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Using SMS Text Messages to Reach Youth with Sexual Health Information
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Transcript of Using SMS Text Messages to Reach Youth with Sexual Health Information
ISIS 2009
Using SMS Text Messages to Reach Youth with Sexual
Health Information
Andrew Woodruff, MPHProgram Director, ISIS
National HIV Prevention Conference August 25, 2009
Atlanta, GA
ISIS 2009
• 501(c)3 organization founded in 2001
• Mission: To use technology and new media for sexual health promotion, disease prevention and development of healthy relationships
• We partner with communities, corporations and public health agencies to provide digital marketing and intervention services, including: Social Networking Apps, Websites, Mobile Platforms, Text Messaging, Online Contests, and more.
• Annual Sex::Tech Conference focusing on youth.
ISIS 2009
Today’s Talk
• What is SMS?
• SexINFO
• HookUP 365/24-7
ISIS 2009
SMS Text Messaging
• SMS = Short Message Service• Most used application on mobile phones, greater
usage than voice• Usage of a short code (5- or 6-digit phone
number) to provide mass delivery, adhere to best mobile marketing practices
• Opt-in model• Limited to 160 characters or less (2-3 sentences)
in the U.S.
ISIS 2009
SexINFO: A Public Health Response
• Rising chlamydia/gonorrhea rates among low-income African-American youth in the South East San Francisco
• Partnership with SF DPH, Community Advisory Board (clergy, CBOs, probation, etc.), and youth
• Before launch youth focus groups agreed that text messages are a private, accessible and culturally appropriate way to receive health information
ISIS 2009
The Service
• Text Keyword SexINFO to a shortcode
• Get back menu of commonly asked questions
• Text another Keyword for answer
• Receive nugget of information and 2 referrals
ISIS 2009
Marketing
• Bus shelter ads and posters in target neighborhoods
• Palm cards handed out in schools
• Banner ads on Yahoo!
• Press release picked up by local TV, radio and newspaper, and USA Today
ISIS 2009
Usage Statistics
• April-Oct ’06, 4500 inquires, 55% led to referrals• Nov-April ‘07, 2344 inquires, 19% led to referrals
• Top 3 Inquiries1. What 2 do if condom broke2. 2 find out about STDs3. What 2 do if u think ur pregnant
ISIS 2009
Usability Testing
• Checked service on the street with local youth• Found they were not getting past the 4th
question of the original 11 • Only 1/5 were getting from the questions to the
answers• We made slight changes to the service based on
this market knowledge, then launched a second marketing phase
ISIS 2009
Second Round of Marketing
• Video PSA on YouTube, MTV, BET, local cable access station
• Radio PSAs on KMEL (hip-hop and R&B)• Mobile website m.sextext.org• Awards: Webby, Full Circle Fund Technology
award, and Grassroots Techie• 204 inquiries in first 3 weeks, 97.5% led to
referrals
ISIS 2009
Preliminary Eval: AwarenessAJPH, March 2008
• 322 surveys collected at 3 SF clinics• 11% of clinic patients knew of SexINFO• 80% would sign up in the future• Patients from target audience MOST likely to
know about service:African-American, aged 12-18Lived in target neighborhoodsHad least expensive cell phone provider
ISIS 2009
Partnerships: California Family Health Council and Title X Clinics, CA STD Control Branch, CA Dept. of Public Health
ISIS 2009
• Partnered with ADIQ, California Family Health Council and CA Dept of Public Health
• Txt Hookup to 365247• Youth generated weekly sex info & life advice• Zip code Title X clinic and SBHC search
ISIS 2009Temporary tattoos, removable stickers, email blasts, NYTimes mention
ISIS 2009
Usage Statistics
• Launched April 15, 2009
• From April to July: 1074 unduplicated subscriptions to the hookup, with 109 unduplicated opt-outs.
• 386 clinic requests (290 unduplicated) were received, translating to 27% of subscribers requesting clinic referrals, mostly in dense urban locations
• Evaluation in progress: Via clinic sample and SMS
ISIS 2009
Lessons Learned• Text messages are good for increasing access to
services, appointment reminders and basic education. In-person services are best for complex, customized sexual health issues.
• Marketing and "stickiness" are iterative processes.
• Engage with your audience often. Tech trends change very fast.
ISIS 2009
Thank you!
ISIS-INC.org
409 13th St. 14th Floor Oakland, CA 94612
(510) 835-9400