Update on CDC’s CT/Infertility Prevention Social Marketing Effort: Integration into GYT Allison Friedman, MS Division of STD Prevention Centers 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.
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Update on CDC’s CT/Infertility Prevention Social Marketing Effort:Integration into GYT
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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
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
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