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2009 National HIV Prevention Conference: David Novak, Manhunt Cares
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2009 National HIV Prevention Conference: David Novak, Manhunt Cares

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David Novak, Senior Public Health Strategist, Online Buddies, Inc., summarized STI partner notification (PDF) and evidence-based online behavioral video dissemination on Manhunt Cares. [link to......

David Novak, Senior Public Health Strategist, Online Buddies, Inc., summarized STI partner notification (PDF) and evidence-based online behavioral video dissemination on Manhunt Cares. [link to presentation]

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  • Broadcast click through rate was 7x more effective than banners

Transcript

  • 1. David S. Novak, MSW, CAS Senior Public Health Strategist, Online Buddies, Inc. 2009 National HIV Prevention Conference
  • 2. 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
  • 3. Introduction
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. CDC/NCSD Internet Partner Services Intervention
  • 11.
    • 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
  • 12.  
  • 13.  
  • 14.  
  • 15.
    • 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
  • 16. 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
  • 17. 2008 World AIDS Day Broadcast
  • 18.
    • 2008 World AIDS Day Broadcast
    • Public Health Strategy:
      • 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
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25.
    • 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
  • 26. National Black HIV/AIDS Awareness Day (NBHAAD)
  • 27.
    • NBHAAD
    • Public Health Strategy:
      • 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
  • 28.  
  • 29.  
  • 30.  
  • 31. 2009 NATIONAL HIV TESTING DAY
  • 32.
    • 2009 National HIV Testing Day
    • Public Health Strategy:
    • 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
  • 33.  
  • 34.  
  • 35.
    • 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
  • 36. HIV Big Deal Spanish Translation Video & www.getSTDTested.com/MANHUNTCARES GetSTDTested Site Explanation Video
  • 37.  
  • 38.  
  • 39.  
  • 40.  
  • 41.
    • 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
  • 42. 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
  • 43.
    • Thank you!
    • Contact Information
    • David S. Novak, MSW, CAS
    • Senior Public Health Strategist
    • Online Buddies, Inc.
    • [email_address] (617) 674-8945