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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. For its second year of implementation (launched April 2010), GYT adopted a fresh focus and expanded its tools, outreach, and partner base.
Evaluation Methods and Results: The presentation will discuss the campaign’s on-air, online and mobile strategies used to promote STD testing and normalize sexual health discussions, including the use of MTV channels and celebrities. We will share specifics about the GYT brand, programming, and celebrity recruitment, as well as challenges and victories encountered during implementation, and subsequent improvements made between Year1 and Year2. We will discuss media tracking efforts of on-air and online programs in 2009 and 2010. At campaign launch in 2009, GYT was the most searched term on Google, the most tweeted on Twitter, and had the most discussed videos on Youtube. There were more than 270,000 unique visitors to the GYT campaign website, and over 400,000 online streams of GYT videos in April 2009 alone. Results for 2010 will be shared, including indicators of success from social networking and mobile components.
Conclusions: The GYT campaign has proven its success through campaign reach and audience response/participation. GYT has effectively mobilized youth through the use of innovative media strategies, celebrity spokespersons, social and mobile technologies, sweepstakes and other incentives. 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.