Addressing urban teen sexual health through social marketing

Chlamydia and gonorrhea rates are disproportionately high among black and Latino teens in urban areas of Massachusetts. Funded by the state and using a social marketing approach, The Medical Foundation developed a brand of teen-friendly health services, including sexual health services, and an accompanying website and campaign, “URhealthstyle” (www.URhealthstyle.com). Audience research showed that young people view their health in a holistic way (non-sexual as well as sexual health issues) and are concerned with stigma and privacy issues; therefore, they may not be as receptive to a health message or services addressing only sexual health. Additionally, many adolescents across the state did not know how to access a variety of health services, particularly those that are confidential and teen-friendly.

The website's primary feature is a searchable database of a “virtual network” of health and social service providers offering health and social services to adolescents. The website and brand have been marketed via print publications and collateral items distributed through network providers, street marketing teams, and public transit media; a training initiative will support the development of peer health leader groups, through which young people can educate their peers about sexual health and promote the URhealthstyle brand and services.

Discussion will include the value of audience research, how findings shaped the ultimate direction of the campaign, and how the campaign was executed with the active involvement of young people (in the roles of creative development and marketing).