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Update on CDC’s CT/Infertility Prevention Social Marketing
Effort:Integration into GYT
Allison Friedman, MS
Division of STD PreventionCenters for Disease Control & Prevention
The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the Centers for Disease Control and Prevention.
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Infertility Prevention Campaign
Goal: Promote CT screening among sexually active African American, Caucasian & Hispanic women, ages 15-25yrs
Project Activities Literature Review (2007)
Exploratory Research (2007-2008)
Concept & Message Testing (Nov-Dec 2009)
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Campaign Focus: Recommendations
Option 1: CT, Infertility & Women’s Health Ct messages couched within women’s health
framework Could address other women’s health topics STDs would not be the lead/focus (focus on STDs and
women = stigmatizing to target audience)
Option 2: General STD Focus Builds on familiar brand, normalizes testing behavior Appeals to both M+F, but dissemination strategies &
program activities target women more heavily
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Decision to pursue option #2
Capitalize on existing effort, with proven success and multi-sector partners already engaged
GYT:• Targeted on-air & online programs/promotions
• PSAs, entertainment programming, viral promotions
• Dedicated web & mobile resources • campaign & social networking websites, SMS code,
clinic locator• On-the-ground services & promotions
• health center/clinic, community & media outreach
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National Coalition of STD Directors (65 full members)
CDC Partners (2,600+ kits through 330+ health clinics)
Planned Parenthood (840+ health centers)
American College Health Association (115+ health centers)
mtvU (140+ schools)
2010 Community Outreach
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GYT Programming Reach
50+ PSAs produced >2,100 airings; >500K video streams
8 original shows/programs produced 100 airings; 10k online views
Youth-oriented website >1M visitors to GYTNOW.org
GYTNOW SMS code 50k texts 100K clinic referrals (web/SMS)
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YouthStyles Consumer Survey 2009
Surveyed 1,310 youth, ages 9-18yrs :
12% heard of GYT campaign, of whom: 22% saw a health care provider because of GYT 8% got STD tested because of GYT STD/STD testing discussions:
26% talked to parent/family 17% talked to partner 15% looked for more info
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Integrating Research into Program
AED Implementation funds to support: Local implementation of GYT/CT screening
programs (subcontracts to < 9 programs) CT-specific materials being developed for GYT
toolkits New, interactive components to GYT website Radio outreach (media tour) Online & on-air ads Corporate partnership outreach* Publisher outreach*
* Possible strategies
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Support for Local Implementation
Subcontracts <$20,000 each-- to support implementation & evaluation of social marketing plans to promote CT (& other STD) screening through locally tailored GYT efforts, w/focus on F’s 15-25 yrs
3 key activities: 1. Develop, implement & evaluate a local awareness &
social marketing campaign
2. Provide CT screening & treatment/referral (& other STD counseling, screening & treatment), as recommended by CDC & USPSTF through accessible, free/low-cost youth-friendly services for sexually active women
3. Measure uptake of screening & ancillary services identified above
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Local Campaign SupportTarget Audiences Primary: sexually active women, 15-25
years. Priority groups:
Women in areas with high CT prevalence African American, Hispanic, American Indian women Adolescents Sexually active women w/a past CT diagnosis
Potential secondary audiences: Health care providers Boys/young men, partners of women Other secondary audiences, if justified
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Who Can Apply?
community-based, youth-serving, minority-serving, & non-profit organizations
for-profit organizations or businesses affiliates of a national org./professional assoc. clinics (school-based clinics, Title X clinics,
health centers) colleges, universities, high schools health departments private medical providers Medicaid or managed care organizations, military bases
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Timeline
Request for proposals- Wk of October 25th Proposal submission – last wk of Nov Subcontracts issued- Dec/Jan Period of performance : Jan 1 – Sept 30,
2011
https://procurement.aed.org/solicitations
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Additional GYT Efforts/Outreach for 2011
Corporate, media, lab, test manufacturer outreach
College outreach (HBCUs, HSIs, community colleges; sororities/fraternities)
School-based health centers IHS Minority media outlets
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Questions? Feedback?
Allison Friedman, MSDivision of STD Prevention
Centers for Disease Control & Prevention(404) [email protected]
For more info & to view AED’s Request for Proposals
https://procurement.aed.org/solicitations Assistance to support national GYT
implementation