With New Mural, ‘Get Down’ Campaign Encourages HIV Patients to Keep Taking Meds
In March 2016, a striking new mural in South Memphis is the centerpiece of a campaign by the Regional Medical Center to motivate HIV-positive residents to adhere to their medication regimens. This vibrant artwork, created by muralist Brandon Marshall, covers 60 yards of a once-blank brick wall at 960 S. Bellevue Blvd. Named “Get Down,” the mural aims to convey a message of health and vitality through a colorful and engaging image.
The campaign’s slogan, “Get Down,” carries a dual meaning: it encourages patients to reduce their HIV viral load while also evoking the lively spirit of Memphis, synonymous with music and dance. This approach avoids a preachy tone, opting instead to celebrate life and community.
Key Takeaways:
- Health Message: The mural and campaign encourage HIV-positive individuals to achieve an “undetectable” status by reducing their viral load, thereby living healthier lives and minimizing the risk of transmission.
- Community Engagement: The “Get Down” theme integrates the cultural vibrancy of Memphis, making the health message more relatable and engaging for residents.
- Addressing Barriers: The campaign highlights common barriers to treatment adherence, such as missed appointments, transportation issues, and stigma, offering solutions and support to overcome these challenges.
- Collaborative Effort: The Ryan White Foundation funded the initiative, with RedRover donating marketing services and Brandon Marshall contributing his time and talent to the mural.
RedRover’s Role
RedRover Sales & Marketing Strategy played a pivotal role in the “Get Down” campaign, leveraging their expertise to create a compelling and supportive message. By combining creative marketing with a deep understanding of community needs, RedRover helps ensure the campaign’s success in encouraging HIV-positive individuals to stay committed to their treatment plans.
Conclusion
The “Get Down” campaign and its accompanying mural represent a powerful blend of art, culture, and health advocacy in Memphis. Through a message of positivity and community spirit, the campaign aims to improve the lives of HIV-positive residents by promoting medication adherence and reducing the stigma associated with the disease. This initiative, backed by the collaborative efforts of The Regional Medical Center, the Ryan White Foundation, RedRover, and artist Brandon Marshall, stands as a testament to the impact of creative and compassionate public health campaigns.
For more details, you can visit the original article on The Commercial Appeal.
