Text-Chat by Planned Parenthood of America
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Text-Chat by Planned Parenthood of America

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As part of YTH Live 2014's session on "Two-Way Crisis Texting" Planned Parenthood Federation of America (PPFA) highlights their Text/Chat mobile text messaging program designed to provide urgent ...

As part of YTH Live 2014's session on "Two-Way Crisis Texting" Planned Parenthood Federation of America (PPFA) highlights their Text/Chat mobile text messaging program designed to provide urgent sexual health information to the youth in a timely manner, directly to their phones.

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Text-Chat by Planned Parenthood of America Text-Chat by Planned Parenthood of America Presentation Transcript

  • Chat/Text: Answering questions in urgent moments after unprotected sex Deborah S. Levine, Dir. Online Health Education Planned Parenthood Federation of America
  • CHAT/TEXT EXCERPT Sara: Welcome to our live chat service. How may I help you today? FemaleTeen: I wanted to know if you think it's possible that I might be pregnant. Sara: Can you tell me a little bit about why you think you might be pregnant? FemaleTeen: I had unprotected sex on the 10th,and they boy told me he came inside me. I took a test on the 11th and it said I wasn't. But could I still be because I found out sperm can live inside you. Sara: Well, you're at the right place to get help with your questions. I just want to ask you a question, are you on any form of birth control? FemaleTeen: No. Sara: Ok. First of all, you can only take a pregnancy test after your period is late. If you took a test the day after, you took it too early. You will have to wait until your next period is due, and if it is late, take a test. However, there is such a thing as emergency contraception which can be taken up to 5 days after unprotected sex. You are still within the timeframe, so if you get EC within 120 hours of the unprotected sex that would be the next best step.
  • WHY CHAT and TEXT? •  Provides access to teens and young adults when they are in urgent moments after unprotected sex •  Takes advantage of young people’s preferences for digital communication methods •  Enables live interaction •  Can use communication practices that encourage behavior change •  Can help lower anxiety levels which can be barriers to action and health seeking behaviors
  • PROGRAM DETAILS •  ‘Moments of urgency’ focus areas: •  Emergency contraception •  Birth control failure •  Pregnancy testing •  Abortion •  STI testing •  Target audience: youth 15-24, particularly African- American and Latino youth
  • PROGRAM DETAILS •  Launched in September 2010 •  Currently offered 91 hours per week •  317,875 total conversations as of 2/28/14 •  Avg. 11,081 conversations per month in last year 7 days/week Eastern Time Pacific Time Mon-Thurs. 9 am – 12 am 6 am – 9 pm Friday 9 am – 10 pm 6 am – 7 pm Saturday 9 am – 5 pm 6 am – 2 pm Sunday 2 pm – 12 am 11 am – 9 pm
  • PROMOTION
  • PROMOTION
  • REACHING TARGET AUDIENCE (February 2014)
  • GENDER Gender N Percent (%) Male 1,201 12.1% Female 8,639 87.4% Transgender 47 0.5% •  Chat/text users are overwhelmingly female.
  • AGE Age N Percent (%) 14 or younger 260 2.6% 15-19 4,427 44.8% 20-24 3,019 30.5% 25-29 1,218 12.3% 30 or older 967 9.8% 75.3% •  Approximately 75% of chat/text users are between 15-24 years old.
  • RACE 37.1% •  Over 1/3 of total chat/text users are Black, Latino or Black or Latino Mixed. Race/Ethnicity N Percent (%) Am. Indian/Alaska Native 55 0.6% Asian/Pacific Islander 921 9.4% Black/African-American 1,357 13.9% Black or Latino Mixed 480 4.9% Hispanic/Latino 1,789 18.3% Mixed/Multi-Ethnic 111 1.1% Other (Non-Specified) 151 1.5% White 4,903 50.2%
  • POST-TEST MEASURES (February 2014)
  • POST-TEST MEASURES •  Intention: 93.8% - reported that they agree or strongly agree that they plan to take the next steps discussed during the conversation. •  Helpfulness: 86.7% - reported that they agree or strongly agree that the conversation was helpful. •  Satisfaction: 90.7% - reported that they agree or strongly agree that they liked using chat/text for this purpose. •  Health center referrals: Planned Parenthood Health Center contact information was provided in 64% of conversations.
  • EFFICACY TRIAL •  Randomized control trial comparing those who use Chat/ Text to those who visit the Planned Parenthood website only •  Young women, 15-24 who have been sexually active in the past 30 days, and have not previously used Chat/Text •  Partnering with the Center for Latino Adolescent and Family Health at Silver School of Social Work at New York University •  Enrolling participants starting in September 2014
  • CONTACT Deborah S. Levine Director Online Health Education deborah.levine@ppfa.org