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ENGAGING, EDUCATING
AND EMPOWERING
GAY MILLENNIALS

Lessons from Vancouver‟s
Mpowerment Project
WHO WE ARE
Gabriel Caruana – Mpowerment Core Group Member
Andrew Shopland – Mpowerment Project Coordinator
Claire O’Gorman...
OVERVIEW
 YouthCO‟s Mpowerment Project
 Community-Building & Empowerment
 Peer Education & Health Promotion
 Engagemen...
WHAT IS THE
MPOWERMENT MODEL?
Guiding Principles:
 Social Focus
 Empowerment Philosophy
 Peer Influence of Safer Sex Me...
INCREMENTAL ENGAGEMENT
Social Events

 Formal Outreach
Community Member
Workshop / Discussion Night
Core Group Member

 ...
HISTORY OF
MPOWERMENT YVR
 2010
 ManCount Survey
 YouthCO seeks evidence-based
intervention to complement the work of
H...
2012
 Funding received from PHAC, TD Bank &
TELUS.
 Launched project in May 2012.

2013
 Funding received from Vancou...
MILLENNIALS?
 Generation Y, Echo Boom Generation, iGeneration
 For our purposes: Born 1982-2000
 Political worldview ha...
GAY MILLENNIALS?
 Coming out younger
 High percentage have experienced bullying
 In Canada, marriage equality has alway...
COMMUNITY
BUILDING

Creating spaces for
healthier and more
inclusive communities
AUSTIN‟S STORY
IT GOT BETTER?
 Communication
 Location Based Social Networks (Grindr, Growlr, Hornet, Scruff, etc.)
 Wide range of dat...
Apolitical: discrimination is perpetuated
Highly Sexualized: objectification is the norm
Lacking Intimacy: openness is ...
WHAT IS MPOWERMENT?
WHAT DO GUYS
ACTUALLY WANT?
Communication

Tolerance

Connection

Acceptance
HOW DO WE CREATE
CONNECTION AND
ACCEPTANCE?
 Intimacy
 Inclusion
 Non Sexualized and Sex Positive
 Youth Run
PRODUCTION OF SPACE
 Henri Lefebvre – La Production de l’espace (1974)
 Space is socially constructed based on values an...
SPACE FOR MPOWERMENT
 Defined values and expectations
 Building container over time
 Shared experiences and intimacy
 ...
OUR SPACE
NERDTASTIC
TURKEY TIME
ENHANCING THE RIPPLE
 Diffusion of Innovation
 Giving the guys skills to
develop their personal
communities
 Event plan...
EDUCATION
 Goals:





Behaviour change
Knowledge transfer
Diffusion of knowledge
Creation of new community norms

 ...
PEER EDUCATION FOR
HEALTH PROMOTION

Adapting principles of
peer education for
young gay men
BROADCASTED
INFORMATION
TYPICAL SEX ED…
 Lacking relevance
 Feeling left out
 Feeling judged
 Lots of myths and
misinformation
PEER EDUCATION
 Power in learning from peers
 Increased relevance
 Increased trust and safety
 Removes the traditional...
PEER EDUCATION
WORKSHOPS
 Acknowledge the skills and knowledge in the room
 Allows for two-way discussion, clarification...
PEER EDUCATION AT
YOUTHCO
 Sex-positive
 Inclusive
PEER EDUCATION WITH
YOUNG GAY MEN
 Easier to be forthcoming
 Feelings of belonging
 Finding meaning
 Sense of security...
MPOWERMENT
CURRICULUM
REFLECTIONS &
IMPORTANCE
 Peer relational practice
 Allows relationships to form and
development
 Ongoing feedback and ...
ENGAGEMENT &
COMMUNITY ORGANIZING
ENGAGEMENT
1.

Reach Out

2.

Develop Relationships

3.

Foster Community

4.

Share our Vision

5.

Build Trust

6.

