Using SMS Text Messages to Reach Youth with Sexual Health Information

Using SMS Text Messages to Reach Youth with Sexual Health Information Andrew Woodruff, MPH Program Director, ISIS National HIV Prevention Conference August 25, 2009 Atlanta, GA

501(c)3 organization founded in 2001
Mission: To use technology and new media for sexual health promotion, disease prevention and development of healthy relationships
We partner with communities , corporations and public health agencies to provide digital marketing and intervention services, including: Social Networking Apps, Websites, Mobile Platforms, Text Messaging, Online Contests, and more.
Annual Sex::Tech Conference focusing on youth.

Today’s Talk
What is SMS?
SexINFO
HookUP 365/24-7

SMS Text Messaging
SMS = Short Message Service
Most used application on mobile phones, greater usage than voice
Usage of a short code (5- or 6-digit phone number) to provide mass delivery, adhere to best mobile marketing practices
Opt-in model
Limited to 160 characters or less (2-3 sentences) in the U.S.

SexINFO: A Public Health Response
Rising chlamydia/gonorrhea rates among low-income African-American youth in the South East San Francisco
Partnership with SF DPH, Community Advisory Board (clergy, CBOs, probation, etc.), and youth
Before launch youth focus groups agreed that text messages are a private , accessible and culturally appropriate way to receive health information

The Service
Text Keyword SexINFO to a shortcode
Get back menu of commonly asked questions
Text another Keyword for answer
Receive nugget of information and 2 referrals

Marketing
Bus shelter ads and posters in target neighborhoods
Palm cards handed out in schools
Banner ads on Yahoo!
Press release picked up by local TV, radio and newspaper, and USA Today

Usage Statistics
April-Oct ’06, 4500 inquires, 55% led to referrals
Nov-April ‘07, 2344 inquires, 19% led to referrals
Top 3 Inquiries
1. What 2 do if condom broke
2. 2 find out about STDs
3. What 2 do if u think ur pregnant

Usability Testing
Checked service on the street with local youth
Found they were not getting past the 4th question of the original 11
Only 1/5 were getting from the questions to the answers
We made slight changes to the service based on this market knowledge, then launched a second marketing phase

Second Round of Marketing
Video PSA on YouTube, MTV, BET, local cable access station
Radio PSAs on KMEL (hip-hop and R&B)
Mobile website m.sextext.org
Awards: Webby, Full Circle Fund Technology award, and Grassroots Techie
204 inquiries in first 3 weeks, 97.5% led to referrals

Preliminary Eval: Awareness AJPH, March 2008
322 surveys collected at 3 SF clinics
11% of clinic patients knew of SexINFO
80% would sign up in the future
Patients from target audience MOST likely to know about service:
African-American, aged 12-18
Lived in target neighborhoods
Had least expensive cell phone provider

Partnerships: California Family Health Council and Title X Clinics, CA STD Control Branch, CA Dept. of Public Health

Partnered with ADIQ, California Family Health Council and CA Dept of Public Health
Txt Hookup to 365247
Youth generated weekly
sex info & life advice
Zip code Title X clinic and SBHC search

Temporary tattoos, removable stickers, email blasts, NYTimes mention

Usage Statistics
Launched April 15, 2009
From April to July: 1074 unduplicated subscriptions to the hookup, with 109 unduplicated opt-outs.
386 clinic requests (290 unduplicated) were received, translating to 27% of subscribers requesting clinic referrals, mostly in dense urban locations
Evaluation in progress: Via clinic sample and SMS

Lessons Learned
Text messages are good for increasing access to services, appointment reminders and basic education. In-person services are best for complex, customized sexual health issues.
Marketing and "stickiness" are iterative processes.
Engage with your audience often. Tech trends change very fast.

Thank you! ISIS-INC.org 409 13 th St. 14 th Floor Oakland, CA 94612 (510) 835-9400 [email_address]

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Using SMS Text Messages to Reach Youth with Sexual Health Information

by AIDS.gov, Office of HIV/AIDS Policy, U.S. Department of Health and Human Services on Aug 25, 2009

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Using SMS Text Messages to Reach Youth with Sexual Health Information — Presentation Transcript