This presentation will discuss how a local health department developed a social marketing campaign to promote its mobile clinic services to hard-to-reach adolescents and young people at high risk for sexually transmitted diseases and HIV/AIDS. The health department collaborated with a cable television station to develop and produce a television commercial about its mobile clinic services to increase screening and testing for STDs and HIV/AIDS. This commercial advertisement known as the "Get Tested Campaign" was written by mobile clinic staff and featured staff and peer youth health educators. It focused on speaking to youth about the importance of testing and displayed test sites, dates and times. The commercial was produced in both English and Spanish and aired over the summer months during primetime on cable stations such as MTV, VH1, ESPN, BET, as well as Hispanic stations. Evaluation of the "Get Tested Campaign" indicated an increase in testing numbers across all ethnic groups during and immediately after the commercial ran. The development and funding of the commercial advertising of sensitive subject matters by a local health jurisdiction will also be discussed.
Learning Objectives: 1. Understand the importance of innovative appraoches to reaching youth. 2. Discuss the results of a targeted media campaign for STD and HIV education and testing. 3. Describe the benefits of a "Get Tested Campaign."
Keywords: Social Marketing, Youth
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.