Abstract: To What Extent Is the i Know Campaign Promoting Dialogue about HIV? A Look at Preliminary Data (2010 National Conference on Health Communication, Marketing, and Media)

Jami Fraze, PhD¹, Jo Ellen Stryker, PhD¹, Haneefa Saleem, MPH¹, Bridget Kelly, PhD², Annice Kim, PhD³, Booker Daniels, MPH¹ and Lolem Ngong, MPH¹, 1NCHHSTP/Division HIV/AIDS Prevention/Prevention Communication Branch, CDC, Atlanta, GA, 2RTI International, Washington, DC, 3Public Health Policy Research Program, RTI International, Research Triangle Park, NC

Theoretical Background and research questions/hypothesis: To be addressed by Stryker

Methods: To be addressed by Kim

Results: To date, we have collected data on the level of exposure/engagement/dialogue to i know messages in the week before the campaign launch (Feb. 25-March 3). These data provide a baseline level of dialogue to which post-launch levels can be compared. It also provides context about other campaigns with similar messages that might affect the amount of i know-related dialogue. We will provide an update on these results with an additional five months of data at the conference. Here are some baseline findings related to i know: 1) Blogs: There were 48 blog posts with the i know campaign messages. The estimated reach was .35% of global Internet users. 2) YouTube: 18 YouTube videos with messages related to talking about HIV were viewed a total of 16 times. Seventeen can be attributed to the New York City Council’s “I talk because” HIV prevention campaign. 3) Twitter: 153 Tweets were sent, including 101 retweets of a March 3 USA Today article about the i know campaign. 4) Facebook: The Facebook page had 5 status updates. One person posted a comment on March 3^rd, expressing interest in HIV prevention for youth. 5) i know website: There were 113 page views on March 3^rd, the day the site became live. Page views averaged 3 minutes and 30 seconds. 6) Earned media: There were 8 news stories with the i know campaign messages. The percent of global Internet users visiting these sources was .03%. 7) SMS text messages: At baseline, there were no subscribers to the SMS text message service. The baseline data provide a basis for comparison in the months following the campaign launch. By the time of the conference, we will discuss to what extent campaign activities may have affected on-line dialogue and engagement about HIV on these social networking sites over the five months since the campaign launch.

Conclusions: Will be available by the time of the conference

Implications for research and/or practice: Will be available by the time of the conference

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