Tiffany Pryor, Youth Development and Advocacy Coordinator for the Illinois Caucus for Adolescent Health, 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.

2. Illinois C
Caucus for
Adolescent H Health (ICAH)
Founded in 1977 as Illinois Caucus on Teen Pregnancy
NOW: Through a Reproductive Justice l
NOW Th h R d ti Ju ti lens, we partner with
t ith
youth to promote sound pr
rograms and policies in:
• Sexual Healthcare Access
• Sexual Health Education
•SSupport for Pregnant/Pare ti Youth
tf P t/P enting Y th
HOW: Through Youth-Adult Partn
nerships in:
• Organizing
• Advocacy
• Training

3. Sex-Ed Loop Overview
p
• Goal: To increase the provision o comprehensive sexual health
of
education to Chicago’s youth (ages 13-24, in and out of school)
through new media strategies.
• Intended Results:
• Challenge the behaviors and attitude of both youth and adults around sexual
es
health education
• Decrease the pressure of sex and inc
crease comfort in positive sexual health
decision-making
• ICAH’s Role:
• M i i F
Maintain Facebook and Twitter page as well as blog entries that appear on
b k dT i es, ll bl i h
the website
• Ensure youth voice is maintained thr
roughout each media strategy

4. Sex-Ed Loop Objectives
p
Provide medically accurate information and answers to
specific sexual health questi
ions
Clear up misconceptions surrrounding information about
sexual health while creating a safe space for dialogue
g
Link youth to resources in Ch
hicago, community events,
and youth friendly clinics
Address sexual health as com
mprehensive and not just the
biology of sex
i f

5. The Proc
cess:
Youth Involvement in New Media Development
p
• Gather and prioritize conte areas:
ent
• ICAH youth conducted research on sexual health
th d t d h l h lth
issues and concerns in the Chicagoland area
• Create Sex-Ed Loop Brand::
• Sex-Ed Loop logo created by ICAH youth
d
• Select and establish social media channels:
• Engagement on Facebook Twitter project blogs
k,
k Twitter,
and event calendar all ma
anaged by ICAH youth
• Evaluation:
• Millennia Consulting condducted two preliminary
focus groups to establish format of future
implementation

6. New Media Channels:
a
•Facebook
•Twitter
Twitter
•Blogs
•Text M
T t Message

7. Outreach, Pro
omotion and
Integr
ration:
Social marketing material will be provided to:
o High schools
o Youth-friendly medical facilities
o Community based orga
y ganizations
Promoted through ICAH youth social networks
h’s
Integrated into Comprehensive Sexual Health Education
e
training for teachers at schools
s

8. Initial Results
• Facebook & Twitte are LIVE as of October 2011!!!
er
• Community organnizations are on board with Sex-Ed
Loop and are sendin events to post in website calendar
ng
• Youth have create blog posts that will be featured on
ed
the website in the n
near future

9. Challenges
• Delayed startup of program (ie: contracts)
m
• Youth partnership with outs
side organizations
• Use of Twitter vs Facebook response
k
Lessons Learned
•Branding of Sex-Ed Loop wa most important
as
•Twitter audience differs from Facebook; tailoring
m
information
Next St
N t Steps
•Youth will start blogging on th website
he
•Youth will assess health clinic in Chicago to ensure
cs
youth friendliness
•Youth will engage in focus grooups in schools to
evaluate the effectiveness of mmedia strategies

10. Thank you!
k
Spread the word! The Sex-E Loop is LIVE:
Ed
Text “sexedloop” to 61827 fo instant weekly sex-ed
or
information and to find clini near you!
ics y
Like our Fan Page on Facebo
ook:
www.facebook.com/sexloop
f / p
Follow us on Twitter: @sexe
edloop
Coming Soon: Website: www
w.SexEdLoop.sexetc.org
For more information, conta
act:
Tiffany Pryor at tiffany@icah
h.org