2009 National HIV Prevention Conference: David Novak, Manhunt Cares

David S. Novak, MSW, CAS Senior Public Health Strategist, Online Buddies, Inc. 2009 National HIV Prevention Conference

Agenda

Introduction

MANHUNT™* and MANHUNT™ CARES**

Review 2 projects that utilized various new media elements

CDC/NCSD Internet Partner Services Intervention

Awareness Day’s Broadcasts

Current New Media Projects

HIV Big Deal in Spanish/Portuguese & Online Testing Video: MANHUNT™ CARES and YouTube !

Questions & Answers

* http://www.manhunt.net ** http://www.manhuntcares.com

Introduction

CDC/NCSD Internet Partner Services Intervention

Internet Partner Services

Public Health Strategy:

Support project areas implement CDC/NCSD’s National Guidelines for Internet-based STD and HIV Prevention*:

New Media Used:

MANHUNT™ CARES health profile

Email notification

Online educational campaign on MANHUNT™ CARES

* http://www.ncsddc.org/upload/wysiwyg/documents/NGuidelinesforInternet.htm

Lessons Learned

Since 2004, 44 active Internet Partner Notification profiles:

22 states and 2 provinces

Consulting with UK to replicate intervention

Limited evaluation data other than Howard Brown & DC:

New CDC National Internet partner service data elements will soon gather data to validate intervention

Since early 2009 MANHUNT™ CARES release:

Increased evidence of intervention success

Dear David, Thanks for your support with the new protocol. The process ended up being not that complicated, just long b/c of so many other issues (namely swine flu) taking precedence. In the end being able to say that both website users and administrators were firmly in favor of explicit and specific messaging helped to balance out lingering concerns about privacy and confidentiality. Furthermore, your assurances that improving our message would make us more successful in reaching our public health goals was very compelling. You will be interested to know that since adapting the message and sending it out yesterday for the first time I have already heard from 4 people that were previously unresponsive to one or more of the old messages! We will certainly continue to be in touch about evaluating the revised program. Thanks again. Julia Cummiskey, MPH – NYC Department of Health & Mental Hygiene

2008 World AIDS Day Broadcast

2008 World AIDS Day Broadcast

Behavioral Video Intervention Dissemination Campaign

New Media Used (in addition to traditional press release*):

Email broadcast

HIV BIG DEAL video interventions

MANHUNT DAILY blog entry**

* http://www.healthsolutions.org/documents/IN_THE_LIFE_HIVBIGDEAL.pdf

** www.MANHUNTdaily.com

Lessons Learned

Broadcast Campaign (12/1-8/08):

Over 1 million e-mails delivered worldwide to English speaking members

214,580 opened*

26,025 visitors to 1 of 3 sites - (2.37% click through rate)

Banner Campaign (12/1-8/08)

6,120,692 impressions delivered

10,440 clicks to MANHUNT CARES - (.17% click through rate)

Behavioral Video Intervention:

HIV Big Deal videos viewed 25,817 times (all three sites)

InTheLife HIV Big Deal documentary viewed 677 times

Neilson Data (12/08):

282,937 viewers of the HIV Big Deal documentary

>40,000 visitors to inthelifetv.org

*62% US, 16% Australian, 10% UK, 7% Canadian, 2% South African members

National Black HIV/AIDS Awareness Day (NBHAAD)

NBHAAD

Promote National Black HIV/AIDS Awareness Project

New Media Used:

Email broadcast

Black Life Worth Saving & AIDS.gov videos

NASTAD’s Connecting the Dots Podcast

Black AIDS Institute’s Making It Real Report

2009 NATIONAL HIV TESTING DAY

2009 National HIV Testing Day

Promote AIDS.gov widget & 5 Ways Campaign

New Media Used (in addition to traditional press release*):

Video widget, Multiple Testing Options Links

MANHUNT Daily, Facebook, Twitter, MySpace posts

* http://www.getstdtested.com/pdfs/HIVTestingDayPressRelease_MANHUNTandGetSTDTested_062309.pdf

Lessons Learned

Broadcast Campaign (June 26 – July 11, 2009):

Over 1 million e-mails delivered to US English & Spanish speaking members

118,633 opened with the following unique visits:

14,317 to GetSTDTested

8,309 to Home Access

3,257 to GLMA

3,077 to HIVTest.org

1,100 to MANHUNT CARES GetTested Page

692 to National HIV Testing Day Site

649 to MANHUNT CARES Directory

152 to AIDS.gov

HIV Big Deal Spanish Translation Video & www.getSTDTested.com/MANHUNTCARES GetSTDTested Site Explanation Video

Overall Lesson Learned

MANHUNT™ members generally accept both Internet Partner Notification and site wide health messages

Videos designed to ‘tell a story’ (e.g. I Know. I Took the Test, HIV Big Deal ) are more effective than traditional CDC videos (e.g. NBHAAD, swine flu)

Nevertheless, during NBHAAD, videos seems to be vastly more effective than podcasts and reports

Even without email broadcast element, video dissemination on MANHUNT CARES can be very successful

YouTube and YouTube analytics will likely drive future campaigns

Acknowledgements

CDC/NCSD Internet Partner Notification

Rachel Kachur, Bruce Furness, Dan Elman, Julia Cummiskey, Beau Gratzer, Daniel Poole, and all state IPN coordinators

World AIDS Day

Dr. Mary Ann Chiasson, Dr. Francine Shuchat-Shaw, Todd Ahlberg, Scott Miller, Jeff Dorta

NBHAAD

Miguel Gomez, Michelle Sampling-Salgado, Michelle Clark, Kevin Fenton, Jesse Milan, Julie Scofield, David Kern

HIV Testing Day

Miguel Gomez, Michelle Sampling-Salgado, Michele Clark, Eric Norman, James Beaudreau, Tracey Powell, Jon Weatherly, Keith Knohl, Kellee Johnson, Mary Vogt, and all local health partners