RALEIGH - While many Latino immigrants land in North Carolina seeking jobs and economic opportunity, a troubling number also find themselves vulnerable to a threat that's less prevalent in their home countries: HIV and AIDS.

Latinos account for 6 percent of the state's population, but 2006 figures indicate they represent 8 percent of reported HIV cases. According to an epidemiological survey completed by the state in July, the HIV rate for Latinos in North Carolina -- 29.8 cases per 100,000 people -- is now higher than the state's overall average rate of 23.3.

Past efforts to educate the state's growing Latino population about the importance of HIV testing and the availability of medical services to those infected may have been lost in translation, state health officials worry. A new initiative introduced Wednesday aims to address the gaps where public information campaigns about HIV and AIDS have fallen short.

The wide-ranging plan includes airing new Spanish-language public service announcements on local Univision affiliates, free testing at Latino community festivals and engaging community advocates across the state to spread the message.

The problem deepens for Latinos who become infected and do not seek treatment until the disease has progressed significantly, said Jesus Felizzola, who is coordinating the new state initiative. Many of them simply don't know what public medical services are available, Felizzola said, or avoid treatment for fear of deportation.

"We need the Latino community to understand the complexity and extent of this epidemic," he said.

Many Latinos with HIV were likely infected in the United States, said Jeffrey P. Engel, the state epidemiologist. Compared to the U.S., Mexico and other Latin American countries have lower rates of HIV and AIDS, Engel noted.

"That suggests to me they're not bringing the disease across the border [with them]," he said.

The new statewide, multi-agency effort will aim to increase HIV testing within the Latino community and overcome the language barrier with expanded, bilingual education campaigns. In addition, the initiative also hopes to get people into a medical program more quickly -- and keep them in treatment -- if they test positive for HIV.

In Wake County and other urban areas of the state, human services agencies already mount grass-roots efforts to inform Spanish-speaking residents about medical services and care available to HIV patients.

Yvonne J. Torres, Wake County Human Services' HIV/STD program manager, said local efforts to encourage HIV testing have met little resistance. Torres said shoe-leather efforts to inform people at pickup sites for day laborers and soccer fields, and at apartment complexes and mobile home parks where many Latinos live have proven successful.

"The Latino community is not afraid to get tested," Torres said. "Where they have difficulty sometimes is in accessing services where someone understands their language."