Entertaining & Educating Youth on Internet


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This presentation discusses how HIV prevention social marketing funds were used to develop a website to reach out to urban youth with HIV/STD prevention information.

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Entertaining & Educating Youth on Internet

  1. 1. Educating & Entertaining Youth on the Internet Lifestylez.org Eric Roland Sr. Director of Marketing & Communications
  2. 2. Project Foundation <ul><li>Social Marketing funding from Houston DHHS </li></ul><ul><li>Target MSM of all race/ethnicities and all ages and include HIV-negative, HIV-positive and MSM of unknown HIV status </li></ul><ul><li>Campaign intends to change unhealthy sexual behaviors of MSM and encourage positive health-seeking behaviors such as routine testing and accessing prevention counseling programs </li></ul><ul><li>Also intends to refer MSM to HIV and syphilis testing </li></ul><ul><li>Impact group and community norms around unhealthy sexual behaviors of MSM in Houston </li></ul>
  3. 3. Formative Evaluation <ul><li>14 question survey (n=150) </li></ul><ul><ul><li>Administered at Gay Pride Festival and at bars </li></ul></ul><ul><li>Key informant interviews (n=25) </li></ul><ul><ul><li>Most key informants worked in the GLBT community at bars or retail establishments </li></ul></ul><ul><li>Review of epidemiology, area HIV/STD prevention plans, and lit review </li></ul>
  4. 4. QUESTION: Where do you CURRENTLY get the latest INFORMATION about sexual health, HIV/AIDS, and STDs? <ul><li>online/Internet website 1 </li></ul><ul><li>at a clinic/from doctor 2 </li></ul><ul><li>gay magazines or newspapers 3 </li></ul><ul><li>pamphlets/flyers/brochures 6 </li></ul><ul><li>friends/family members 4 </li></ul><ul><li>from a trained counselor/health educator 5 </li></ul><ul><li>from community organizations 7 </li></ul><ul><li>books 9 </li></ul><ul><li>posters/billboards 8 </li></ul><ul><li>I’ve never looked for this information 10 </li></ul>RANK
  5. 5. QUESTION: Which of these NEW TECHNOLOGIES would you use to get the latest information about sexual health, HIV/AIDS, and STDs? <ul><li>thru text messaging 4 </li></ul><ul><li>downloadable for Ipod 5 </li></ul><ul><li>via email 2 </li></ul><ul><li>listening to a voice recording 6 </li></ul><ul><li>online videos (like youtube) 3 </li></ul><ul><li>online/Internet website 1 </li></ul>RANK
  6. 6. HIV/STDs in Houston MSM <ul><li>Nearly 60% of all new cases of HIV in 2005 were among MSM </li></ul><ul><li>69% were MSM of color </li></ul><ul><li>56% of P&S syphilis cases in 2006 were among MSM </li></ul><ul><li>71% were MSM of color </li></ul><ul><li>61% of all new cases of HIV were among people age 20-39. </li></ul><ul><li>19% of all new HIV cases in MSM were between the ages of 13-24 </li></ul>Source: Houston Dept. of Health & Human Services
  7. 7. Key Messages <ul><li>Houston's HIV infection rate is nearly twice the national average and the highest in Texas </li></ul><ul><li>At least half of all new HIV infections are among people under the age of 25 </li></ul><ul><li>Blacks and Hispanics account for 78% of the new cases of HIV </li></ul><ul><li>AIDS is the leading cause of death for African American women aged 25 to 34 </li></ul><ul><li>As many as 6,000 Harris County residents do not know they have HIV </li></ul><ul><li>Over 43% of the new cases of HIV are in gay, bisexual and other men who have sex with other men </li></ul><ul><li>In one year, one out of every 2,000 Houstonians becomes infected with HIV </li></ul>Source: Houston Dept. of Health & Human Services
  8. 8. Lifestylez.org <ul><li>Use emerging technology to reach young MSM of color </li></ul><ul><li>Create website targeted to all young people of color, non-exclusionary </li></ul><ul><li>Produce TV-style docu-videos covering events, featuring human interest stories, and information about HIV/STDs </li></ul><ul><li>Ensure website is entertaining and informative with a young and urban feel </li></ul>
  9. 10. HIV/STD Prevention <ul><li>Text sections of the website on STDs, recreational drugs, HIV/AIDS </li></ul><ul><li>Video Clips: </li></ul><ul><ul><li>What do you know? </li></ul></ul><ul><ul><li>Protect our legacy (:30 second PSA) </li></ul></ul><ul><ul><li>Use the power of your love (:30 second PSA) </li></ul></ul><ul><ul><li>Hip Hop for HIV concert </li></ul></ul><ul><ul><li>Gay Pride Festival & Parade </li></ul></ul><ul><ul><li>Lifestylez video journal </li></ul></ul>
  10. 11. Promoting Lifestylez.org <ul><li>Print advertising in local publications targeted to African-Americans: Houston Style Magazine </li></ul><ul><li>Distribution of posters and pass cards at venues where young people of color congregate, push to venues where young MSM congregate </li></ul>
  11. 13. Promoting Lifestylez.org <ul><li>Radio advertising on stations that reach young urban market: 97.9 The Box and Praise 92.1 </li></ul><ul><li>Radio advertising included online presence: banner ads, streaming radio, videos, profile page and more </li></ul><ul><li>Other online advertising – banner ads, e-blasts, potential for viral marketing </li></ul>
  12. 15. Lifestylez.org Stats 563 7,523 February 2010 6. 1,092 13,167 January 2010 5. 943 11,021 December 2009 4. 129 1,309 November 2009 3. 918 10,462 October 2009 2. 597 8,132 September 2009 1. Number of page requests Number of requests Month
  13. 16. Challenges <ul><li>Funding – video production is not cheap </li></ul><ul><li>Time in development – video production can be slow </li></ul><ul><li>Keeping current – climate is ever-changing; lack of human interest subjects </li></ul><ul><li>Promotion – time-intensive, unless it goes viral </li></ul><ul><li>Human resources – need someone dedicated to project </li></ul><ul><li>Sustainability – reliance on government funds </li></ul><ul><li>Web 2.0 – how to incorporate viewer produced material </li></ul><ul><li>Evaluation – difficult to measure success </li></ul>
  14. 17. Opportunities <ul><li>Influence community </li></ul><ul><li>Partner with local entertainers to deliver HIV/STD prevention messages (video testimonies) </li></ul><ul><li>Web 2.0 – incorporating viewer produced material, esp. videos </li></ul><ul><li>Blog </li></ul><ul><li>Go commercial with website </li></ul>
  15. 18. Thank you! <ul><li>Eric Roland </li></ul><ul><li>Senior Director of Marketing & Communications </li></ul><ul><li>Legacy Community Health Services </li></ul><ul><li>(713) 830-3068 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.legacycommunityhealth.org </li></ul>