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Day 1 1100 - panel - millenials


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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
  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
  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
  32. 32. REFLECTIONS & IMPORTANCE  Peer relational practice  Allows relationships to form and development  Ongoing feedback and reform  Space for follow-up and questions
  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
  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 Instagram @mpowermentyvr Twitter @mpowermentyvr YouTube mpowermentyvr Email