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Using Social and Mobile Media to Reach Teens
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Using Social and Mobile Media to Reach Teens


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Ruth Buzi of the Baylor College of Medicine Teen Health Clinic higlights an array of social media strategies used to enhance health promotion among youth and young adults. Presented at YTH Live 2014 …

Ruth Buzi of the Baylor College of Medicine Teen Health Clinic higlights an array of social media strategies used to enhance health promotion among youth and young adults. Presented at YTH Live 2014 session "The Strength of Social Media."

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  • 1. USING SOCIAL AND MOBILE MEDIA TO REACH TEENS Ruth S. Buzi Peggy, B. Smith Baylor College of Medicine Teen Health Clinic Houston, Texas
  • 2. PRESENTATION OBJECTIVES  1. Review interactive and electronic venues (mobile, social media, Internet) for client interaction and for promoting sexual health  2. Discuss the effectiveness of new technology used in patient education and communication
  • 3. CLINICS’ MISSION A system of 9 school, community, and hospital clinics in Houston  Provide quality adolescent health care services that are equal or better than the private sector  Educate and train health care professionals  Evaluate all programs
  • 4. POPULATION SERVED  Female and male adolescents ages 13-23 years (males can be seen up to 25 and at any age as partners)  Majority are low-income  Majority are African-American (50%) or Hispanic (45%)  A total of 10,000 unduplicated patients are served annually  82% females and 18% males
  • 5. COMPREHENSIVE CLINIC SERVICES  Family planning including STD screening and treatment  Prenatal care using the Centering Pregnancy Model  Primary care  Individual counseling and crisis intervention  Sports physicals  Educational and employment services for young fathers  Routine Opt Out HIV Testing
  • 6. THE PROBLEM  In 2011, 286 youth (people age 13 to 24) were diagnosed with HIV in Houston/Harris County.  This equates to 22.8% of all new HIV diagnoses in Houston/Harris County in that year.  Larger proportions of newly diagnosed youth were (1) African American (64.7% v. 52.1%) and (2) MSM (73.4% v. 60.8%).
  • 7. WHY SOCIAL MEDIA?  Complement traditional communication  Share information in new spaces  Connect with new audiences  Encourage engagement and interaction with the content  Empower people to make healthier and safer decisions
  • 8. TECHNOLOGY PLATFORMS- GOALS  Encourage teens to modify their sexual risk behaviors, increase clinic utilization, reduce STI and pregnancy, and promote positive health behaviors.
  • 9. CLINIC TECHNOLOGY PLATFORMS  Upgraded Website (  Social Networking Sites Presence (Facebook, Twitter, Instagram, Snapchat)  Short Message Service that send out weekly health education messages  Web-based and Apps Outreach (Adam4Adam, Grindr, Craigslist, Jack'D)  Community awareness - 6th Annual Technology Conference-June 10, 11, 2014
  • 10. CLINIC TECHNOLOGY PLATFORMS (CONT.)  Tiff and Ty are avatars used to communicate with website visitors who can email questions and receive a response within 24 hours  Online videos integrating health messages into age-appropriate scripts based on various behavioral change theories  Short films created by young people communicating messages about HIV prevention
  • 12. SMS  About 800 receive weekly messages Examples:  Today is World’s AIDS Day. Please join us in the fight against HIV/AIDS and continue to work towards an AIDS-free generation. Tiff Teen Clinic  October is Domestic Violence Awareness Month, a time to build awareness towards safe and healthy relationships for all individuals. Tiff Teen Clinic
  • 13. SMS EVALUATION  Focus groups were held with SMS recipients  Participants indicated that the service is beneficial and promotes awareness among teens about healthy sexual behaviors.  Recipients were also asked to send in their feedback about the service via SMS.  Example: “They are very useful. I take them into consideration and share them with my family and friends and use it in my everyday life.
  • 14. ASK TIFF  Online portal for anonymous questions provides a way for teens receive immediate, accurate advice without the risk of embarrassment or rejection.  Electronic platforms also serve as a means for teens to engage in open dialogue about sexual issues in a non-threatening manner.  Responses of 626 users who contacted the clinic via email were analyzed
  • 15. THEMATIC ANALYSIS ASK TIFF  Concerns about cost of the clinic’s services and testing for sexually transmitted infections.  Questions revealed lack basic sexual health knowledge and many common misconceptions.  Online question portals are effective venues for teens to quickly and anonymously obtain accurate information on sensitive issues.
  • 16. WEB-BASED AND APPS OUTREACH  Total of 148 individuals contacted on Grindr in September, 17 total responses, a rate of 11.49% AA, 12, 8% White, 41, 28% Latino, 68, 46% Asian, 8, 5% Mix/other, 19, 13% Race/Ethnict Breakdown of Individuals Contacted AA White Latino Asian Mix/other AA, 1, 6% White, 5, 29% Latino, 9, 53% Asian, 0, 0% Mix/other, 2, 12% Response to message AA White Latino Asian Mix/other
  • 17. SHORT FILMS CONTEST  Organized a media contest, encouraging patients and youth in the community to script short films to educate young people about HIV prevention and testing.  The first prize winner, Voices for Victory Over HIV, is based on texts received from our SMS recipients who were asked to share messages for HIV prevention.
  • 19. SOCIAL MEDIA SUCCESS  Community Building  Engaging Audiences  Increasing Reach  General Awareness, Promotion  Creating a buzz
  • 20. CONCLUSIONS  Web-based outreach can encourage larger populations to get tested for HIV and receive prevention messages  Engaging young people in disseminating messages about HIV prevention through social media can be effective in reinforcing prevention messages  The number of HIV cases have increased following the implementation of the media campaign.
  • 21. THANKS  Support for this work was provided by the following:  The Spirit Golf Association  FOCUS, Gilead Sciences Inc.
  • 22. PLEASE VISIT US   Dr. Ruth Buzi:  Dr. Peggy Smith: