HEY DUKE,

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THE PROBLEM

• Know Your Status Study• 90.7% of Duke students consider themselves as having “nonexistent” or

“very low” risk for acquiring HIV • 55.4% of students interviewed exhibited “risky behavior,” such as

unprotected sex. • 70% of students inaccurately assessed their risk of HIV infection

• STI prevalence in the U.S.• By the age of 24, 1 in 3 sexually active people will have contracted an STI• 2/3 of all STIs occur in people 25 years of age and under

• Lack of awareness at Duke• Many students are unaware of STI testing options, the confidentiality of

STI tests, and the coverage of tests.• We’ve become desensitized to traditional PSA campaigns

PRELIMINARY RESEARCH

• Research on risky behavior and lack of STI knowledge at Duke

• Interview with Ms. Hanson at Student Health• Issues at Duke: • “I’m invincible!”• Need to promote safe sex practices

• STI testing at student health• Student worries about lack of confidentiality/cost of testing• Insurance plans, HIPAA• History of STI testing at Duke

• Feedback on poster and video campaign idea

OUR GOAL

• Educate the Duke population on STI prevalence

• Promote condom use

• Encourage STI testing

• Provide information about STI testing

ACHIEVING OUR GOAL

• Poster campaign:• Catchy phrase• Piggy-back on a popular poster trend (Keep Calm and Carry On)• Use of humor

• Video campaign:• Utilize visual elements• Use of Duke student narrative• Incorporate STI prevalence statistics• Include information on STI testing at Duke

VIDEO AND POSTER PREP

• Video• Watched other “Draw My Life” videos• Engaging and relatable narratives• Storyboards• Preliminary sketches• Fitting a coherent narration

• Posters• Research on successful/unsuccessful posters• Learning Adobe Photoshop on the fly

POSTER CAMPAIGN

POSTER CAMPAIGN

POSTER CAMPAIGN

VIDEO CAMPAIGN

http://www.youtube.com/watch?v=qk0CFUDYQbE

WHAT WORKED/WHAT DIDN’T WORK

• Original idea: • traditional PSA format with interviews at Student Health and

Duke freshmen

• Changes:• broaden our audience to all Duke Undergrads• steer away from standard PSA format• include more visual elements to engage the audience

QUESTIONS?