Social MediaSocial MediaGoing Viral Against Going Viral Against

HIV/STIHIV/STIss

Marketing CampaignMarketing CampaignNew York State Department of New York State Department of

HealthHealthAIDs Institute AIDs Institute

CAMPAIGN CAMPAIGN •Facebook/Live Town Hall for World Facebook/Live Town Hall for World

AIDS DayAIDS Day• November 29, 2011November 29, 2011

• focused on young people focused on young people

• designed to encourage the use of social media designed to encourage the use of social media against HIV and sexually transmitted diseases against HIV and sexually transmitted diseases

• highlight the strong connection between highlight the strong connection between adolescent alcohol/drug use and sexual  risk adolescent alcohol/drug use and sexual  risk behaviorbehavior

Campaign deatailsCampaign deatails• Distinguished PanelistsDistinguished Panelists

• Dr. Donna Futterman, Dr. Donna Futterman, Director of the Adolescent AIDS Program at Director of the Adolescent AIDS Program at Montefiore Medical Center and Professor of Clinical Pediatrics at Montefiore Medical Center and Professor of Clinical Pediatrics at Albert Einstein College of Medicine in the BronxAlbert Einstein College of Medicine in the Bronx

• Marvelyn Brown, Marvelyn Brown, spokesperson for the "We are Greater Than AIDS" spokesperson for the "We are Greater Than AIDS" national campaign sponsored by the Kaiser Family Foundation and co-national campaign sponsored by the Kaiser Family Foundation and co-author of The Naked Truth: Young, Beautiful, and (HIV) Positiveauthor of The Naked Truth: Young, Beautiful, and (HIV) Positive

• Dr. Jeffrey ReynoldsDr. Jeffrey Reynolds, Executive Director of the Long Island Council , Executive Director of the Long Island Council on Alcoholism and Drug Dependence, Vice Chair of the NY State AIDS on Alcoholism and Drug Dependence, Vice Chair of the NY State AIDS Advisory Council, and creator of "Too Good for Drugs," a substance Advisory Council, and creator of "Too Good for Drugs," a substance abuse prevention program for students in grades K through 12abuse prevention program for students in grades K through 12

• Answered questions by live audience members and those Answered questions by live audience members and those posted on Facebook and on the DOH siteposted on Facebook and on the DOH site

• Young people were also offered the chance to record Young people were also offered the chance to record a short video answering the question "What Can I Do to a short video answering the question "What Can I Do to Make a Difference?"Make a Difference?"

Media Interactions Media Interactions • Facebook AdvertisingFacebook Advertising

• Link from FacebookLink from Facebook

• Post questions online to the webcast to be Post questions online to the webcast to be answeredanswered

• Blogs about the campaign Blogs about the campaign

Questions askedQuestions asked• Among the questions:Among the questions:

• "How can you tell if someone has HIV?"How can you tell if someone has HIV?””

• "If both partners test negative, do they still have to use a "If both partners test negative, do they still have to use a condom?condom?””

• "With an undetectable viral load, can someone still pass on "With an undetectable viral load, can someone still pass on the virus?the virus?””

• "How did your family and community treat you when they "How did your family and community treat you when they found out you were positive?found out you were positive?””

• "Why are so many young black women becoming infected?"Why are so many young black women becoming infected?””

• "Why should you take the test if there is no cure?""How "Why should you take the test if there is no cure?""How can you drink and still keep yourself safe?"can you drink and still keep yourself safe?"

Campaign WEBCASTCampaign WEBCAST• http://nyconferences.org/socialmedia/wad/http://nyconferences.org/socialmedia/wad/

webcast.cfmwebcast.cfm

Campaign snapshotCampaign snapshot

• http://www.youtube.com/watch?http://www.youtube.com/watch?v=pNl3wClMBe8&feature=player_embeddedv=pNl3wClMBe8&feature=player_embedded

• BlogBlog• http://www.nyconferences.org/socialmedia/http://www.nyconferences.org/socialmedia/

blog.cfmblog.cfm

ReferencesReferences• NewYork Conferences.org. 2012. Going Viral NewYork Conferences.org. 2012. Going Viral

against HIV/AIDS. Retrieved from: against HIV/AIDS. Retrieved from: http://nyconferences.org/socialmedia/index.cfhttp://nyconferences.org/socialmedia/index.cfmm

QUESTIONSQUESTIONS

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