The document discusses the National Dating Abuse Helpline's use of multi-channel communications including phone, text, chat, and social media to engage with their audience of youth aged 13 to 24. It provides an overview of their core and emerging services across these channels to meet young people where they are and fill engagement gaps. Lessons learned include the importance of understanding youth audiences, curating shareable content, and utilizing peer advocates.

1. Multi Chanel Communications
Phone, Text & Chat Helplines
Brian Pinero
Wade Treichler
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2. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Who we are...
• Brian Pinero
– Acting Director,
National Dating Abuse Helpline
@darkshambo
• Wade Treichler
– Director of Communications,
National Dating Abuse Helpline
@wadeferd
April 1st - 3rd, 2012 San Francisco, CA

3. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Who We Are...
• National Dating Abuse Helpline
– Peer Advocates provide services at
loveisrespect.org
– All advocates between the ages of 16 & 25
– Receive 40 hours advocate training
– Peer supervisors
– Communications team that also supports two
other organizations
April 1st - 3rd, 2012 San Francisco, CA

4. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Our Goal:
Cross-channel engagement, providing the opportunity for service at
every potential interaction.
April 1st - 3rd, 2012 San Francisco, CA

5. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Our Core Services
– Phone Services
– Web Chat
April 1st - 3rd, 2012 San Francisco, CA

6. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Audience
– We are serving 13 to 24 year-olds in dating abuse
relationships
– The audience engages on multiple channels and
expects to us as a service provider to meet them
where they are - channels we are sometimes not
ready or able to tackle
– We need to be open to their approach and language
- this is not always easy and sometimes challenges
our core values
April 1st - 3rd, 2012 San Francisco, CA

7. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Our Next Generation Services
– Blog
– Social Media - Facebook, Twitter, Instagram,
Spotify, Flickr and whatever comes out next
– SMS/Text Message
April 1st - 3rd, 2012 San Francisco, CA

8. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
SMS/Text Messaging
– Introduced to fill a gap
– Low threshold of engagement for texting
– More specific terms and engagement, more to the point
(AIDS.gov)
– Targeting unreached populations
April 1st - 3rd, 2012 San Francisco, CA

9. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Loveisrespect.org Blog
– Robust pop culture content to
educate teens who are savvy on
Chris Brown and Rihanna, but don't
understand dating abuse
– Self Determined levels of
engagement - Lurker concept
– Targeting periphery networks
April 1st - 3rd, 2012 San Francisco, CA

10. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
MTV Real World
– Response to an episode of MTV's Real
World that highlighted abusive behaviors
– Pre-screening allowed us to pre-write
posts, pre-record advocate videos in
response to each each segment
– Took videos and posts live on
YouTube in realtime as segments aired
– Staff on the ground responding to comments on YouTube,
Facebook, Twitter, LIR Blog, in realtime
– Important to know your audience, understanding your assigned
channel
April 1st - 3rd, 2012 San Francisco, CA

11. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
MTV Liveblog Outcomes
– Large engagement metrics on
multiple channels
– Engaged audience through a
national media event
– Involved advocates staff from
multiple departments
– Further developed a relationship
with MTV Execs
April 1st - 3rd, 2012 San Francisco, CA

12. 5 TH
Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
What We’ve Learned...
– Access for social media for youth is a policy
issue (Texas House bill 121)
– Content curation is a valuable tool
– Maximize the share-ability
(keep it clever and short)
– Searchable Archives to support curation
– Peer Engagements - people like us are to old
April 1st - 3rd, 2012 San Francisco, CA