Challenge
HIV/AIDS-related stigma and misinformation about the transmission of the virus was proving to be a contentious issue in offices and on unionized job sites. Businesses and unions, already pressed on insurances expenses and other health related issues, were reluctant to address HIV/AIDS directly.

Insight
From our field research, Ogilvy PR learned that in order to be accepted by workers and staff, workplace education had to be endorsed and initiated by senior management and labor leaders. Only through their support and leadership would worker acceptance be possible.

Strategy
Ogilvy PR worked with CDC on the creation of the Business Responds to AIDS program in 1992 and the Labor Responds to AIDS program in 1995 to ensure that American workplaces were armed with the necessary information to increase understanding HIV/AIDS and reduce its stigma. The programs were framed in five key areas: Workplace Policy Development; Manager and Labor Leader Training; Employee Education; Employee Family Education; and Community Service and Volunteerism.

An important element in the success of the launch and maintenance of the programs was the development of a Business and Labor National Partners Board, a prestigious advisory panel of leading business and labor leaders. This created an opportunity for thought leaders to serve as role models for other business leaders and provide direction and input on innovative and effective ways to engage the business and labor communities.

Campaign
Ogilvy PR developed an array of materials in support of the programs including:
•	Informational brochures, posters, billboards, airport dioramas and video education tapes.
•	The creation of a Web site, www.hivatwork.org, to provide business and labor communities with one stop access to tools and resources, policy development language, news briefs, national conference listings, current laws, and expert forums.
•	The creation of a Business Manager's Kit and a Labor Leader's Kit, each with comprehensive guidance for fulfilling the five program areas. Both Kits are available in hard copy and are downloadable from the Web site.
•	A series of AIDS in the Workplace television, radio and print public service announcements produced and marketed nationally.
•	Media relations materials for national press launches, satellite news interviews, radio and TV talk shows, and video and audio news releases.
•	Direct outreach through town forums with AIDS leadership, tailored direct mailings to CEOs, and national teleconferences to business, labor and public health communities.
Results The National Commission of AIDS commended CDC's HIV/AIDS workplace programs as "the most successful, innovative partnership between government and the private sector." Significant numbers of U.S. corporations, unions and local businesses have utilized CDC's HIV/AIDS in the workplace tools and technical assistance. An online promotional campaign focusing on the availability of the Manager's Kit and Labor Leader's Kit from the www.hivatwork.org Web site resulted in a 440 percent increase in downloads of the kit components in the first eight months. TV, print and radio public service announcements generated an additional 50 percent of all calls to the Business and Labor Resources Services HIV/AIDS hotline. Ogilvy PR is proud to continue its association with CDC as it continues to support and expand the Business & Labor Respond to AIDS programs.