Post on 20-May-2015
description
Roots of Risk : A model for technology based HIV prevention with Black Youth
Kelisha PeartYouth Campaign Coordinator Black Coalition for AIDS Prevention
Cause| • Black, African and Caribbean people accounted for 18.5% (1/5th) of all new
HIV infections in Ontario (Remis, 2006) In comparison Black people account for only 9% (1/10th)of Toronto’s entire population (Statistics Canada, 2001).
• Rates of HIV infection in Toronto’s Black communities have more than doubled since the year 2000
• Youth in Toronto are increasingly at risk for HIV infection • Youth are the highest infected group in relation to STIs such as Chlamydia
and Gonorrhoea • Low level of HIV knowledge (Roberstion,2007)• Low transfer rate of HIV knowledge • HIV prevention programs in Toronto tend to be temporary and short-term
and are largely based on information (ie. this is how you use a condom)
Black CAP Process|
Recommendation Flow
Chart|
MAC AIDS FUND|
MAC AIDS Fund’s Global Youth HIV Prevention Initiative
August 2008
Result |• ROOTS OF RISK PROGRAM
– Community level intervention – 24 months program– Mix of evidence-informed approaches
• Popular Opinion Leader Model• Social Marketing Design • Youth-led programming
– Involving female and male youth from 30 straight and 10 BMSM community
Objectives| POL
• Recruit 50 youth to act as Popular Opinion Leaders
• Provide youth with the means to distribute resources and information through technologies ( Cell phones)
• Increase HIV/AIDS knowledge transfer
• Develop risk reduction strategies
• Monthly session focusing on HIV related issues
• Distribute condoms, and resources • Promote the campaign in a range of media – print ads, transit ads, and
other events• Increase community access to HIV/AIDS info and services
Social Marketing • Leverage POL network to disseminate HIV
related info• Distribute weekly sexual health and relationship
messages • Create traffic to two of Black CAP’s websites
for youth (onenightyourchoice.com and getthelowdown.ca)
Onenightyourchoice.com
Getthelowdown.ca
Program Process|POL
• Recruitment of 50 POLs
– 30 straight identified, 20 LGBT
– Outreach - Black Youth programming, Community networks, Mass Email, Face Book
• Recruitment Style
– Group session
• POL Orientation Training Session
– 2 Full Day Orientation Training Session
• HIV/STI 101, Effective Outreach,Technology,Privacy, Support (Group Facilitators/POL Leads)
– Receive starter kit – Cell phone, T-shirt, bag, resources ect.
Social Marketing • Monthly Session / POL Campaign Delivery
– STI, HIV, Relationship, Peer counseling, Testing ect – Message development – Creative Marketing – Online skyp meetings
Evaluation• Evaluation, Support & Monitoring
– Pre/mid point and post evaluation, POL lead support, Contact sheet• Celebration
– Congratulate youth for completing the program and receive honorarium – Event that highlight marketing activities by youth, inclusive space for queer and straight
youth, promotional event for POL and there networks to be exposes to campaign.
Branding|Marketing Strategy
Text Message| POL develop message to inform and
educate peers in language used by youth
References: – Pop culture– Music – Statistics– Services – Current trends or Topics
Text Format|SAMPLE • BODY: (Make luv not war condoms r cheaper
than guns) • KNOWLEGDE: X # of youth btw 14-24 hav
HIV n don’t kno • RIPPLE (Send to 5 friends that u luv) • WEBSITE www.onenightyourchoice.com
Text Examples|• 22000 ppl get swin flu evry1 want 2 wear a mask 33 milli
AIDS cases no 1 wants to wear a condom. Condoms reduces the spread of HIV ~onenightyourchoice.com
• About half of African n Caribbean n black ppl in Ontario who have HIV don’t know. Do u know ur status? ~getthelowdown.ca
• Sex is like Mac Donald (I’m lovin it). Oral is like Subway (Eat fresh). HIV is like Gatorade (Is it in you?). Test 4 HIV 6mth-1yr~getthelowdown.ca
• Beyonce says if u like it u sud hav put a ring on it. A latex one. Rap it up~onenightyourchoice.com
• Ways 2 test 4 HIV a) blood test w/ needle b) rapid test (drop of blood) ~onenightyourchoice.com call 416-3922437
POL Developed Creative Marketing |• Documentary
• Community Events
• Photography
• Youth Zine
• Facebook Twitter
• Weekly HIV info groups
• Concerts
• Clubs
• Creating club events
• Web sites
• Magazine
Tracking the Ripple Effect|
• Website hits
• Monthly reports number of text sent
Evaluation| • Pre – Purpose to identify HIV and STI
knowledge level, risk reduction, frequency of HIV related conversation,
• Mid-term – feedback around program model • Post- Gauge change in knowledge self Peer,
risk behaviour change, frequency of HIV related conversation, suggested program changes
Evaluation Highlights|Demographics:- Age 16-22- Majority are first generation Canadians- All parents were born in Africa or the Caribbean - Listed as religious or did not disclose religion- Most reported HIV negative, or declined to report
HIV Knowledge: Pre program - ½ POL reported that there HIV knowledge was “Average”
Mid-term: ¾ youth express HIV knowledge to be “a lot” at mid point of program
Sexual Health Clinics : Majority don’t go to Clinic
top reasons:
Fear of being judged or embarrassed by staff
Services not friendly towards youth
Provide confidential services
Frequency of HIV related conversations
Pre- Averaged 3-6 conversation per month
Post- Average 6-9 conversation per month
Acquisition of knowledge
Number of text sent: 12000
“I always felt very comfortable to do it, whether people wanted to receive the messages or not.”~ POL (sending out text message)
“I feel like I’m helping out my friends”~ POL (sending out text messages)
“I didn’t feel comfortable once I saw my friends enter the club. So I stopped covering the table”~ POL (Outreach in club)
Lessons Learned|• Testing program- Implementation of buddy testing sub
program- Peer Supporting Peer through the testing process• Cyber Stigma • Mode of communication- Communication starts with SMS
transcends to social networking site then to real world interactions. To obtain STI information but not services for ½ of youth
• Headset- Mobile devices should be equipped with Qwerty boards and Data plans. Multiple send SMS function
•Recruitment- aggressive recruitment in youth LBGT space a result of spaces being undefined and hard to access LGBT youth participation was low.•Retention- Motivation for youth to stay in the program decreases if the initial drive was based getting a free phone or honorarium in comparison to youth who were interested in activism
Next Steps• Research ways to track messages beyond
peer networks (stage two)
• Post evaluation
• Duplication and sustainability