Successes and Lessons Learned From the National GYT: Get Yourself Tested Campaign, a Public-Private Partnership Effort to Promote STD Testing Among Sexually Active Youth

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 diagnosis and treatment of STDs, it is critical to destigmatize and normalize conversations around STD testing. 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 spark an empowering social movement for youth (<25years) around getting tested. The campaign promoted testing through celebrity spokespersons, new technologies, community outreach, and sweepstakes/other incentives. In its first month alone, 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. 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 rolled out at college campuses and in over 4,000 health centers nationwide. This panel will review the campaign history; discuss Year2 implementation and evaluation and how it built on the successes and lessons learned from Year1; and address the partnership engagement/management process from the perspectives of key GYT partner agencies.
Thursday, August 19, 2010: 12:45 PM-2:15 PM
Grand B
Reviewing the Development & Partnership Process of GYT: The KFF Perspective
Tina Hoff, Meredith Mishel and Alexa Binns, Entertainment Media Partnerships, Kaiser Family Foundation, Menlo Park, CA
GYT Implementation & Tracking: Successes From On-Air, Online & Mobile Efforts
Jason Rzepka, MTV, Public Affairs, MTV, New York, NY and Lily Williamson, MA, Public Affairs, MTV Networks, New York, NY
Clinic & Community Outreach: The PPFA Perspective
Vanessa Cullins, MD, MPH, MBA, Medical Affairs, Planned Parenthood Federation of America, New York, NY
GYT Development, Implementation & Partnership Processes- the CDC Perspective
Allison Friedman, MS1, Mary McFarlane, PhD1, Melissa Habel, MPH, CHES2, Wendee Gardner, MPH1 and Rachel Kachur, MPH3, 1Division of STD Prevention, CDC, NCHHSTP, Atlanta, GA, 2Division of STD Prevention, Centers for Disease Control and Prevention, Atlanta, GA, 3Department of STD Prevention, Centers for Disease Control and Prevention, Atlanta, GA
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