SOGC Contraception Awareness Program & Website


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Describes and award winning web site and education program aimed at youth, teachers, health care professionals, parents and adults. Presented at an international conference June 2007 organized by ISHN(

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SOGC Contraception Awareness Program & Website

  1. 1. Contraception Awareness Project
  2. 2. <ul><li>Specific to teachers </li></ul><ul><li>Specific to teens </li></ul>
  3. 3. Sex Facts: A review of trends, attitudes and beliefs
  4. 4. Sex Facts in Canada <ul><li>Sexual Experience </li></ul><ul><li>The average age both male and female Canadians have sex for the first time is 16.5. [1] </li></ul><ul><li>28% of teens aged 13-17 report having had sexual intercourse at least once. By age 20-24, this increases to 80%. [2] </li></ul><ul><li>In a 2005 report, 41% of males aged 15-17 and 39% of those aged 18-19 reported having more than one sexual partner in the previous year. [3] </li></ul><ul><li>For females in the study, 29% of 15-17 year olds and 31% of those aged 18-19 reported having more than one sexual partner in the previous year. [4] </li></ul>[1] Rotermann. Sex, condoms and STDs among young people . Health Reports,16(3), 39-45, 2005. [2] Statistics Canada. Data from the 1996/97, 1998/99, 2000/01 and 2003 National Longitudinal Survey of Children and Youth (NLSCY). [3] Rotermann. Sex, condoms and STDs amongyoung people . Health Reports,16(3),39-45, 2005. [4] Ibid.
  5. 5. Sex Facts in Canada <ul><li>Contraception </li></ul><ul><li>Oral contraceptives are the most common method of contraception used by Canadian women who have had intercourse (32%), followed by condom use (21%). [8] </li></ul><ul><li>39% of female Grade nine students and 54% of Grade 11’s used the pill the last time they had intercourse. [9] </li></ul><ul><li>25% of Grade 9 and 30% of Grade 11 female students reported dual protection at last intercouse. [10] </li></ul><ul><li>The percentage of both male and female students who reported using a condom the last time they had sex decreased from Grade 9-11. [11] </li></ul>[8] SOGC Clinical Practice Guidelines, Canadian Contraception Consensus , Part 1 of 3, February 2004. [9] SIECCAN. Adolescent Sexual and Reproductive Health in Canada: A Report Card in 2004. [10] Ibid. [11] Ibid.
  6. 6. Sex Facts in Canada <ul><li>Women not using contraception </li></ul><ul><li>103,768 abortions performed in Canada (2003) </li></ul><ul><li>Estimated that 150,000 women have medical or scheduled abortions in clinics </li></ul><ul><li>Women in their 20s accounted for 53% of all women who obtained an abortion </li></ul><ul><li>50% of all pregnancies in Canada every year are unintended with 25% of pregnancies ending in abortion </li></ul><ul><li>There is a substantial number of young women who at first intercourse have no protection whatsoever </li></ul>
  7. 7. Sex Facts in Canada <ul><li>Sexually Transmitted Infections (STIs) </li></ul><ul><li>In 2003, 854,817 people aged 15-49 who have ever had sexual intercourse reported ever being diagnosed with an STI. [1] </li></ul><ul><li>1 in 6 will have an STI by age 25. [2] </li></ul><ul><li>Young adults (aged 15-24) have the highest rates of STI [3] </li></ul><ul><li>There are more than 25 classifications of STIs which cause health problems in Canada. [4] </li></ul><ul><li>In Canada, 100,000 people per year contract sexually transmitted infections that can cause infertility. [5] </li></ul>[1] Statistics Canada. Canadian Community Health Survey. 2003. Custom Table. [2] Statistics Canada. Data from the 1996/97, 1998/99, 2000/01 and 2003 National Longitudinal Survey of Children and Youth (NLSCY). [3] Public Health Agency of Canada. Canadian Communicable Disease Report, June 2005 . 2002 Canadian STI Surveillance Report. [4] AVERT. An Introduction to STDs . Online. Available 02/06/06. [5] Health Canada. Sexual Health and STIs . Early Release of the Syphilis chapter - revised Canadian STI Guidelines. October 2005.