Insp...
THE EXCUSES: ENGAGING
YOUNG GUYS
 “Young guys don‟t want to come to our programs.”
 That‟s because the program needs to ...
THE EXCUSES: ENGAGING
YOUNG GUYS
 “This generation is lazy and self-entitled.”
 So were the Baby Boomers. And Generation...
THE EXCUSES: SOCIAL
MEDIA
 “Social Media doesn‟t actually accomplish anything
and we don‟t have the staff time.”
 “Our c...
SOCIAL MEDIA AT
YOUTHCO
 Learning from 2008 Obama Campaign
 Social Media Policy = Not to have a social media policy
 De...
WHICH PLATFORM
WHEN?
 Facebook – Event
promotion, program
pages, direct messaging
 Twitter – Professional /
informative
...
WHICH PLATFORM
WHEN?
 YouTube – Gay and sexpositive video promos
 Email – Rarely used.
Facebook messaging
instead
 Text...
STAYING IN CONTROL…

 Centralizes control of multiple social media accounts onto one control panel
 Allows multiple staf...
NATIONBUILDER
MILLENNIALS & DIGITAL
ACTIVISM
 Technology-enabled social movements and protests of
the past 15 years have shaped the att...
FROM ONLINE ENGAGEMENT
TO REAL WORLD ACTION
 What is the value of a comment or a “like” on
Facebook?
 NO VALUE if we don...
•
•
•
•

Tagged with “MP General”
Flagged for “Initial Outreach”
All contact information he‟s shared with us is available
...
CHALLENGES & ISSUES
 Confidentiality: Community organizing data is kept
entirely separate from service & health data
 Bu...
LESSONS LEARNED
 Peer education more important than ever
 Young gay guys have a strong desire to build a healthier gay
c...
CONTACT
Facebook

Mpowerment YVR

mpwr.ca/f

Instagram

@mpowermentyvr

mpwr.ca/i

Twitter

@mpowermentyvr

mpwr.ca/t

You...
Day 1   1100 - panel - millenials
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Day 1 1100 - panel - millenials

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  • Ad lib explanation about the Mpowerment Model. Leaving out the engagement process (next slide)
  • Ad lib explanation about the Mpowerment Model. Leaving out the engagement process (next slide)
  • 2010After ManCount Survey, it was clear more needed to be done for YGM.Research began into possible evidence-based community level interventions.2011#gayboysolution engagement campaign launched to build organizational capacity working with the target pop in the community and onlinePartnered with UCSF to adapt and implement Canada’s first Mpowerment Project.Partnered with HIM / Totally Outright to build first Core Group
  • 2012Funding received from PHAC, TD Bank & TELUS.Launched project in May 2012.2013Funding received from Vancouver Foundation
  • Generation Y, Echo Boom Generation, iGenerationFor our purposes: Born 1982-2000. Anyone who is currently a teen or twenty-something (today’s youth)Political worldview has been shaped by 9/11 and subsequent wars, Great Recession, and the growth of technology-supported social movements (Anti-Globalization, Occupy, Marriage Equality, Environmentalism, Idle No More)Digital Natives. We’ve always had computers, and most have always had cellphones and social media.
  • Segue from last point about community into the next section
  • Growing up as a gay man outside of the lower mainland, I never knew what to expect when I first experienced the Vancouver “gay scene.” I can’t say what I encountered was either positive or negative, but was definitely an eye opener. I think that we experience a long for a sense of belonging. Growing up, where I did in Langley, I was never really exposed to homosexuality, and therefor didn’t know what to expect of the gay culture or lack there of. I think I speak for most gay men when I say that there is a need to discover our culture and determine those perimeters. As I started to make a few core friends within in the Vancouver gay community, I was introduced to alternatives to the night life, one of the most influential being Mpowerment. For me, one of the best parts about being apart of the Mpowerment core group is being surrounded by a community of great guys who are like-minded, passionate and involved in their community. I can confidently say that I have learnt so much about who I am and what it means to be apart of a healthy, sex positive environment yet at the same time not feel any pressure to connect with the other guys on a sexual level. As opposed to most of the other gay scene activities which focus primarily on the sexual encounter and level the individual still craving a sense of community or inclusion. It is so important that other young LGBTQ individuals get to experience mpowerment and like minded organizations and are able to feel apart of such a welcoming community. Most of my closets friends are people I have met at events hosted by mpowerment or at unmasked evenings.
