THE DIGITAL AGE OF PEER EDUCATION:HOW TO LEVERAGE NEW MEDIA IN PEER EDUCATION PROGRAMS

April 28, 2015 #YTHLive

OUTLINE

• TeenSource + Digital Peer Educator Program overview

• Why the digital model for peer education makes sense

• New media best practices + youth-generated content

• Impact – peer educators + families

• Impact – TeenSource.org

• Key takeaways

OUR REACH

• Almost 900,000 TeenSource page views yearly; 500,000 unique users

• 90% of new website visits are on mobile devices

• TeenSource social media• 8,543 Facebook Likes• 3,089 Twitter followers• 450 Instagram followers

• 3,846 unique subscribers to the Hookup • 6,243 requests for clinics across 51 of 58 California counties

• CAP: 340,451 unique visitors since launch, 11,000+ mailers sent out

TEENSOURCE DIGITAL PEER EDUCATOR PROGRAM OVERVIEW

• Recruit and hire 10 youth from California “hot spots”

• Trained on • STDs• Birth control• Healthy relationships• Teen rights• New media best practices

• Assign to create content for TeenSource.org and social media

TEENSOURCE DIGITAL PEER EDUCATORS – CLASS OF 2015

WHY GO DIGITAL WITH PEER-DIRECTED SEX EDUCATION?

• Decreased funding for pregnancy prevention programs

• Rising STD rates, racial/ethnic/geographical health disparities w/ STDs and unintended pregnancies

• Need to meet youth where they are – online and on their phones

• 95% of teens are online• 93% of teens have regular access to a computer• 81% of online teens use social media• TeenSource.org reaches over 500,000 unique users annually

MOVING INTO THE AGE OF DIGITAL PEER EDUCATIONTraditional Peer Educator Model Digital Peer Educator Model

Aims to empower youth Aims to empower youth

Reaches smaller # of youth – less cost effective

Reaches 500,000 unique TeenSource.org users/year (more bang for our buck!)

Offline, community-based Online, aims to reach youth statewide

Primary goal: aims to impact peer educators themselves (knowledge, attitude, behavior changes)

Primary goal: create teen-friendly content to engage + educate youth statewide

Secondary impact: knowledge, attitude, behavior changes among peers receiving education

Secondary impact: knowledge, attitude, behavior changes among peer educators, their families + communities

NEW MEDIA TRAININGS KEY TO CREATING ENGAGING CONTENT

• Multi-media consultant @girardinl trained youth through online monthly meetings

• Shared best practices on:• Digital storytelling • Shareable writing• Shareable video• Social media• Public speaking/community presentations

• Immediately asked youth to utilize new skills through assignments

SHAREABLE WRITING

SHAREABLE GRAPHICS

SHAREABLE VIDEOS + DIGITAL STORIES

SOCIAL MEDIA

PROGRAM IMPACT – PEER EDUCATORS

• The program positively impacted peer educators

• 100% of surveyed youth reported an increase in knowledge

• Increased new media and professional development skills • Increased knowledge in SRH

• 100% of surveyed youth reported positive behavior change

• Increased communication about SRH w/ friends• Increased communication about SRH w/ parents and family• Increased comfort communicating about SRH w/ clinicians

PROGRAM IMPACT – EMPOWERING YOUTH “I thought I knew all there was to it in the beginning but I learned a lot

more.”

“It’s made me a lot more willing to give advice to my friends since I now know the facts instead of maybe, kinda having an idea about it.”

“[The program] makes me want to always be safe…I can talk to my doctor now and be comfortable discussing these topics.”

“I feel that people at my school were able to trust me. People actually and honestly believed in me for something.”

“My best experience has been talking with my parents. I finally am able to talk to my dad now. I can say ‘sex’ and talk about what I’m passionate about.”

PROGRAM IMPACT – EMPOWERING YOUTH

PROGRAM IMPACT – PEER EDUCATORS’ FAMILIES

• 100% of surveyed parents reported increased knowledge on the importance of parent-teen communication

• 100% of surveyed parents reported increased communication with their teen about sexual and reproductive health

PROGRAM IMPACT – PEER EDUCATORS’ FAMILIES• “[Sex] is a hard subject to bring up in my culture, but blogging and

everything my daughter is learning makes it easier for us.”

• “I learned I'm not in this alone and that there are many other parents who share the same concerns. I know now there are resources available where parents can seek advice for a better approach to communication.”

• “I know other parents who have rocky relationships with their kids and my daughter gave me information to share with them to communicate with their kids.”

• “…She said girls who were afraid to talk to their parents come to her. She wants a career in communications and our relationship is even better.”

PROGRAM IMPACT – TEENSOURCE.ORG

• Since launch of program, TeenSource.org page views have increased by 27%

• TeenSource.org unique users have increased by 33%

• TeenSource Facebook impressions have increased by 49%; page likes increased by over 400%

• TeenSource Twitter potential impressions have increased by 63%; followers increased by 172%

KEY TAKEAWAYS

• Digital sex education is innovative, cost effective

• Digital peer education model creates relevant, engaging content

• Content correlated with increased web and social media engagement

• Peer educators gained knowledge, skills, and positively influenced behavior

STAY CONNECTED! Learn more @ TeenSource.org

@teensource

TeenSource.org

@teensourceorg

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