Innovative Media Strategies: AIDS.gov

PRESENTER Miguel Gomez Director, AIDS.gov Office of HIV/AIDS Policy Special thanks to: Michelle Samplin-Salgado, Josie Halpern-Finnerty, and Read Holman Innovative Media Strategies for Addressing Inequalities in Health February 26, 2009

Objectives
To review how AIDS.gov talks about communities of color accessing online health information
To answer the question : “What is new media?” (e.g., blogs, podcasts, wikis, social networking sites, YouTube)
To discuss what has worked in using new media in communities of color.

“ Consumers want their media when they want it, how they want it and in whatever quantities they want it.”
- Price-Waterhouse, 2006

… the HIV epidemic is- and has been- worse than previously known…[this is] a wake-up call to all of us in the United States to have authentic conversations about what we need to be doing to end this epidemic… KEVIN FENTON, MD Centers for Disease Control and Prevention Summer 2008 “ “

… blacks make up just 12 % of the U.S. pop., [but] they account for nearly half of new HIV infections...The harsh reality is that 1 in 16 black men will be diagnosed with HIV at some point in their lifetime, as will 1 in 30 black women. KEVIN FENTON, MD Centers for Disease Control and Prevention Summer 2008 “ “

Online Health Information
U.S. adults online: 74% 1
U.S. 18-29 year olds online: 87% 2
U.S. Adults who have ever gone online to look for health information: 150 million (2008) 3
1,2. Pew Internet & American Life Project: “Demographics of Internet Users” (December 2008), Available at: http://www.pewinternet.org/trends/User_Demo_Jan_2009.htm . Accessed on 1/27/09. 3. Harris Interactive Inc., “Adults Who Have Ever Gone Online for Health Information” (July 2008), Available at: http:// www.harrisinteractive.com/harris_poll/index.asp?PID =937 . Accessed on 1/27/09.

More people turning to Internet than physicians iCrossing. How America Searches: Health and Wellness. January 2008 .

Trust what is on the Internet

Home Access
“ In New Mexico, a state where 10 percent of the land is tribal, home computer ownership for Native families is estimated at 14 percent and home Internet access at 8 percent ." "Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide." The Gates Foundation, 2004.
24% of American Indian/Alaska Native students use the Internet at home. "Status and Trends in the Education of Racial and Ethnic Minorities," the National Center for Educational Statistics, September 2007. Available at: http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp

Slide from AIDS.gov Webinar on Underserved Communities and New Media Use, presented by Fard Johnmar of Envision Solutions.

* Envision Solutions Insight Report: The Evolving Health Blogosphere.

From: http://www.blacknews.com/

From: http://www.nclr.org/

Youth and Texting

Gangs and New Media
Hampton, Virginia October 23, 2007:
a 15-year-old Crips gang member was charged with the recruitment of persons for a criminal street gang through the use of the gang's social networking site.
Social networking sites, encrypted e-mail, Internet telephony, and instant messaging are commonly used by gang members to communicate with one another and with drug customers. From: http://www.usdoj.gov/ndic/pubs32/32146/activities.htm#Gang

What is new media? What is the link between health information technology and new media?

New/Social Media
Web 2.0
User-generated
Trusted
Accessible
Affordable
Often a place to meet/social

Blogs Podcasts RSS Feeds Social Network Sites Text Messaging Video Games Video/Photo Sharing Virtual Worlds Widgets Wikis

What are they?
Blog is short for a “web log”, often a personal journal written in chronological order. Most blogs enable visitors to comment.
Who’s using them?
There are more than 133 million blogs. 1
There are approximately 13.6 million health bloggers . 2
Blogs 1. Technorati, “State of the Blogosphere” (2008), Available at: http:// technorati.com /blogging/state-of-the-blogosphere/ . Accessed 1/27/09. 2. Envision Solutions Insight Report, “The Evolving Health Blogosphere,” Available at: http:// www.envisionsolutionsnow.com/healthblogosphere.html . Accessed 1/27/09

NDN News Blog From: http://ndnnews.blogspot.com

National Asian Women’s Health Organization Blog Fromhttp://nawho.typepad.com/nawho_blog/2008/05/welcome-to-nawh.html

Hispanic Health Blog From: http://hispanichealth.wordpress.com/

http://www.whitehouse.gov/blog Whitehouse.gov Blog

Peanut Recall & AIDS.gov Blogs http://blog.aids.gov http://pbrecallblog.hhs.gov

What is it?
Social networking and micro-blogging service
What are you doing now?
Send "updates" (or "tweets” up to 140 characters long) from their cell phone to the twitter site.
Who’s using it?
Total Users: 1+ million
Total Active Users: 200,000 per week
Total Twitter Messages: 3 million per day 1
1. Tech Crunch, “End of Speculation: The Real Twitter Usage Numbers” (April 2008), Available at: http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers// . Accessed 1/27/09.

