Not every agency or coalition is equipped to work with young people, especially when it comes to developing a social media or social marketing campaign with limited resources and high expectations. Where should you begin when the objective is teen pregnancy prevention but promoting sexual and reproductive health in general feels more right? With a room full of community stakeholders, adult allies must ensure that youth leadership and young people's needs don't get overlooked. Here are examples from communities in Hollywood, Orangeburg, and Salem piloting similar projects and how their lessons learned are transforming into a model for future programs.

1. Social Marketing by Youth
for a Community
Collaborative Project
Eddie Massey, AI in Action
Ariel Simpson-Logan, MPH, New Morning Foundation
Maria Sipin, Children’s Hospital Los Angeles
OAH-Funded Teen Pregnancy Prevention Community
Collaborative Supported by Advocates for Youth

2. Los Angeles, CA
(in the LA Promise Zone)
Orangeburg, SC
Pennsauken, NJ

3. Advocates for Youth “Core Partners”
 L.A.: Children’s Hospital Los Angeles & Youth Policy Institute
 Orangeburg: New Morning Foundation
 Pennsauken: Southern New Jersey Perinatal Cooperative

4. Community Prevention Strategies
1) Adapt and test an evidence-based intervention.
2) Strengthen linkages and referrals.
3) Create a social marketing campaign.
Core Partners Leadership Team
Committees Community Members
Coalition Work and Beyond TPP
(Fall 2014 - Summer 2016)

5. Community Pathways
Collective Impact
 Social, Structural, and Individual Change to
Address Unintended Teen Pregnancy
 Common agenda
 Shared measurement
 Mutually-reinforcing activities
 Continuous communication
 Presence of a backbone org

6. Hollywood Coalition for Healthy Youth
Core Partners: CHLA & YPI
Leadership
Team:
ACLU Southern California,
APEX Academy Charter
School, CHLA, CLRJ,
Planned Parenthood LA,
CFHC, UCLA Williams
Institute, YPI
Committees:
Access & Linkages, EBI, and Social
Marketing
Students
Community
Members
Leadership Team

7. Social Marketing with Youth:
Tuesdays After School
OCT-NOV 2015
Plan recruitment,
program/workshop
series, and logistics
to collaborate with
existing after school
program
NOV-DEC 2015
Recruit 9th-12th grade
students through
application process
and provide
orientation
JAN-FEB 2016
Conduct foundational
workshop series: Social
Media Tools,
Reproductive Justice,
Examining Campaigns,
Sexual & Reproductive
Health Basics
MAR-APR 2016
Define campaign
priorities and goals,
develop messaging:
promote local
resources, safer sex,
and relationship
rights
MAY 2015
Launch campaign
online & on-campus;
Host “Sex Ed Booth”
at 3 lunch sessions;
Evaluate and
Celebrate

8. • Pilot project: focus on the process not the
outcomes
• Foundational workshops
– social media
– Sexual/reproductive health and TPP campaigns:
deconstructing messages and images
– reproductive justice
– sexual and reproductive health basics
LA Highlights

9. • Work with students for a full school year
and for longer sessions each meeting
• Conduct evaluation before AND after
– Approval process and timeline with schools
and IRB – a challenge
• Prepare students more to co-facilitate and
fully own the program (youth-driven to
youth-led)
LA Lessons

10. Orangeburg Coalition for Youth
Empowerment
Core Partners: NMF
Leadership
Team:
Policy, Education, Health
Care, Community
Organizations, State
Agencies, Young People
Committees:
Health Linkages & Support Network,
EBI, and Social Marketing
Youth
Leadership Team
OCAB Community
Action Agency

11. Orangeburg County: Community Profile
Chlamydia:
2013: 3748.8 vs. 2014: 4644.7
United States: 1804.0
Gonorrhea:
2013: 546.7 vs. 2014:1059.3
United States:323.6
Teen Birth Rate:
2013: Orangeburg: 40.3
United States: 26.6
i
2014: Orangeburg: 24.1
United States: 24.2

12. Youth Leadership Team
Our Team:
• 12 students
• Aged 13- 18 yrs. old
• Recruited through
application process
Skills:
• STI/HIV Training
• Facilitation and
Public Speaking
Skills
• Peer educator group
Social Media Campaign: Condom Access Application
Projects:
• HIV/STD community
workshops
• Safer Sex:
 Condom
demonstrations
 Negotiation skills

13. • By the Numbers
– 1.3 Million computer and mathematical occupations by 2022 (BLS)
• Job growth not workforce replacement
• Faster than average growth rate
• Students from underrepresented backgrounds disproportionately affected
• Bridging The Gap: AI In Action
– Nonprofit organization
– Focused on teaching traditionally underrepresented students CS/Math
• Apps, Websites, Robots etc..
– Workshops, Out-of-School Time Programs, Classroom Visits
The STEM Dilemma

14. • ⅓ of fifth graders own cell phones (CNET)
• ⅓ of teenagers spend close to 40 hours per week in front of a
screen
• ∴ Technology is avenue for educating youth
Health + Tech = Solution
The App Creation Process
Educate
Learn about
TPP issues
Brainstorm
Think of
technology
based
solutions
Learn
Learn the
power of
coding
Create
Develop
software that
addresses
TPP issues.

15. • Will be available on the iOS App store
• Will include information about:
– Free condom distribution sites
– Free health care resources
– Education about Teen Pregnancy Prevention and
STIs & STDs
• Will be marketed to the community via social
media campaigns designed by YLT
Condom Access Application

16. • Get youth involved early in the process
• Conduct evaluations before and after
– Adult survey: perceptions about TPP
• Do not be scared to test boundaries
• Build relationships with community
partners
Orangeburg Lessons

17. Thank You
Eddie Massey
AI in Action
eddiemassey@aiinaction.org
Ariel Simpson-Logan, MPH
New Morning Foundation
ASimpson-Logan@newmorningfoundation.org
Maria Sipin
SYPP Center, Children’s Hospital Los Angeles
msipin@chla.usc.edu