Let's Tweet about Sex: Using Social Media to Engage Youth about Sexual Health

Background:  Washington, DC has a high rate of youth who have been infected or are infected with an STD or HIV. The DC Department of Health conducted focus groups and found that DC youth are aware of safe sexual practices and abstinence for prevention of HIV/AIDS and STI transmission, but lack the skills and confidence to have conversations about condom use and STD testing. With 94% of teens going online daily and visiting Facebook, Instagram, Snapchat and Twitter, in that order, it is important to consider how social media defines many of the conversations that youth are having about sex. 

Methods:  To address this, Octane created an interactive multi-platform social marketing campaign called the #ShowOff Youth Empowerment Movement or #ShowOff to engage with youth in DC by encouraging them to celebrate their individuality through social media. The #ShowOff social media accounts and website are a positive platform to start conversations with youth about the importance of condom use, safe sex practices, and time between partners as well as providing information and resources around free HIV and STD testing centers, and free contraceptives in DC. Additionally, #ShowOff engages with youth through advertising, events, contests and activities that appeal to their interests and offer leadership opportunities. 

Results:  #ShowOff has grown into a youth-developed and led movement with the help of youth who provided thoughts for the campaign ads, insight on how #ShowOff can reach other local youth, ideas for social media content and contests, etc. The campaign has reached over 6,000 youth in Washington, DC through social media. 

Conclusions:  By offering a social media-based platform for youth to display their independence, accomplishments and goals, share messages about health, and engage with other youth, DC youth are able to develop the assurance needed in making the best decisions for their sexual health and well-being.