  8. 8. Contraception Awareness Project: Background, objectives and initiatives
  9. 9. http:// =uZsuhjqxra4
  10. 10. Addressing the Issue <ul><li>Launch of a national initiative in November 2001 aimed at: </li></ul><ul><ul><li>Increasing contraception awareness in Canadians of reproductive age, enabling them to make optimal choices for their reproductive health; </li></ul></ul><ul><ul><li>- Continued medical education for the medical community. </li></ul></ul>
  11. 11. Activity Sectors <ul><li>Millennium Fellowships </li></ul><ul><li>College of Family Physicians of Canada (CFPC) Fellowships in Women’s Health </li></ul><ul><li>Compassionate Contraceptive Assistance Program </li></ul><ul><li>Contraception Awareness Project (CAP) </li></ul>
  12. 12. Sexual Health Promotion <ul><li> Objectives: </li></ul><ul><ul><li>Contraception U se and Benefits : </li></ul></ul><ul><ul><ul><li>Choice and Adherence </li></ul></ul></ul><ul><ul><li>Safer Sexual Practices </li></ul></ul><ul><ul><ul><li>Dual Protection </li></ul></ul></ul><ul><ul><li>Sexual W ell-being </li></ul></ul><ul><ul><ul><li>S exual Function and Prevention of Sexual Coercion </li></ul></ul></ul>Inform and educate the Canadian public throughout their lifetime on the importance of healthy sexuality.
  13. 13. Challenges <ul><li>Barriers </li></ul><ul><li>General Public : </li></ul><ul><li>Myths, cultural beliefs, values, traditions and habits </li></ul><ul><li>Access to contraceptives </li></ul><ul><li>Knowledge levels </li></ul><ul><li>Unwillingness to change </li></ul><ul><li>Healthcare professionals : </li></ul><ul><li>Physician knowledge </li></ul><ul><li>Attitudes towards contraception </li></ul>
  14. 14. CAP Objectives <ul><li>Physician Component </li></ul><ul><li>Provide knowledge, communication/counselling skills and motivation required to provide appropriate reproductive health care </li></ul><ul><li>Incorporate in their practice the latest knowledge in contraception technology </li></ul><ul><li>Make them askable partners capable of providing proactive counselling and accurate information. </li></ul><ul><li>Public Education Component </li></ul><ul><li>Increase awareness and knowledge of: </li></ul><ul><li>Sexuality and reproductive health </li></ul><ul><li>Contraceptive options and the importance of consistent use </li></ul><ul><li>Dual protection to reduce STIs and prevent pregnancy </li></ul>
  15. 15. Audience <ul><li>Primary Target Audience: </li></ul><ul><li>Teens and young adults aged 13-34, skewed to women </li></ul><ul><li>Health care professionals </li></ul><ul><li>Teachers as vehicle to reach teens </li></ul><ul><li>Secondary Target Audience: </li></ul><ul><li>Adults (with emphasis on those returning on the dating scene) </li></ul><ul><li>Parents </li></ul>
  16. 16. Who is Participating? <ul><li>Content and direction for program developed by a strong </li></ul><ul><li>team of interdisciplinary experts: </li></ul><ul><li>Obstetricians/gynaecologists (SOGC) </li></ul><ul><li>Nurses </li></ul><ul><li>Family practitioners (CFPC) </li></ul><ul><li>Pharmacists (CPhA) </li></ul><ul><li>Health psychologists </li></ul><ul><li>Public health departments </li></ul><ul><li>Teachers </li></ul><ul><li>Sexual health educators and counsellors </li></ul><ul><li>Government – Federal, Provincial, Municipal </li></ul><ul><li>Canadian public </li></ul><ul><li>Like-minded organizations (PPFC, SIECCAN) </li></ul>
  17. 17. Psychology of Sexual and Reproductive Health Behaviour Information Motivation Behaviour Skills Exploiting the unique characteristics of the Internet Sexual Behaviour Sexual and Reproductive Health Practices
  18. 18. Key Components of Sex-Ed <ul><li>Canadian Guidelines for Sexual Health Education </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Motivation </li></ul></ul><ul><ul><li>Behavioural skills </li></ul></ul><ul><ul><li>Conducive environment </li></ul></ul>
  19. 19. Identified Goals <ul><ul><li>Should emphasize the self worth and dignity of the individual </li></ul></ul><ul><ul><li>Instill awareness of the impact that one’s behaviour can have on others.  </li></ul></ul><ul><ul><li>Reflect a balanced approach to sexual health enhancement and the prevention of negative outcomes.  </li></ul></ul><ul><ul><li>Deal with sexual health education as a lifelong process requiring consideration at all ages and stages of life.  </li></ul></ul>
  20. 20. Identified Goals (cont’d) <ul><li>Assist behavioural change through informed individual choice.  </li></ul><ul><li>Ensure that access and content do not discriminate against individuals on the basis of race, ethno-cultural background, gender, sexual orientation, disability and other such characteristics </li></ul><ul><li>Counter misunderstanding and reduces discrimination based on these characteristics  </li></ul>
  21. 21. With such clear guidelines….. What is the problem? <ul><li>Highly variable approach to school sex education (depends on school board’s and individual teacher’s attitudes and enthusiasm) </li></ul>The committee to decide whether spawning should be taught in school