  • Unprecedented access to communication and tolerance, good, right?
  • Spaces for young gay guys
  • Classic human geographyCritique of Marxism for just creating capitalist space, not allowing their society to be fully expressed
  • Guys, music, alcohol, dancing, but still very comfortable
  • 40 guys crammed into our main space, listening attentively as we shared what we were thankful for
  • Diffusion of Innovation as on of Mpowerment’s core principlesWe could never reach all these guysThey are empowered as individuals, and we also empower our community to empower itself
  • IntroductionSelf introduction – GabePrevious experiences obtaining information about sex and health practices. - What resources I had: Highschool/University. - What I learned via media: Pop culture, internet- What I learned from my friends: Shared experiencesSelf introduction – Claire
  • Problem: Why Broadcasted information isn’t enoughHow we get health info typically {images of posters, campaigns} (Claire)This is typically very one-way and broadcast information,Oversimplification of the nuances and complications of testing and risk reductionLots of room for misinformationMakes it more difficult to know how to incorporate the information into our own lives and experience – the “what” without the “so what”
  • Things we learn about sex ed in school aren’t typically inclusive of all experiences, sexualities, genders, and identities (Gabe) Feeling left out of the sex ed that teaches how babies are madeThe stigma that surrounds sex and HIV makes it difficult to talk about in open and honest ways; we typically gossip or joke about itFeelings about obtaining health information from practitioners that didn’t relate – feeling judged, not able to relate, withholding informationHow friends obtained information – not always reliable with lots of myths
  • What is Peer Ed? (Claire)The power of learning from peersRelevantSafeRemoves the traditional hierarchy in education
  • Allows for facilitated discussionAcknowledges the knowledge and skills in the roomTwo-way discussionPutting information into relevant and relatable parts of our livesAllows us to explore all those “grey areas”
  • Peer Ed at YouthCOThrough the values of sex-positivity and inclusivityBeen doing it in schools for a number of yearsHave adapted it for the Mpowerment project
  • Peer Ed and Young Gay Men (Gabe)Experiences with YouthCONon-judgment and inclusiveness; more forthcoming with disclosing selfFeeling a sense of belonging in a non-sexual demeanor with other gay men; finding meaningFeeling a sense of security obtaining information from a credible source
  • Brief overview of Curriculum (posted on slide)Use check in a guidelines to establish group safetyEncourages all opinions and maintenance of respect for one anotherPlay games to encourage discussion and feel comfortable talking about sexTalk about not just the biology of HIV transmission, but also the complexity of relationships. Use a holistic perspective to also talk about our experiences within the context of our communityAllows for follow up with how to get involved
  • The importance of the program based on my own experienceAs an older participant – reflecting on impacts on young membersImportance of peer relational practiceEffectiveness – how mpowerment increases health promotion
  • Health programs are not school. People shouldn’t have to come simply “for their own good”
  • These are all true if we allow them to be true.
  • Facebook advertising:Extremely cost effective,Hyper-targeted audience,Social advertising
  • Facebook advertising:Extremely cost effective,Hyper-targeted audience,Social advertising
  • Ad lib about the features of NationBuilder
  • Anti-Globalization, Anti-War, Marriage Equality, Anti-Bullying, Obama Campaigns, Occupy, Arab Spring, Quebec Student Protests, Idle no More, Fuck Cancer, Movember, etc.
  • Ad lib about the features of NationBuilder
  • Transcript of "Day 1 1100 - panel - millenials"

