Update on CDC’s CT/Infertility Prevention Social Marketing Effort:Integration into GYT

Update on CDC’s CT/Infertility Prevention Social Marketing

Effort:Integration into GYT

Allison Friedman, MS

Division of STD PreventionCenters for Disease Control & Prevention

The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the Centers for Disease Control and Prevention.

Infertility Prevention Campaign

Goal: Promote CT screening among sexually active African American, Caucasian & Hispanic women, ages 15-25yrs

Project Activities Literature Review (2007)  

Exploratory Research (2007-2008)

Concept & Message Testing (Nov-Dec 2009)

Campaign Focus: Recommendations

Option 1: CT, Infertility & Women’s Health Ct messages couched within women’s health

framework Could address other women’s health topics STDs would not be the lead/focus (focus on STDs and

women = stigmatizing to target audience)

Option 2: General STD Focus Builds on familiar brand, normalizes testing behavior Appeals to both M+F, but dissemination strategies &

program activities target women more heavily

Decision to pursue option #2

Capitalize on existing effort, with proven success and multi-sector partners already engaged

GYT:• Targeted on-air & online programs/promotions

• PSAs, entertainment programming, viral promotions

• Dedicated web & mobile resources • campaign & social networking websites, SMS code,

clinic locator• On-the-ground services & promotions

• health center/clinic, community & media outreach

National Coalition of STD Directors (65 full members)

CDC Partners (2,600+ kits through 330+ health clinics)

Planned Parenthood (840+ health centers)

American College Health Association (115+ health centers)

mtvU (140+ schools)

2010 Community Outreach

GYT Programming Reach

50+ PSAs produced >2,100 airings; >500K video streams

8 original shows/programs produced 100 airings; 10k online views

Youth-oriented website >1M visitors to GYTNOW.org

GYTNOW SMS code 50k texts 100K clinic referrals (web/SMS)

YouthStyles Consumer Survey 2009

Surveyed 1,310 youth, ages 9-18yrs :

12% heard of GYT campaign, of whom: 22% saw a health care provider because of GYT 8% got STD tested because of GYT STD/STD testing discussions:

26% talked to parent/family 17% talked to partner 15% looked for more info

Integrating Research into Program

AED Implementation funds to support: Local implementation of GYT/CT screening

programs (subcontracts to < 9 programs) CT-specific materials being developed for GYT

toolkits New, interactive components to GYT website Radio outreach (media tour) Online & on-air ads Corporate partnership outreach* Publisher outreach*

* Possible strategies

Support for Local Implementation

Subcontracts <$20,000 each-- to support implementation & evaluation of social marketing plans to promote CT (& other STD) screening through locally tailored GYT efforts, w/focus on F’s 15-25 yrs

3 key activities: 1. Develop, implement & evaluate a local awareness &

social marketing campaign

2. Provide CT screening & treatment/referral (& other STD counseling, screening & treatment), as recommended by CDC & USPSTF through accessible, free/low-cost youth-friendly services for sexually active women

3. Measure uptake of screening & ancillary services identified above

Local Campaign SupportTarget Audiences Primary: sexually active women, 15-25

years. Priority groups:

Women in areas with high CT prevalence African American, Hispanic, American Indian women Adolescents Sexually active women w/a past CT diagnosis

Potential secondary audiences: Health care providers Boys/young men, partners of women Other secondary audiences, if justified

Who Can Apply?

community-based, youth-serving, minority-serving, & non-profit organizations

for-profit organizations or businesses affiliates of a national org./professional assoc. clinics (school-based clinics, Title X clinics,

health centers) colleges, universities, high schools health departments private medical providers Medicaid or managed care organizations, military bases

Timeline

Request for proposals- Wk of October 25th Proposal submission – last wk of Nov Subcontracts issued- Dec/Jan Period of performance : Jan 1 – Sept 30,

2011

https://procurement.aed.org/solicitations

Additional GYT Efforts/Outreach for 2011

Corporate, media, lab, test manufacturer outreach

College outreach (HBCUs, HSIs, community colleges; sororities/fraternities)

School-based health centers IHS Minority media outlets

Questions? Feedback?

Allison Friedman, MSDivision of STD Prevention

Centers for Disease Control & Prevention(404) 639-8537alf8@cdc.gov

For more info & to view AED’s Request for Proposals

https://procurement.aed.org/solicitations Assistance to support national GYT

implementation