engaging young people with sexual health through social and digital media - iusti europe 2016, ecdc...
TRANSCRIPT
Engaging young people with sexual health through social and digital media
Cary James – Terrence Higgins Trust 30th IUSTI European Conference 2016
September 15-17, Budapest
Terrence Higgins TrustTerrence Higgins Trust is the UK’s largest HIV and sexual health charity
with centres across England, Scotland and Wales. We're here
to provide information and advice about HIV and sexual health
and offer a range of services including sexual health checks,
counselling and support groups. We campaign for a world where
people with HIV live healthy lives, free from prejudice and
discrimination, and we promote good sexual health as a right and
reality for all.
Contents
- Champion volunteers within the target communities
- Easily accessible online tools and services
- Tailored adverts and targeted outreach through apps and social media
- Celebrity and influencer engagement
Championing Volunteers Within The Target Communities
Using volunteers instead of professional models offers a diverse range of people and a more inclusive and accurate representation of the target communities.
Championing Volunteers Within The Target Communities
We use our core social media followings to invite young people from within our communities to volunteer their time by modelling for the campaign.
Easy online tools and services
Easy online tools and services
Tailored advertising
Video advertising
YouTubers
- Reached out to
influencers
-Provided
participation packs
-Supported the
production of video
content
- Promoted content
through paid
promotion
National HIV Testing Week 2015
Results: support from 31 different influencers
• 170,000 views of influencer created content
• 126% increase in event reach
• 89% campaign recognition in post event evaluation
• 6,539 orders for postal HIV home-sampling tests by those 25 and under
Results
Lessons learned
- Representation and authenticity are important and powerful
- Paid advertising on social media can be effective
- Digital tools can be engaging and provide path to services and behaviour change
- “New” celebrities are eager to engage if you give them an easy and mutually beneficial way to do it
ECDC digital toolkit project Produced in partnership with SOA AIDS (Netherlands)
Be a resource on how to use new digital platforms for HIV prevention amongst MSM.
Act as a framework for building a successful social media and/or digital campaign
Be adaptable and usable by any organisation regardless of size or budget
Showcase examples of successful digital HIV prevention campaigns in Europe
Share expert advice from global industry experts and professionals
Share input from relevant organisations and target communities
Communicate new digital opportunities for HIV prevention
Act as a resource of relevant curated tools and articles
Will cover Facebook, Twitter, YouTube, Google and Mobile Apps
Thank you to our YouTubers and volunteer models, the team at THT, Soa AIDS, ECDC
and all of you for listening.Any questions?