EtE is a New Jersey Department of Health HIV, STD, and TB Services-supported initiative designed to increase awareness about comprehensive status-neutral HIV services for focus populations most affected by HIV in the priority cities identified in A Strategic Plan to End the HIV Epidemic in NJ by 2025. Focus populations are LGBTQ individuals, women, and people who inject drugs.
Consumer awareness campaigns support the development and implementation of comprehensive status-neutral HIV services for focus populations most affected by HIV in New Jersey’s Ending the HIV Epidemic (EtE) priority cities. Women, LGBTQ+, and injection drug users are the populations most affected by HIV in EtE priority cities. Awareness campaigns are culturally appropriate and trauma-informed, provide education about how and where to access HIV prevention and care services, and help community members understand the benefits of these services.
Women account for approximately 1 in 5 new HIV diagnoses in NJ each year; yet most women do not know their risk for HIV, and are unaware of various testing and prevention options. The goals of this campaign targeting Black and Latina/Hispanic women living in New Jersey are to 1) increase awareness about HIV testing options and encourage women to ask for an HIV test without stigma and fear, and 2) guide users to the endHIVnj.org website for services, resources, and more information. Phase I of the campaign launched in January 2026 and is being deployed digitally via Google Ads, social media, programmatic display, and online TV and connected TV streaming platforms. Phase II, same objective – different audience, will launch in the spring.
Consumer awareness campaigns will support the development and implementation of comprehensive status-neutral HIV services for focus populations most affected by HIV in New Jersey Ending the HIV Epidemic (EtE) priority cities. Awareness campaigns will be culturally appropriate and trauma-informed, provide education about how and where to access HIV prevention and care services and help community members understand the benefits of these services.
Women, LGBTQ+, and injection drug users are the populations most affected by HIV in EtE priority cities. Women account for 1 in 5 new HIV diagnoses in NJ each year. Pre-exposure prophylaxis, or PrEP, is a highly effective HIV prevention method that lowers the chance of getting HIV from sex and drug use by stopping HIV from taking hold and spreading throughout the body. PrEP is mainly marketed to gay men and transgender women, so most women do not know that PrEP is for them, too, and most heterosexual women do not see themselves at risk of acquiring HIV. The goal of the PrEP Awareness Campaign is to increase PrEP awareness and accessibility among Black and Brown heterosexual women living in EtE priority cities. Campaign messages and materials were created and disseminated through various in- and out-of-home marketing approaches and are available on the endHIVnj.org website.
Project Overview:
The Ending the HIV Epidemic initiative focuses on four key strategies that, implemented together, can end the HIV epidemic in the U.S. This campaign focuses on preventing new HIV transmissions by using proven interventions such as pre-exposure prophylaxis (PrEP). In 2022, the FXB Center partnered with agencies in Northern New Jersey to develop an educational campaign to inform the public about PrEP and PrEP services. The campaign was printed in English and Spanish and displayed at New Jersey Transit rail stations, the Port Authority Trans-Hudson (PATH) rail transit system, and various New Jersey Transit bus lines and bus shelters. This project is supported by the Health Resources and Services Administration of the U.S. Department of Health and Human Services.
This project promotes access to free at-home HIV test kits. It aligns with the Together TakeMeHome project, which aims to address barriers to HIV testing so that 100% of people know their HIV status. “Do It At Home” is available in English and Spanish and is featured on LinkNWK kiosks throughout the City of Newark, and various rail stations across Northern New Jersey, including Newark International Airport, Newark Pennsylvania Station, and the Journal Square PATH rail station. More information on the campaign can be found at https://www.endhivnj.org/doitathome. This project is supported by the Health Resources and Services Administration of the U.S. Department of Health and Human Services.
Project Overview:
With advances in HIV prevention and treatment, such as pre- and post-exposure prophylaxis (PrEP and PEP) for the prevention of HIV, single-tablet HIV treatment regimens, and long-acting injectables, we are closer to ending the epidemic than we have ever been before! This stigma-reducing campaign highlights the shared goal of living healthy lives and stopping the spread of HIV. No matter your HIV status, together, we can end the epidemic. This campaign reaches counties across Northern New Jersey via multiple New Jersey Transit commuter systems and is printed in English, Spanish, and Haitian Creole. This project is supported by the Health Resources and Services Administration of the U.S. Department of Health and Human Services.