Online Program

Keep it strong ATL: Reducing teen dating violence through social media

Tuesday, November 5, 2013 : 10:45 a.m. - 11:00 a.m.

Lauren Bishop, MPH, CHES, Department of Behavioral Science and Health Education, Emory University Rollins School of Public Health, Atlanta, GA
Danielle Lambert, MPH, CHES, Emory University Rollins School of Public Health, Atlanta, GA
Stephanie Guetig, MPH, Department of Behavioral Science and Health Education, Emory University Rollins School of Public Health, Atlanta, GA
Paula Frew, PhD, MA, MPH, Emory University School of Medicine & Rollins School of Public Health, Emory University, Decatur, GA

The Jane Fonda Center implemented Start Strong Atlanta's social marketing campaign, “Keep It Strong ATL,” in 2007 to promote healthy relationships and reduce dating violence among 11-14 year olds. A formative evaluation was conducted to assess whether messaging aligned with programmatic goals, and “Web 2.0” social network channels effectively reached the intended audience. Mixed methodologies included thematic triangulation of multiple in-depth interviews, focus groups, and a cross-sectional survey conducted among program staff, youth leaders, and community partners, and web analytics from 2010-2012. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns. Evaluation findings revealed 4 key themes: 1) timing media updates to maximize visibility, 2) use of consistent social media mechanisms, 3) balancing message tone and delivery, and 4) incorporating dating violence prevention messages. Focus group results highlighted: 1) importance of reaching adolescents through Web 2.0 platforms, and 2) need for message dissemination via peers. Survey results revealed Facebook and Twitter exhibited greatest appeal and most frequent visits. Analytics revealed that 76.5% of audience reached was female, yet 3.5% of “likes” were from the target audience. The results indicate variance in audience message receptiveness, source evaluation, and media consumption. The social media campaign is reaching predominantly women who are outside of the target age range of 11-14 years. Thus, messages, content, and mechanisms used will need to achieve greater reach and message relevance among the target audience.

Learning Areas:

Assessment of individual and community needs for health education
Conduct evaluation related to programs, research, and other areas of practice
Planning of health education strategies, interventions, and programs
Social and behavioral sciences

Learning Objectives:
Explain importance of social media campaigns to promote development of healthy adolescent relationships among 11-14 year olds. Describe how social media campaign fosters prevention of adolescent dating abuse. Evaluate messages and channels of social media and potential impact on target audiences.

Keyword(s): Adolescent Health, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: As an experienced evaluation leader for the Jane Fonda Center at Emory University, I coordinated the planning and execution of this project. I have qualitative research expertise, and experience in evaluating social media and conducting web-based content analysis. Having earned an MPH and CHES credentials, I also worked on violence prevention programs in conjunction with several international organizations and I currently serve as a qualitative analyst for the national HPTN 064 qualitative study component.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.