Table 3.

Relative effectiveness of ad campaigns based on the type of ad used (text-only, figure with face, figure without face)

Ad Type	Spent	Survey Attempts	$/Attempt	Surveys Complete	$/Complete	Enrolled	$/Enrolled	HIV Kit Returned	$/Kit	% < 25 years old	% Persons of Color	% HIV-Positive
No Figure (text only)1	$5,000	1,676	$2.98	871	$5.74	315	$15.87	221	$22.62	14.3%	39.1%	6.3%
Figure w/ Face2	$15,000	10,137	$1.48	5487	$2.73	2,049	$2.44	1,243	$4.02	19.1%	39.6%	2.9%
Figure w/o Face3	$5,000	8,726	$0.57	4585	$1.09	1,659	$3.01	966	$5.18	17.1%	38.5%	3.0%

¹Campaign 3

²Campaigns 1, 2, & 5

³Campaign 4