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Reaching youth where they’re at:
On their phones
Deborah S. Levine, Dir. Online Health Education
Planned Parenthood Federation of America
In-Person Education Programs
Total Reached: 1.1 million/yr
Elementary school
(6-11),3%
Middle school
(12-14), 17%
High school
(15-17), 41%
Young adult
(18-24), 17%
Adult
(25-60), 21%
Older adult
(61+), 1%
Education Participants by Age, 2012
Digital Education
Issue: Health Disparities
Reality: Teens and Mobile
Solution: Mobile Sex Ed
• Nine digital tools to provide sex education on
mobile phones for both younger and older
adolescents
• Combine the science of what helps young
people to engage in healthy behaviors and
what they like to do online
• Emphasis on ensuring the tools are relevant
to African-American and Latino youth
Planning Process
Theoretical Framework of
Adolescent Sexual Behavior
Self Concept/
Image
Social Norms
Expectancies
Intention or
Decision
Affect and
Emotions
Self Efficacy
Environmental
Constraints
Salience of
Behavior
Intention or
Decision to
Perform
Behavior
Knowledge and
Skills for
Behavioral
Performance
Behavior
Habit and
Automatic
Processes
Distal Determinants Proximal Determinants
Guilamo-Ramos, V., Jaccard, J., Dittus, P., Gonzalez, B., & Bouris, A. (2008). A conceptual framework
for the analysis of risk and problem behaviors: The case of adolescent sexual behavior. Social Work
Research, 32(1), 29-45. doi: 10.1093/swr/32.1.29
www.plannedparenthood.org/apps
Results
• 102,026 youth have accessed the tools.
• Average time spent on the tools is just over
four and a half minutes.
• Apps have an average use time of just under one
minute and health apps have an average use time of
2.5 minutes.1
• During beta testing in the summer of 2013,
36% of all users and 47% of those who
completed the tools were in the target
audience.
Next Steps
• Ongoing earned media and marketing
• Partnerships with organizations
• Seeking funding for an initial evaluation of the
effectiveness of the digital tools
• New tools
• Tools for LGB or questioning teens
• Tools to address healthy relationships and gender
Contact:
Deborah S. Levine,
Dir. Online Health Education,
Planned Parenthood Federation of America
deborah.levine@ppfa.org
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones
Reaching Youth on their Phones

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Reaching Youth on their Phones

  • 1. Reaching youth where they’re at: On their phones Deborah S. Levine, Dir. Online Health Education Planned Parenthood Federation of America
  • 2. In-Person Education Programs Total Reached: 1.1 million/yr Elementary school (6-11),3% Middle school (12-14), 17% High school (15-17), 41% Young adult (18-24), 17% Adult (25-60), 21% Older adult (61+), 1% Education Participants by Age, 2012
  • 6. Solution: Mobile Sex Ed • Nine digital tools to provide sex education on mobile phones for both younger and older adolescents • Combine the science of what helps young people to engage in healthy behaviors and what they like to do online • Emphasis on ensuring the tools are relevant to African-American and Latino youth
  • 8. Theoretical Framework of Adolescent Sexual Behavior Self Concept/ Image Social Norms Expectancies Intention or Decision Affect and Emotions Self Efficacy Environmental Constraints Salience of Behavior Intention or Decision to Perform Behavior Knowledge and Skills for Behavioral Performance Behavior Habit and Automatic Processes Distal Determinants Proximal Determinants Guilamo-Ramos, V., Jaccard, J., Dittus, P., Gonzalez, B., & Bouris, A. (2008). A conceptual framework for the analysis of risk and problem behaviors: The case of adolescent sexual behavior. Social Work Research, 32(1), 29-45. doi: 10.1093/swr/32.1.29
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  • 18. Results • 102,026 youth have accessed the tools. • Average time spent on the tools is just over four and a half minutes. • Apps have an average use time of just under one minute and health apps have an average use time of 2.5 minutes.1 • During beta testing in the summer of 2013, 36% of all users and 47% of those who completed the tools were in the target audience.
  • 19. Next Steps • Ongoing earned media and marketing • Partnerships with organizations • Seeking funding for an initial evaluation of the effectiveness of the digital tools • New tools • Tools for LGB or questioning teens • Tools to address healthy relationships and gender
  • 20. Contact: Deborah S. Levine, Dir. Online Health Education, Planned Parenthood Federation of America deborah.levine@ppfa.org