MySelfMyHealth Young people taking charge of their sexual health

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MySelfMyHealth.org: Young People Taking Charge of Their Sexual Health

Katherine Meerse Hennepin County Human Services and Public

Health Department

Anna Kruchowski Haberman

April 7,8 & 9, 2013 San Francisco, CA

Situation Overview

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Hennepin County, MN • Teen birth rates low overall in MN and HC • Big racial/ethnic disparities

Births per 1,000 females ages 15 -19, Hennepin Co., 2010:

• Black 64.0 • Latino 63.0 • White 8.0

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Safer Sex Initiative (SSI) • Clinic-based initiative for females ages 13-

19 – Funded by a grant from the U.S. Department

of Health and Human Services, Office of Adolescent Health (OAH)

Campaign Strategy

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Campaign Goals

• Promote the use of sexual health clinics by youth and young adults

• Portray audience in a positive light

• Authentically engage youth in the process

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Meet Our Youth Leadership

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We asked our teens…

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What are some positive things we can say about people who go to clinics?

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Our approach

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Strategic Premise: I’m taking charge of my sexual health.

There is nothing more important than being myself – mind, body, soul. My health is my past, my present and my future, and I’m the only person that can take care of me. No matter what decisions are made for me, this is one I'm ready to make for myself. I choose to take charge, to learn and to visit a clinic. I don't go because it's the easy choice, I go because it's the right choice for me. Strong, brave, courageous, whatever you want to call it, that's what I choose to be. I am taking charge of my sexual health.

Media Planning

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Media Planning Objectives

• Create quick exposure and buzz to increase use of Hennepin County clinics and services

• Establish relationship with youth and create sense of private conversation

• Consider summer media usage and behavior

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Mobile Considerations Regardless of income, most youth own a cell phone.

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Media Mix

The Creative Campaign

MySelfMyHealth.org

Website

Out of Home

Out of Home

Digital Ads

Television INSERT 30B_MySelfMyHealth.mov

Grassroots outreach

Results

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Reach • 21,261 visits to the website

– 43% of traffic came from mobile devices – Visitors to the interactive ‘Clinic Lowdown’ stayed 3x longer

• Over 6,000 people clicked to a specific clinic page on the website

• The TV spots were viewed approximately 75,000 times on YouTube

• Teens attended 12 events and distributed more than 10,000 posters, bracelets, lanyards, buttons and more to their peers

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In Clinics • Survey of 471 youth visiting participating clinics:

– 34% had seen the campaign – 15% reported the campaign helped them decide to visit the clinic

• Youth reactions:

– “I love this campaign – the ads, pictures and commercials! It’s really powerful.”

– “I am now taking better care of myself.”

Questions

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Contact Information

Katherine Meerse Hennepin County HSPHD

katherine.meerse@co.hennepin.mn.us

Anna Kruchowski Haberman

anna@modernstorytellers.com