Presented by Allison Friedman, MS, Health Communications Specialist, Division of STD Prevention, CDC, at the 2010 National Chlamydia Coalition meeting

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