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

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Presented by Allison Friedman, MS, Health Communications Specialist, Division of STD Prevention, CDC, at the 2010 National Chlamydia Coalition meeting

Presented by Allison Friedman, MS, Health Communications Specialist, Division of STD Prevention, CDC, at the 2010 National Chlamydia Coalition meeting

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  • 1. 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.
  • 2. 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)
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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)
  • 7. 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
  • 8. 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
  • 9. 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:
    • Develop, implement & evaluate a local awareness & social marketing campaign
    • 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
    • Measure uptake of screening & ancillary services identified above
  • 10. Local Campaign Support Target 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
  • 11. 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
  • 12. Timeline
    • Request for proposals- Wk of October 25 th
    • Proposal submission – last wk of Nov
    • Subcontracts issued- Dec/Jan
    • Period of performance : Jan 1 – Sept 30, 2011
    • https://procurement.aed.org/solicitations
  • 13. 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
  • 14. Questions? Feedback?
    • Allison Friedman, MS
    • Division of STD Prevention
    • Centers for Disease Control & Prevention
    • (404) 639-8537
    • [email_address]
    • For more info & to view AED’s Request for Proposals https://procurement.aed.org/solicitations
    • Assistance to support national GYT implementation