Evaluation Part 2: The Role and Impact of Marketing in the “I Know” Home Test Kit Program

Baseline (n=301) and endline (n=599) evaluation surveys were conducted among young women of color to assess the impact of social marketing on the awareness and usage of the “I Know” home test kit program. Measures included aided and unaided awareness of the “I Know” campaign, screening behavior, chlamydia and gonorrhea knowledge, and awareness and usage of the home test kit. Women exposed to the campaign were significantly more likely to have tested for Chlamydia in the last 6 months than those not exposed. Additional evaluation survey results and the role of marketing and e-commerce techniques will be discussed.