AIDS.gov's Presentation on New Media Strategy for CDC's National Conference on Health Communication, Marketing, and Media 2009Presentation Transcript
Developing New Media Strategies in Public Health: Lessons Learned from AIDS.gov CDC’s National Conference on Health Communication, Marketing, & Media August 12, 2009, Atlanta PRESENTER Miguel Gomez Director, AIDS.gov Office of HIV/AIDS Policy, HHS
The recent U.S. HIV statistics are a wake-up call…to have authentic conversations about what we need to be doing to end this epidemic within our lifetimes.” KEVIN FENTON, MD Centers for Disease Control and Prevention It is time that prevention programs embrace Facebook, texting, all the communication means …it is not by billboards that we are going to introduce …personal behavior change on a large scale.” DR. PETER PIOT Executive Director, UNAIDS (1995-2008) AUGUST 2008 Wake-up Call
“ Every 9 ½ minutes someone . . . becomes infected with HIV…[this Campaign] will direct Americans "to get the facts" about this serious epidemic within our own country that has been below the radar in recent years.” 1
JEFFREY S. CROWLEY Director of the Office of National AIDS Policy & Senior Advisor on Disability Policy, The White House
1. Act Against AIDS Live-Stream Video APRIL 2009 White House Launch of Act Against AIDS
Challenges in using New Media to Respond to HIV/AIDS
Understanding how Americans are accessing healthcare information online ...
Understanding what is new media ...
Understanding the role of new media in healthcare planning ...
Providing Trainings & TA to Federal and Community Leaders Blogs Podcasts RSS Feeds Social Networks Text Messaging Video Games Video/Photo Sharing Virtual Worlds Widgets Wikis
Using the “Social Media Strategy Map” Goal: To introduce planning questions to ask before getting started with a social media plan. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
Blogging about what we’ve learned
Repurpose!!! Profile Others!!!
Developing a New Media Toolkit
Creating Easily Sharable Products and Content Thanks to the CDC…
Delivering Content to Other Sites
Tweeting in Real Time (@AIDSgov)
1. CTIA Wireless Association 2. Experian Consumer Research 3. Yahoo! Mobile/Nielsen Planning: Mobile Phones
U.S. owners of mobile phones or text messaging devices: 75% 1
71% of African-American
84% English-speaking Hispanics
Average number of monthly text messages vs. calls: 357 vs. 204 2
Average number of hours per day mobile phones are within arm’s reach: 19 hours 3
Pew Internet & American Life Project. “Seeding the Cloud: What Mobile Access Means for Usage Patterns and Online Content” (March 2008). Available at: http://www.pewinternet.org/Reports/2008/Seeding-The-Cloud-What-Mobile-Access-Means-for-Usage-Patterns-and-Online-Content.aspx . Accessed March 3, 2009.
Pew Internet & American Life Project: “The Social Life of Health Information” (June 2009), Available at: http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx. Accessed June 12, 2009.
What are our lessons learned?
Importance of Ongoing Listening & Learning
Listen. Learn. Adapt.* *Remixed from Beth Kanter and the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
From www. edelman .com
Stay Connected! Miguel Gomez: [email_address] AIDS.gov: http://blog.AIDS.gov http://twitter. com/AIDSgov http: //myspace . com/AIDSgov CDC eHealth Data Briefs : www.CDC. gov/healthmarketing/ehm/databriefs HHS Center for New Media: http: //newmedia .HHS.gov