    1. 1. ENGAGING, EDUCATING AND EMPOWERING GAY MILLENNIALS Lessons from Vancouver‟s Mpowerment Project
    2. 2. WHO WE ARE Gabriel Caruana – Mpowerment Core Group Member Andrew Shopland – Mpowerment Project Coordinator Claire O’Gorman – Peer Education Programs Manager Michael Reid – Community Engagement Manager
    3. 3. OVERVIEW  YouthCO‟s Mpowerment Project  Community-Building & Empowerment  Peer Education & Health Promotion  Engagement & Community Organizing
    4. 4. WHAT IS THE MPOWERMENT MODEL? Guiding Principles:  Social Focus  Empowerment Philosophy  Peer Influence of Safer Sex Messages  Multi-Level Approach  Community Building  Diffusion of Innovations
    5. 5. INCREMENTAL ENGAGEMENT Social Events  Formal Outreach Community Member Workshop / Discussion Night Core Group Member  Event Outreach  Campaigns  Social Media  Informal Outreach  Peer to Peer  Engagement at events Facilitator / Mentor GOAL: 1000 Workshop Participants Over 4 Years
    6. 6. HISTORY OF MPOWERMENT YVR  2010  ManCount Survey  YouthCO seeks evidence-based intervention to complement the work of HIM.  2011  #gayboysolution engagement campaign  Partnered with UCSF  Partnered with HIM / Totally Outright
    7. 7. 2012  Funding received from PHAC, TD Bank & TELUS.  Launched project in May 2012. 2013  Funding received from Vancouver Foundation As of October 31st, 2013:  Project has run for 18 months  Over 40 events, workshops & discussion nights  1,400 total social event attendees  770 unique attendees  200 unique workshop participants  25% secondary engagement  15% of gay guys age 18-29 have attended one of our events, skewing towards younger Mpowerment YVR
    8. 8. MILLENNIALS?  Generation Y, Echo Boom Generation, iGeneration  For our purposes: Born 1982-2000  Political worldview has been shaped by 9/11, Great Recession, and the rise of tech-enabled social movements  Digital natives: Have always had computers, cellphones and social media  Socially conscious generation. General spirit of support for human rights  Underemployed, and have trouble keeping up with increasing cost of living
    9. 9. GAY MILLENNIALS?  Coming out younger  High percentage have experienced bullying  In Canada, marriage equality has always existed  Online sex and dating has always been the norm  Increasing cost of living downtown means most live away from gay villages  Increasingly urban HOWEVER… Also rural  Raised on porn but still not receiving any gay sex education  Want more from the gay community & desire healthier relationships with other gay guys
    10. 10. COMMUNITY BUILDING Creating spaces for healthier and more inclusive communities
    11. 11. AUSTIN‟S STORY
    12. 12. IT GOT BETTER?  Communication  Location Based Social Networks (Grindr, Growlr, Hornet, Scruff, etc.)  Wide range of dating and cruising sites (Plenty of Fish, Adam4Adam, Manhunt, Squirt, etc.)  Tolerance     Vancouver Pride is now a Civic Event GSA/QSAs in schools Safe to live outside Davie Village Same-Sex marriage
    13. 13. Apolitical: discrimination is perpetuated Highly Sexualized: objectification is the norm Lacking Intimacy: openness is challenging
    14. 14. WHAT IS MPOWERMENT?
    15. 15. WHAT DO GUYS ACTUALLY WANT? Communication Tolerance Connection Acceptance
    16. 16. HOW DO WE CREATE CONNECTION AND ACCEPTANCE?  Intimacy  Inclusion  Non Sexualized and Sex Positive  Youth Run
    17. 17. PRODUCTION OF SPACE  Henri Lefebvre – La Production de l’espace (1974)  Space is socially constructed based on values and the social production of meanings  This process is fundamental to the reproduction of society “Change life! Change Society! These ideas lose completely their meaning without producing an appropriate space… new social relations demand a new space, and vice-versa.”
    18. 18. SPACE FOR MPOWERMENT  Defined values and expectations  Building container over time  Shared experiences and intimacy  Positive feedback cycle
    19. 19. OUR SPACE
    20. 20. NERDTASTIC
    21. 21. TURKEY TIME
    22. 22. ENHANCING THE RIPPLE  Diffusion of Innovation  Giving the guys skills to develop their personal communities  Event planning  Translating online communication to community  Applied inclusion  Empowerment  Personal and Community
    23. 23. EDUCATION  Goals:     Behaviour change Knowledge transfer Diffusion of knowledge Creation of new community norms  Way easier for this to happen in the container we‟ve already built
    24. 24. PEER EDUCATION FOR HEALTH PROMOTION Adapting principles of peer education for young gay men
    25. 25. BROADCASTED INFORMATION
    26. 26. TYPICAL SEX ED…  Lacking relevance  Feeling left out  Feeling judged  Lots of myths and misinformation
    27. 27. PEER EDUCATION  Power in learning from peers  Increased relevance  Increased trust and safety  Removes the traditional hierarchy in education
    28. 28. PEER EDUCATION WORKSHOPS  Acknowledge the skills and knowledge in the room  Allows for two-way discussion, clarification of ideas and information  Increases relevance  Allows for exploration of all the “Grey Areas” and “What ifs”  What -> So what
    29. 29. PEER EDUCATION AT YOUTHCO  Sex-positive  Inclusive
    30. 30. PEER EDUCATION WITH YOUNG GAY MEN  Easier to be forthcoming  Feelings of belonging  Finding meaning  Sense of security  Information from a reliable source
    31. 31. MPOWERMENT CURRICULUM
