Nikki Serapio, Manager of New Media Strategies for Advocates for Youth, delivered this case study presentation at the Ford Foundation Grantee Strategy Retreat, "Advancing a New Vision for Youth Sexuality through New Media" on Nov. 8, 2011.

1. Case Study:
Nikki Serapio
Advocates for Youth
Advancing a New Vision for Youth
Sexuality Through New Media
November 8, 2011

2. Advocates
for Youth
Rights. Respect. Responsibility.
+
The
3Rs

3. Conceptualizing and Building
Website launched on
January 1, 2009
Design Objective: Build a
youth-driven online community
dedicated to changing society’s
dysfunctional approach to sex,
sexuality, and sexual health.
Launch Features:
- Open Blogging Platform
- Automatic Facebook Sharing
- Grassroots Action Center
- Petition Creation Tools

4. CULTURAL ADVOCACY
ROOTS-TO-BOOTS
ORGANIZING
Key new media tools :

5. 160,000+ views
Cultural Advocacy:
Real Lessons from Real Abstinence-Only Programs

6. Cultural Advocacy:
Derek the Abstinence-Only-Until-Marriage Clown

7. “I want to share my
story…because I think
this is a really good tool.
It's actually something
I've been hoping the
pro-choice movement
would use for some time
now…I often wondered
if people would stop
taking such hard-line
stances against abortion
if they knew their friend,
their sister, their
mother, their daughter
had chosen abortion.
Obviously it would
become less stigmatized.
I want to do my part.
I'm sure a lot of us do.”
-Anonymous
Roots-to-Boots Organizing:
The 1 in 3 Campaign – Destigmatizing Abortion

8. Snapshot:
Growth &
Engagement
Metrics

9. #1 LESSON
#2 CHALLENGE
#3 TIP

10. LESSON:
#1 Look for big “user
stories” in your data.
#2
“I learned about Amplify through Facebook…”

11. LESSON:
#1 Look for big “user
stories” in your data.
#2
“Visitors should find our intro video easily…”

12. CHALLENGE:
How do we build an integrated
#2 new media campaign without
spreading ourselves too thin?
Building your
#2 “MVP” (minimally
viable product)
vs.
Depending on
focus groups +
lengthy feature lists

13. ROOTS-TO-BOOTS ENGAGEMENT TIP:
Cultivate a grassroots marketing
#3 team behind-the-scenes.
#2
Build trust by creating a “thank you” process.

14. Thank you! Questions?
nikki@advocatesforyouth.org
Download this presentation at:
http://bit.ly/afy-nov2011
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