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Roots of Risk: A model for technology based HIV prevention with Black Youth
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Roots of Risk: A model for technology based HIV prevention with Black Youth


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Kelisha Peart, Youth Campaign Coordinator for Black Coalition for AIDS Prevention speaks at Net Change Week 2010

Kelisha Peart, Youth Campaign Coordinator for Black Coalition for AIDS Prevention speaks at Net Change Week 2010

Published in: Health & Medicine

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  • Black Cap logo, roots of risk , thank you Conference
  • Note: last year and a halft Bmsm youth became most infected group
  • Add image . Recommedation – follow it through
  • Two slide make bigger, ex
  • Forum
  • Socail marketing process Note: Access to computer, nessesity for youth not luxury Recruitment mass interview
  • Get the low down SMS
  • Leadership
  • Start mid point- traffic
  • Transcript

    • 1. Roots of Risk : A model for technology based HIV prevention with Black Youth Kelisha Peart Youth Campaign Coordinator Black Coalition for AIDS Prevention
    • 2. Cause|
      • Black, African and Caribbean people accounted for 18.5% ( 1/5 th ) of all new HIV infections in Ontario (Remis, 2006) In comparison Black people account for only 9% ( 1/10 th) of Toronto’s entire population (Statistics Canada, 2001).
      • Rates of HIV infection in Toronto’s Black communities have more than doubled since the year 2000
      • Youth in Toronto are increasingly at risk for HIV infection
      • Youth are the highest infected group in relation to STIs such as Chlamydia and Gonorrhoea
      • Low level of HIV knowledge (Roberstion,2007)
      • Low transfer rate of HIV knowledge
      • HIV prevention programs in Toronto tend to be temporary and short-term and are largely based on information (ie. this is how you use a condom)
    • 3. Black CAP Process|
    • 4. Recommendation Flow Chart |
    • 5.  
    • 6.  
    • 7.  
    • 8.  
    • 9. MAC AIDS FUND|
      • MAC AIDS Fund’s Global Youth HIV Prevention Initiative
      • August 2008
    • 10. Result |
        • Community level intervention
        • 24 months program
        • Mix of evidence-informed approaches
          • Popular Opinion Leader Model
          • Social Marketing Design
          • Youth-led programming
        • Involving female and male youth from 30 straight and 10 BMSM community
    • 11. Objectives|
      • POL
      • Recruit 50 youth to act as Popular Opinion Leaders
      • Provide youth with the means to distribute resources and information through technologies ( Cell phones)
      • Increase HIV/AIDS knowledge transfer
      • Develop risk reduction strategies
      • Monthly session focusing on HIV related issues
      • Distribute condoms, and resources
      • Promote the campaign in a range of media – print ads, transit ads, and other events
      • Increase community access to HIV/AIDS info and services
    • 12.
      • Social Marketing
      • Leverage POL network to disseminate HIV related info
      • Distribute weekly sexual health and relationship messages
      • Create traffic to two of Black CAP’s websites for youth ( and )
    • 13.
    • 14.
    • 15. Program Process|
      • POL
      • Recruitment of 50 POLs
        • 30 straight identified, 20 LGBT
        • Outreach - Black Youth programming, Community networks, Mass Email, Face Book
      • Recruitment Style
        • Group session
      • POL Orientation Training Session
        • 2 Full Day Orientation Training Session
          • HIV/STI 101 , Effective Outreach , Technology , Privacy , Support (Group Facilitators/POL Leads)
        • Receive starter kit – Cell phone, T-shirt, bag, resources ect.
    • 16.
      • Social Marketing
      • Monthly Session / POL Campaign Delivery
        • STI, HIV, Relationship, Peer counseling, Testing ect
        • Message development
        • Creative Marketing
        • Online skyp meetings
      • Evaluation
      • Evaluation, Support & Monitoring
        • Pre/mid point and post evaluation, POL lead support, Contact sheet
      • Celebration
        • Congratulate youth for completing the program and receive honorarium
        • Event that highlight marketing activities by youth, inclusive space for queer and straight youth, promotional event for POL and there networks to be exposes to campaign.
    • 17. Model |
    • 18. Branding| Marketing Strategy
    • 19. Text Message |
      • POL develop message to inform and
      • educate peers in language used by youth
      • References:
        • Pop culture
        • Music
        • Statistics
        • Services
        • Current trends or Topics
    • 20. Text Format |
      • SAMPLE
      • BODY: (Make luv not war condoms r cheaper than guns)
      • KNOWLEGDE: X # of youth btw 14-24 hav HIV n don’t kno
      • RIPPLE (Send to 5 friends that u luv)
      • WEBSITE
    • 21. Text Examples|
      • 22000 ppl get swin flu evry1 want 2 wear a mask 33 milli AIDS cases no 1 wants to wear a condom. Condoms reduces the spread of HIV
      • About half of African n Caribbean n black ppl in Ontario who have HIV don’t know. Do u know ur status?
      • Sex is like Mac Donald (I’m lovin it). Oral is like Subway (Eat fresh). HIV is like Gatorade (Is it in you?). Test 4 HIV
      • Beyonce says if u like it u sud hav put a ring on it. A latex one. Rap it
      • Ways 2 test 4 HIV a) blood test w/ needle b) rapid test (drop of blood) call 416-3922437
    • 22. POL Developed Creative Marketing |
      • Documentary
      • Community Events
      • Photography
      • Youth Zine
      • Facebook Twitter
      • Weekly HIV info groups
      • Concerts
      • Clubs
      • Creating club events
      • Web sites
      • Magazine
    • 23. Tracking the Ripple Effect|
      • Website hits
      • Monthly reports number of text sent
    • 24. Evaluation|
      • Pre – Purpose to identify HIV and STI knowledge level, risk reduction, frequency of HIV related conversation,
      • Mid-term – feedback around program model
      • Post- Gauge change in knowledge self Peer, risk behaviour change, frequency of HIV related conversation, suggested program changes
    • 25. Evaluation Highlights|
      • Demographics :
      • Age 16-22
      • Majority are first generation Canadians
      • All parents were born in Africa or the Caribbean
      • Listed as religious or did not disclose religion
        • Most reported HIV negative, or declined to report
      • HIV Knowledge : Pre program - ½ POL reported that there HIV knowledge was “Average”
      • Mid-term: ¾ youth express HIV knowledge to be “a lot” at mid point of program
      • Sexual Health Clinics : Majority don’t go to Clinic
      • top reasons:
      • Fear of being judged or embarrassed by staff
      • Services not friendly towards youth
      • Provide confidential services
    • 26.
      • Frequency of HIV related conversations
      • Pre- Averaged 3-6 conversation per month
      • Post- Average 6-9 conversation per month
      • Acquisition of knowledge
      • Number of text sent: 12000
      • “ I always felt very comfortable to do it, whether people wanted to receive the messages or not.”~ POL ( sending out text message)
      • “ I feel like I’m helping out my friends”~ POL ( sending out text messages)
      • “ I didn’t feel comfortable once I saw my friends enter the club. So I stopped covering the table”~ POL ( Outreach in club)
    • 27. Lessons Learned|
      • Testing program - Implementation of buddy testing sub program- Peer Supporting Peer through the testing process
      • Cyber Stigma
      • Mode of communication- Communication starts with SMS transcends to social networking site then to real world interactions. To obtain STI information but not services for ½ of youth
      • Headse t- Mobile devices should be equipped with Qwerty boards and Data plans. Multiple send SMS function
    • 28.
      • Recruitment- aggressive recruitment in youth LBGT space a result of spaces being undefined and hard to access LGBT youth participation was low.
      • Retention- Motivation for youth to stay in the program decreases if the initial drive was based getting a free phone or honorarium in comparison to youth who were interested in activism
    • 29. Next Steps
      • Research ways to track messages beyond peer networks (stage two)
      • Post evaluation
      • Duplication and sustainability
    • 30.