    32. 32. REFLECTIONS & IMPORTANCE  Peer relational practice  Allows relationships to form and development  Ongoing feedback and reform  Space for follow-up and questions
    33. 33. ENGAGEMENT & COMMUNITY ORGANIZING
    34. 34. ENGAGEMENT 1. Reach Out 2. Develop Relationships 3. Foster Community 4. Share our Vision 5. Build Trust 6. Inspire Action 7. Cultivate and Steward Ultimate Goal:  To mobilize youth to be leaders in the HIV movement and in their own communities.
    35. 35. THE EXCUSES: ENGAGING YOUNG GUYS  “Young guys don‟t want to come to our programs.”  That‟s because the program needs to be fun and fulfill an actual want or need of young gay guys.  “Young guys are apathetic and just don‟t care.”  That‟s because they‟re not being inspired. This generation has a taste for the dramatic/emotional and expect to be stirred to action.  “It‟s hard to reach/find young gay guys.”  This is actually the easiest generation to reach in the history of humanity. They‟re all online.
    36. 36. THE EXCUSES: ENGAGING YOUNG GUYS  “This generation is lazy and self-entitled.”  So were the Baby Boomers. And Generation X. Everyone always thinks that about the youngest generation.  “We can‟t relate to younger guys.”  Then hire younger staff or empower a group of young volunteers. Be a youth ally and practice good Eldership.  “The young guys we do find aren‟t „high-risk‟ enough.”  There is no standard demographic profile of the young gay male that gets HIV. Don‟t go looking for specific people or you‟ll ignore everyone else. Target the community and you‟ll reach everyone organically.
    37. 37. THE EXCUSES: SOCIAL MEDIA  “Social Media doesn‟t actually accomplish anything and we don‟t have the staff time.”  “Our communications policies don‟t allow junior staff and volunteers to speak for the organization.”  “We have no control over what other people say to/about us online.”  “Social Media is a passing fad.”  Followers, fans, and „likes‟ don‟t actually mean anything.”
    38. 38. SOCIAL MEDIA AT YOUTHCO  Learning from 2008 Obama Campaign  Social Media Policy = Not to have a social media policy  Decentralized control to each program. Autonomous communities  Brand and values consistency ensured by managers via Hootsuite  Only delete comments in extreme circumstances! Engage in a dialogue  Specific strategy for each platform  YouthCO currently has 12 social media accounts on 5 platforms targeting specific youth communities. Controlled by many staff and volunteers
    39. 39. WHICH PLATFORM WHEN?  Facebook – Event promotion, program pages, direct messaging  Twitter – Professional / informative  Instagram – Pictures/videos from event  Tumblr – Miscellaneous fun reposts
    40. 40. WHICH PLATFORM WHEN?  YouTube – Gay and sexpositive video promos  Email – Rarely used. Facebook messaging instead  Texting – Core Group members and those who opt-in  Facebook Advertising Cost effective, hypertargeted social advertising
    41. 41. STAYING IN CONTROL…  Centralizes control of multiple social media accounts onto one control panel  Allows multiple staff/volunteers to control multiple channels  Social CRM (contact relationship manager) database.  Manages contacts via email, phone, texting, Facebook, Twitter as well as live events
    42. 42. NATIONBUILDER
    43. 43. MILLENNIALS & DIGITAL ACTIVISM  Technology-enabled social movements and protests of the past 15 years have shaped the attitudes of Millennials surrounding human rights and social justice  What makes digital movement-building successful?  It inspires and/or organizes real-world action.
    44. 44. FROM ONLINE ENGAGEMENT TO REAL WORLD ACTION  What is the value of a comment or a “like” on Facebook?  NO VALUE if we don‟t follow up!  Each time someone interacts with our page or post it‟s an invitation for us to talk to them  We‟ve already done the hardest thing, which is getting them to notice us. Don‟t waste it  It‟s not a “cold” contact because they either follow our organization or we have friends in common. Mention the connection to build trust
    45. 45. • • • • Tagged with “MP General” Flagged for “Initial Outreach” All contact information he‟s shared with us is available If he has interacted with us on Twitter or Facebook, NationBuilder matches the names up and links his social media accounts to his profile
    46. 46. CHALLENGES & ISSUES  Confidentiality: Community organizing data is kept entirely separate from service & health data  Building relationships across demographics within the youth community. Sometimes get stuck in the same social networks  As program has skewed younger, guys in their late 20s are not as interested
    47. 47. LESSONS LEARNED  Peer education more important than ever  Young gay guys have a strong desire to build a healthier gay community  Young guys need a voice at the table  Elders to listen and not judge  Social Media is by far the best way to reach this population, but must be done relevantly and intentionally  Taking a community organizing approach to health programs is powerful  Youth are passionate and knowledgeable – empower them to reach their potential
    48. 48. CONTACT Facebook Mpowerment YVR mpwr.ca/f Instagram @mpowermentyvr mpwr.ca/i Twitter @mpowermentyvr mpwr.ca/t YouTube mpowermentyvr mpwr.ca/y Email mpowermentyvr@youthco.org
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