Every nine-and-a-half minutes, someone in the United States is infected with HIV. One in five people living with HIV is unaware that he or she has the disease. Philadelphia’s rate of new HIV infections is five times the national average.
With the 24th annual Philadelphia AIDS Walk just over a month away, the city will soon teem with advertisements that utilize these three statistics to raise awareness not just about the walk, but also about the impetus behind it.
“This is a much different campaign than before,” said Robb Reichard, executive director of AIDS Fund, which stages the walk, held this year on Oct. 17. “This really is a true public-awareness campaign. As a nation and as a city, these are statistics that we should find alarming. The AIDS Walk isn’t just the primary image; it’s also the why-we-walk piece. It’s about educating the entire community about the epidemic and where we’re at.”
The messages are set to launch on posters, digital billboards and bus shelters throughout the city in the coming days.
Although the campaign may look a bit different, Reichard said the walk will have its usual traditions — like the reading of the names of locals who have died from AIDS — along with some new additions, including a performance of “Seasons of Love” from “Rent” by a local theater group.
Last year, the length of the optional run was shortened from 10 km to 5 km to allow for more participation from runners of diverse abilities, and the shortened length will be retained this year, as Reichard said the shift did increase the number of runners.
Walkers can register as individuals or as part of teams, and Reichard said more than 100 teams have already signed up.
AIDS Fund is taking full advantage of the surge of social-media outlets like Facebook and Twitter to get out the message about the walk.
Reichard said the availability of technology in recent years has greatly facilitated the planning process.
“Just from the standpoint of time and resources, the fact that we’re able to reach tens of thousands of people with just one e-mail is amazing,” he said. “Back in the early ’90s when I was a volunteer, we had to coordinate telephoning every single walker after they registered. We would have five or six of us from 6-9 p.m. four nights a week get together to make the phone calls and confirm everyone’s registration. Now when you register, you get an automated e-mail instantly. So we’re really trying to utilize the technology that we have now so we can stay current, because that can really have an impact on our resources.”
Organizers are hoping for 15,000 people to turn out for the event and raise a collective $500,000, which AIDS Fund will distribute to area HIV/AIDS service organizations.
“We’re looking to hit the half-million mark, so that’ll be our goal until we hit it and, once we do, then we’re just going to keep setting a higher goal,” Reichard said.
Last year’s event raised about $350,000, a figure that may have been impacted by the weather. Temperatures during last year’s walk didn’t climb out of the 40s, with steady rain and wind throughout the morning.
The miserable conditions, however, didn’t deter the crowd.
“I was amazed at the turnout of the walkers and all the volunteers, given how horrible it was,” Reichard said. “I think by far in the past 23 years, last year was the worst weather day we’ve ever had, so it was really heartwarming to see all of those people there in this Nor’easter. It says a lot about how passionately our walkers feel about the issue and about their commitment. As much as I’d love to see a gorgeous fall day this year, we’ll be out there rain or shine, and I know our supporters will be too.”
For more information or to register for the walk, visit www.aidswalkphilly.org.
Jen Colletta can be reached at [email protected].