Got the Hookup: Implementing a Text-Message-Based Sexual Health Information and Clinic Referral Service for Youth

New mobile communication technologies offer unique opportunities to reach youth. In April 2009, we launched the ‘Hookup', a statewide text-messaging service providing weekly sexual health tips and information about local clinics offering free or low-cost reproductive health services. To opt-in to weekly text messages, cell-phone users text the word 'hookup' to the short code 365247. Messages were developed by health educators based on issues identified in youth focus groups. Topics include STD prevention and screening, birth control, emergency contraception, sexual communication, domestic violence, substance abuse, LGBT issues, and confidentiality and consent. Each message contains a prompt to text the word 'clinic' plus a zip code to get clinic referrals, and a website link (www.teensource.org) for follow-up information. Low-cost marketing methods included promotion via local health departments, youth-serving organizations, and press releases to local newspapers. ‘Hookup'-branded materials (e.g., removable tattoos and stickers) were developed for distribution to youth. From April to December 2009, 2826 unduplicated users subscribed to the service. Overall, 938 clinic requests (748 unduplicated) were received for 429 zip codes, translating to 33% of subscribers requesting clinic referrals within 39 counties. Future evaluation plans include a text-message-based user survey and youth focus groups. Within its first nine months, the ‘Hookup' has effectively provided sexual health information to many users and has resulted in a high proportion of clinic referral requests across California. The ‘Hookup' is an excellent model of a low-cost program using health communication and mobile technology to facilitate youth access to sexual health information and services.