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Update on CDC’s CT/Infertility Prevention Social Marketing Effort:Integration into GYT
1. Update on CDC’s CT/Infertility
Prevention Social Marketing Effort:
Integration into GYT
Allison Friedman, MS
Division of STD Prevention
Centers 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.
2. 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)
3. 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 STDFocus
Builds on familiar brand, normalizes testing behavior
Appeals to both M+F, but dissemination strategies &
program activities target women more heavily
4. 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
5. 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
6. 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)
7. Yo uthStyle s 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
8. 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
9. 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
10. Local Campaign Support
Target 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
11. 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
12. 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
13. 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
14. Questions? Feedback?
Allison Friedman, MS
Division of STD Prevention
Centers for Disease Control & Prevention
(404) 639-8537
alf8@cdc.gov
For more info & to view AED’s Request for
Proposals
https://procurement.aed.org/solicitations
Assistance to support national GYT implementation