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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 presentation will describe the genesis of GYT, including its evolution from the It’s Your Sex Life Campaign (a partnership between the KFF and MTV), and the epidemiological and consumer research that served as the impetus for GYT. It will discuss the campaign’s target audience, goals, objectives, and strategies, and the assets that key partners brought to the table, with particular focus on the role of KFF.
Evaluation Methods and Results: In Year I, clinic evaluations were conducted at Planned Parenthood clinics across the country to track campaign success, comparing patient demand for STD testing in April 2009 to April 2008. Surveys indicated that in its first month of campaign implementation, the campaign helped fuel a 25% increase in STD testing at Planned Parenthood clinics nationwide. For its second year of implementation (Year2 launched April 2010), GYT adopted a fresh focus and expanded its tools, outreach, and partner base. We will discuss the new emphasis on “Get Yourself Talking,” which encourages 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. Other process measures used to track the campaign's reach and success in 2010 will be discussed.
Conclusions: The GYT Campaign has become an example of the potential successes of public-private partnerships, harnessing the power and creativity of the media industry with national service providers and public health partners.
Implications for research and/or practice: Challenges and lessons learned in the development and maintenance of this partnership effort will be discussed, with implications for the field.