com
Kevin Hawkins
Program Coordinator of Male Services
Planned Parenthood of the St. Louis Region
Kevin.Hawkins@ppfa.org
Neel Eargood
Neel Eargood Designs
neargood@sbcglobal.net
Ronald W. Lansford
Community Health Education Coordinator
LansfordR@stlouiscity.com
Meet the Guardian Project’s
Staff
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