GYT Development, Implementation & Partnership Processes- the CDC Perspective

Background:  About 19 million new sexually transmitted diseases (STDs) occur each year in the U.S., almost half of which are among youth (ages 15-24). Lack of information, misconceptions and stigma prevent many from getting tested.  To promote testing, diagnosis and treatment of STDs, it is critical to destigmatize and normalize conversations around STD testing.

Program background: In April 2009, MTV and the Kaiser Family Foundation (KFF), as part of its public information partnership, worked with CDC, Planned Parenthood Federation of America (PPFA) and other partners nationwide, to launch the GYT: Get Yourself Tested campaign. This broad-based campaign used on-air, online, and mobile components to increase STD testing and spark an empowering social movement for youth (≤25years) around getting tested for STDs. For its second year of implementation (launched April 2010), GYT adopted a fresh focus and expanded its tools, outreach, and partner base. Emphasizing “Get Yourself Talking,” the campaign encouraged youth to talk with providers and partners about testing through a series of on-air, online, and on-the-ground initiatives. In 2010, GYT was rolled out at college campuses and in over 4,000 health centers nationwide. This presentation will outline how CDC reached out to national and state partners to expand the GYT message and promote STD testing among youth in clinics and on college campuses across the country.

Evaluation Methods and Results: Process and outcome evaluation efforts in 2009 included brand awareness and behavioral impact questions on Porter Novelli’s National YouthStyles Survey, conducted through a consumer mail panel (N= 1,310). Survey results from Year I indicated that 12% of sampled youth had heard of the campaign in 2009.  Among them, 22% reported going to a health care provider and another 8% reported getting tested for an STD because of the GYT campaign. Increases were also reported in STD-related information-seeking and discussions with a partner, parent or family member about STD testing. Qualitative consumer research was also used to test GYT and other STD-testing messages, which helped direct messaging for the 2010 campaign. Year II campaign evaluations include a second round of questions on the YouthStyles Survey (summer 2010), as well as partner feedback surveys. Preliminary evaluation results will be shared, and challenges and victories encountered during implementation will be discussed from CDC's perspective. Improvements made between Year1 and Year2, based on consumer research and partner feedback, will be discussed.

Conclusions: The GYT campaign is reaching youth, with preliminary reports suggesting that it is impacting reported STD testing and other sexual health behaviors. Campaign messages and strategies continue to expand and evolve, based on audience research and strategic planning with GYT partners.

Implications for research and/or practice: The GYT campaign may serve as a model for the potential successes of public-private partnerships. It offers new, innovative and creative ways for mobilizing youth for the promotion of sexual health. Lessons can also be learned about how resources and partners can be mobilized for the conduct of free or low-cost evaluations.