The program, called "Your Body Needs You," uses targeted advertising to promote testing and safe sex for black and hispanic women ages 20 to 44, organizers said.
As part of Planned Parenthood's Project Street Beat, which travels New York City providing testing and information, program directors worked with women from organizations like the Magnolia House Women's Shelter for inspiration, organizers said.
"Women in communities can look at these and see themselves, and see that this is speaking to them in a voice that's theirs and in images they know," said Planned Parenthood president Joan Malin.
"It's not the population that usually gets reached out to," said Richard Meador, director of social services at Magnolia House. "What has come from this is a wonderful message of empowerment."