  22. 22. Secondary Objectives: Enhancement of Sexual Health <ul><li>Positive self image and self worth as an aspect of ones sexuality </li></ul><ul><li>Integration of sexuality into mutually satisfying relationships </li></ul><ul><li>Attainment and maintenance of sexual and reproductive health </li></ul>
  23. 23. CAP 2000-2006 <ul><li>Creation of an award winning Website / </li></ul><ul><li>Provide up-to-date and credible contraceptive and sexual health info </li></ul><ul><li>Encourage people to take responsibility regarding their sexuality (dual protection, contraception utilization) </li></ul><ul><li>Physician training workshops </li></ul><ul><li>Promotional items and </li></ul><ul><li>value-added tools for </li></ul><ul><li>physicians and the public </li></ul>
  24. 24. Website
  25. 25. What’s on <ul><li>Module for teens, adults, parents, teachers and healthcare professionals </li></ul><ul><li>Focus on contraception, safer sex and sexual well-being </li></ul><ul><li>Tips, e-newsletter, polls, quizzes, games, FAQs </li></ul>
  26. 26. SexHealth News <ul><li>’s monthly e-newsletter. </li></ul><ul><li>Focuses on dispelling contraception myths, contraception updates, news briefs on sexuality, FAQs, and other related tidbits </li></ul>
  27. 27. Website Statistics <ul><li>In 2006, the Website had: </li></ul><ul><li>- received 2.5 million user sessions (a 25% increase over previous year) </li></ul><ul><li>averaged of 6,945 visitors/day, 6:40 min session length, 4.84 pageviews </li></ul>
  28. 28. Website Statistics
  29. 29. Ranking <ul><li>Search Term: Sexuality Ranking: 1 st listing </li></ul><ul><li>Search Term: Contraception Ranking: 1 st listing </li></ul><ul><li>Search Term: STI Ranking: 3rd listing </li></ul><ul><li>Search Term: “The Pill” Ranking: 5 th listing </li></ul><ul><li>Search Term: Condom Ranking: 5 th listing </li></ul><ul><li>Search Term:NuvaRing/Vaginal Ring Ranking: 1 st listing </li></ul><ul><li>Search Term: EVRA/Patch Ranking: 2 nd listing </li></ul>
  30. 30. Top Pages, Jan. 1 – March 22, 2007 <ul><li>An independent review indicated that </li></ul><ul><li>Enjoys healthy pageview averages of 5.42 pages per user , which indicates that an average visitor to the site views at least 5 pages before leaving; and </li></ul><ul><li>Engages an average visitor to approximately 8 minutes per visit , which is a fairly significant average in terms of Web time. </li></ul><ul><li>Both averages are above industry averages for information-based sites. Taken together, they indicate that visitors to are spending time reading information on pages that are being visited . </li></ul>link E-Bulletin link Sexually Transmitted Infections | Teens link Contraception | Teens link Frequently Asked Questions link Tips and Tools | Teens link Multimedia link Masturbation | Teens link What is Sex? | Teens link Condom Application Demo link Sex-Fu Challenge link Teens Link Top Visited Pages (Teens)
  31. 31. Advertising <ul><li>Channels: </li></ul><ul><li>TV and movie </li></ul><ul><li>Web </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Out-of-home media (transit, public places) </li></ul><ul><li>Grassroots (peer to peer advertising) </li></ul>
  32. 32. Advertising Campaign
  33. 33. 2006 Campaign
  34. 34. Campus Campaign <ul><ul><li>Heavier advertising in university and college markets with emphasis during frosh/orientation weeks </li></ul></ul>
  35. 35. Accomplishments - Promotion <ul><li>Continued distribution of promo items </li></ul><ul><li>- Schools, colleges/universities, clinics, special events and conferences </li></ul><ul><li>Average of 150 requests/month </li></ul><ul><li>Information based when possible </li></ul><ul><li>Special mailout to public health clinics </li></ul>
  36. 36. Resources <ul><li>Sex Sense: Canadian Contraception Guide (2 nd Edition), consists of contraceptive product updates, incorporating latest sexuality data and an updated safer sex chapter </li></ul><ul><li>Choosing a contraceptive that’s right for u </li></ul><ul><li>- Education tool which promotes contraception </li></ul><ul><li>- Flipchart, patient hand-out, online, class presentation </li></ul><ul><li>- Widely requested by pharma, educators and HCP </li></ul>
  37. 37. Resources <ul><li>“ Understanding STIs” flipchart </li></ul><ul><li>- Counselling tool which promotes prevention, diagnosis and treatment. </li></ul><ul><li>- For educators and HCP dealing with the public/patients </li></ul><ul><li>- Based on 2007 STI Guidelines, “endorsed” by PHAC </li></ul>
  38. 38. Excellence Best of Class Award in Healthcare E-Applications - World Summit Award (2005) sexuality and u .ca was designated as one of the five best e-health projects in the world by the UN’s World Summit Award. Aesculapius Award of Excellence (2006) sexuality and u .ca was presented with an Aesculapius Award of Excellence in in recognition of excellence in communicating health information to the public