KNOWYO CAMPAIGN Brittany Wardle, MPH, CHES Communicable Disease - - PowerPoint PPT Presentation
KNOWYO CAMPAIGN Brittany Wardle, MPH, CHES Communicable Disease Prevention Program Manager Wyoming Department of Health KNOWYO.ORG CAMPAIGN Components Testing Condom Distribution Education Media used Facebook Google
Brittany Wardle, MPH, CHES Communicable Disease Prevention Program Manager Wyoming Department of Health
Components
Testing Condom Distribution Education
Media used
Facebook Google Display Network Pandora Grindr/Scruff Cinema ads Broadcast radio
Contractor: Adbay.com
Selected through state procurement processes
Website: www.knowyo.org Target Market: Wyoming residents
15-30 years old
Strategies
Promote low/no cost vouchers for testing Promote access to free condoms
Tactics
Use real-time surveillance data to inform real-time campaign efforts Normalize and routinize testing Educate individuals on risks
Number of vouchers redeemed
2016: 4,674 2017 (YTD): 4,356
Redemption to Visitor Ratio
2016: 4.9% 2017 (YTD): 5.2%
Click-Through Rate (industry standard, 0.1)
Facebook: 1.61% Google Display: 0.38% Pandora: 0.11%
42 voucher sites
Public Health Nursing offices Title X clinics Federally Qualified Health Centers Community Mental Health and Substance Abuse Treatment Center
DIS frequently refer contacts to voucher sites during partner services for testing Every county has at least one voucher site All voucher sites enter positive reportable diseases and HIV tests into the state surveillance system (PRISM) Sites are reimbursed for laboratory fees at the Wyoming Public Health Laboratory rate
Patients or voucher site may generate a voucher for testing Patient/Voucher site must enter:
Gender Age Insurance status Risks Preferred voucher site for testing
Vouchers may be used for the following tests:
Chlamydia/Gonorrhea Hepatitis B Hepatitis C HIV Syphilis
Testing is based on a comprehensive patient risk assessment
Extragenital testing is offered at all voucher sites
Testing is funded through STD AAPPS and HIV Prevention
Confirmatory hepatitis C and HIV tests are also funded under the program
Free condom dispensers
Condom locater tool 161 dispensers located around the state Promoted through knowyo.org website and digital ads
Free condom mailers
Includes 10 latex condoms, 10 packets of lube, materials about HIV/STDs, and information about how to get tested Individuals fill out an online form to order a condom mailer
Form includes age, gender, barriers to accessing condoms, name, and address
Initiative to ensure condom accessibility for adolescents
In 2016, 70% of condom mailers were sent to individuals 10-24 years old
7,360 condoms distributed (2017 YTD) Promoted through knowyo.org website and digital ads
2018 Campaign will include several new components:
PrEP (pre-exposure prophylaxis) PWID (persons who inject drugs) Risk specific messaging
Increase age of target market to 15-35 Website redesign Continue use of real-time surveillance data to inform just-in-time campaign efforts
Brittany Wardle Communicable Disease Prevention Program Manager brittany.wardle@wyo.gov 307-777-3562