Know the Facts First: An inside Look at an Audience-Driven Campaign for Teen STD Prevention

Background: About 1 in 4 teens in the United States has a sexually transmitted disease (STD). To address the high STD rates among teens, the Office on Women’s Health (OWH), in collaboration with the National Alliance of State and Territorial AIDS Directors and National Coalition of STD Directors, created Know The Facts First (KTFF)—a public health campaign that provides teen girls (ages 13-19) with accurate information about STDs and STD prevention so they can make informed decisions about sexual activity. The campaign aims to provide teens with resources about STDs so they will engage in healthy conversations, and feel empowered to protect themselves from STDs. The campaign was driven by insights from teen girls from diverse backgrounds, which informed the theoretical framework and implementation approaches for KTFF.

Program background: While this campaign is centered on awareness and education, its ultimate aim is to change behaviors. To guide the development of the campaign, a theoretical framework was developed based on constructs from three relevant behavior change theories: the Precaution Adoption Process Model, Protection Motivation Theory, and Ecological Framework. After establishing the theoretical framework, campaign planners used the four Ps to guide development of strategies and tactics.

• Product: The campaign’s main product is STD education and awareness.
• Price: Perceived costs included decreasing perceived rewards of early and unprotected sex and increasing belief that waiting to have sex and using protection will prevent STDs.
• Place: KTFF uses a mix of traditional marketing strategies to ensure teens have the information they need in the places where they already seek information. In addition to the campaign’s website, KnowTheFactsFirst.gov, advertisements and public service announcements are being placed in malls, magazines, schools, movie theaters, and on television and online. The campaign also is supported through social and earned media and partnerships.
• Promotion: Research indicated that while most teens girls were familiar with many STDs and how they are transmitted, teen girls were not likely to see themselves as being at risk. Additionally, they are not likely to be thinking about their risk of getting an STD while in the throes of sexual activity. Hence, campaign messages focus on increasing relevancy of the message, while simultaneously encouraging girls to make informed decisions—before they are in a risky situation. The primary message—and central call to action—is centered on the notion “before you are in the moment, take a moment.”

Evaluation Methods and Results: KTFF will employ process and outcome evaluation measures to determine campaign performance. As of February 2016, campaign implementation is still underway. Initial results will be available for presentation at NCHCMM.

Conclusions: By developing a solid theoretical framework and effectively employing the marketing mix, the campaign will increase the number of teen girls who accurately perceive themselves at risk for STDs and feel they have the information to protect themselves against STDs. 

Implications for research and/or practice: This session will help marketers recognize the importance of employing audience research, theory, and the marketing mix when developing social marketing campaigns and audience-centered resources.