Year 3 of GYT: Lessons Learned about Sustaining Youth's Attention While Expanding Reach and Partnerships of the Get Yourself Tested Campaign

Background: About 19 million new sexually transmitted diseases (STDs) occur each year in the U.S., almost half of which are among youth. 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 uses on-air, online, mobile and community components to increase STD testing and spark an empowering social movement for youth (≤25years) around getting tested for STDs. Each year, GYT adopts a fresh focus and expands its tools, outreach, spokespersons, and partner base. Messaging is based on a combination of public health priorities, consumer research, and an in-depth understanding of youth audiences.

Evaluation Methods and Results: Campaign reach and engagement are tracked through GYT kit orders, traffic to the campaign website and social networking sites (Twitter, Facebook, and blogs), and the number of new GYT ambassadors.  Behavioral intent and change are tracked through STD testing locator referrals, a national Youthstyles survey, and patient requests for STD tests at PPFA clinics in April; PPFA also tracks STD positivity rates to ensure the campaign is reaching its intended audience (i.e., those at risk for STDs). In 2011, local GYT efforts were also evaluated by 13 colleges and nine CDC-funded community programs. Prior to GYT’s re-launch in April 2011, GYT’s Facebook page had recruited 4,177 fans, its Twitter account had 1,719 followers, and 115,000 people had been referred to STD testing centers through its web and SMS locators. After its first two years of campaign implementation, available data from participating PPFA clinics revealed a 71% increase in patients presenting for STI testing in April (from April 2008- 2010), with a 5% and 9% CT positivity rate among females and males (respectively) in April 2010. According to a national survey, campaign awareness among teens (13-19 years; n=766) had reached 18%, with 17% reporting that they had talked to a provider about testing, and 10% reporting they had visited a doctor as a result of the campaign. In 2011, the campaign expanded to >200 college campuses and >5,000 health centers and community-based organizations. The campaign was promoted as part of a Take Action Tour concert series that reached >40,000 youth in 30 cities. 

Conclusions: Available data suggest that GYT is not only reaching youth, but impacting their discussions about sexual health and their actual STD testing behaviors. Each year, the campaign has expanded in reach and scope.

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 be learned both from the campaigns’ successes in using traditional and non-traditional media, as well as challenges encountered in promoting sexual health among youth.