http://twitter.com

AIDS.gov’s Twitter Feed From: http://twitter.com/AIDSgov

Black Women’s Health Twitter From: http://twitter.com/AIDSgov

What are they?
Sites where people connect, share music, blogs, photos, etc.
Facebook, MySpace, PatientsLikeMe, Daily Strength, Eons, Sermo
Who’s using them?
MySpace: Over 76 million monthly active users
Facebook: More than 54.5 million monthly active users 1
Social Networking Sites 1. TechCrunch, “Social Networking: Will Facebook Overtake MySpace in the U.S. in 2009?” (January 2009), Available at: http://www.techcrunch.com/2009/01/13/social-networking-will-facebook-overtake-myspace-in-the-us-in-2009/ . Accessed 1/27/09.

Demographics of SN Users From: http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

MySpace (median age = 27)
more likely to be women, Hispanic or black, to have a high school education or some experience with college.
Facebook (median age = 26)
more likely to be men and to have a college degree.
LinkedIn (median age = 40)
more likely to be men, to be white and to have a college degree.
From: http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf Demographics of SN Users

Social Networking Sites From: http:// profile.myspace.com/index.cfm?fuseaction = user.viewProfile&friendID =336203 From: http:// groups.myspace.com/index.cfm?fuseaction = groups.groupProfile&groupID =100628730

Social Networking Sites

Wikipedia
2.7 million articles in English
75,000 active contributors
10 million articles
260 languages 1
1. Wikipedia “Wikipedia: About,” Available at: http:// en.wikipedia.org/wiki/Wikipedia:About . Accessed on 1/27/09.

36% of American adult Internet users have used a wiki
8 th top referring site to AIDS.gov
Wikis
David Weekly
pbWiki

What is a podcast?
An audio or video available on the Internet. You may listen or view these files on your desktop, or download onto a mobile device like an iPod or other portable player.
Often series, subscription-based
Who’s podcasting?
18% of Americans having ever listened to an audio podcast
16% having ever watched a video podcast 1 .
Podcasts 1. Edison Media Research — The Podcast Consumer Revealed (April 2008), Available at: http://www.edisonresearch.com/home/archives/2008/04/the_podcast_con_1.php. Accessed on 1/27/09.

Indian Country Today Audio Recordings From: http://www.indiancountrytoday.com/ondemand/audio

Hispanic Podcast From:http://odeo.com/episodes/23797026-Hablar-sobre-la-salud-Podcast

From: http://www.newblackculturaldiet.com/PodcastShows.htm

What is text messaging?
Sending short messages to a cell phone, pager, PDA, or other handheld device. No more than a 160 characters in length.
Who’s using it?
In June 2008, 75 billion text messages were sent in the U.S., an increase from 7.2 billion in June 2005. 1
Text Messaging 1. CTIA — the Wireless Association (June 2008), Available at: http://www.ctia.org/advocacy/research/index.cfm/AID/10323 . Accessed on 1/27/09.

Blacks and Hispanics use their cell phones for non-calls more than Whites From: http://www.pewinternet.org/pdfs/PIP_Mobile.Data.Access.pdf

Text Messaging: KNOWIT Campaign

Photo & Video Sharing

Video Games/Virtual Worlds
What are video games/virtual worlds?
Video games are interactive games on game devices and computers.
A virtual world is a computer-based, simulated reality where people can socialize, connect, and create.
Who’s using them?
Almost all teens play games and at least half play games on a given day . More than half ( 53%) of all American adults play video games of some kind. 1
By 2011, an estimated 80% of Internet users will take part in virtual worlds. 2
1. Pew Internet & American Life Project (December 2008), Available at: http://www.pewinternet.org/PPF/r/269/report_display.asp . Accessed on 1/27/09. 2. Gartner Group (April 2007), Available at: http://www.gartner.com/it/page.jsp?id=503861 . Accessed on 1/27/09 .

Second Life – World AIDS Day

Online Gaming

Accessibility
It’s the right thing to do:
28,000,000 (10% of population) are deaf or hearing impaired.
11,400,000 people have visual conditions not correctable by glasses.
6,400,000 new cases of eye disease occur each year.
2,800,000 people are visually handicapped from color blindness.
1,100,000 people are legally blind.
It’s the law: Section 508 of the Rehabilitation Act

More Resources:
Miguel Gomez: [email_address] *
AIDS.gov Blog: http:// blog.aids.gov
CDC eHealth Data Briefs: www.cdc.gov/healthmarketing/ehm/databriefs/
HHS Center for New Media: Website coming soon!
*Note: This presentation is not 508-compliant, please do not distribute. If you would like a 508-compliant version, please contact the Office of HIV/AIDS Policy.

Innovative Media Strategies: AIDS.gov

by AIDS.gov, Office of HIV/AIDS Policy, U.S. Department of Health and Human Services on Feb 26, 2009

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