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. Author manuscript; available in PMC: 2019 Nov 20.
Published in final edited form as: Soc Mar Q. 2014 May;20(2):116–138. doi: 10.1177/1524500414530386

Table 2.

Campaign Reach and Exposure: Select Process Measures, Reported by Site.

Organization (Location) On the Ground Activities Material Distribution Traditional Media New and Social Media
County Health Department A (Illinois)

  • 22 promotional events held, reaching an estimated 984 individuals

  • Educational presentations reached ~ 792 youth

  • 36 hr of donated time by peer educators for outreach, recruitment

  • 3,800 safer sex kits with condoms distributed at events

  • 2 community newspaper ads (20,000 impressions)

  • 22 press releases (227,350 impressions)

  • 1,300 combined social media impressions;

  • 44 Facebook fans (estimated 70 FB users exposed to GYT posts each month)

  • 12 Twitter followers

  • 4 MySpace friends
County Health Department B (California)

  • 5 college campuses hosted GYT events/health fairs, reaching 6,000 individuals

  • 30 presentations in middle schools

  • 8,000 safer sex packs

  • 5,000 handbills,

  • 500 posters

  • Print ads, earned local TV, and radio coverage

  • 8 ads ran in four college newspapers, reaching 35,000 students

  • 20 bus shelters and 20 bus backads (1 1,657,520 impressions/month)

  • Digital ads on campus screens (no # provided)

  • Online advertising (website)

  • 6 likes on Facebook page (estimated 60–80 impressions/Facebook post)

  • 10 people signed up for texting service
CBO (Washington DC)

  • 34 presentations, reaching 384 youth;

  • Peer educators reached an estimated 10,817 youth

  • promotional events (basketball tournament, fashion show and skating party) reaching 432 youth

  • 5 community events, reaching 610 individuals

  • GYT content integration into school curricula, reaching 1,210 students;

  • GYT content integration into SISTA program, reaching 68 African American young women

  • 2,000 safer sex packets distributed

  • small media disseminated through partners and events (not tracked)

  • Traditional media not used

  • Website traffic increased by 743% from baseline (average of 750 hits/month), majority of traffic came from users typing in URL directly

  • 533 texts received to sexual health texting service

  • 302 new Twitter followers (6 months)
Clinic A (Kentucky)

  • 5 seasonal mini campaigns implemented;

  • 100+ attendees at Valentine’s day craft party

  • 32 educational workshops

  • GYT jeopardy game reached 20 participants

  • 101 new patients served in clinic during implementation period; 19.8% reported their visit was prompted by a GYT program

  • > 4,881 materials distributed (included 2,000 gift bags)

  • 3 paid ads in newspapers

  • 4 ads and an interview on Spanish-language radio

  • Clinic Facebook page updated with GYT messages (no tracking metrics provided)
Clinic B (New Jersey)

  • STI Game at the Get Lei-d event reached 300 youth participants

  • Poster contest: 4 winning posters used to promote GYT online, at tabling events and in schools

  • 2 health fairs at teen events

  • GYT skits reached estimated 161 individuals

  • 900 safer sex kits distributed

  • Posters, flyers, GYT pins, and palm cards also distributed (no # provided)

  • Ads in movie theaters

  • 1 radio interview on sex talk show

  • Facebook ads prompted 821 click through to clinic website
Clinic C (South Dakota)

  • 30 presentations reached ~ 1,130 middle school students

  • GYT booth at district health fair reached 500 students

  • Residential program presentation reached 25 teens;

  • Four clinic open houses drew 66 participants

 Material distribution at concert (3,500 attendees):

  • 352 GYT bookmarks

  • 554 GYT handouts;

  • 2,000 condom compacts

  • 100 t-shirts

  • >2,000 other materials

  • 344 radio ads

  • 1 radio interview

  • 4 magazine ads

  • Facebook ads and electronic billboard ads placed
University A (Baltimore, DC, Philadelphia)

  • 2 GYT events (GYT concert, other), reaching 250 youth

  • 200 self-collection kits distributed at concert event

  • # of brochures, business cards, and t-shirts distributed not tracked

  • Print ads in 4 community papers

  • Weekend radio ads (2 stations)

  • 2,430 kits requested via web and SMS requests (Jan–Sept)

  • 11,399 (65.7%) of web visits came from users entering the website directly. Other web referrals from: online media coverage (msnbc; 6%), Facebook (3.8%), OK Cupid (2.8%), google.com/url (3.8%), and google.com/search (3.2%);

  • 669 kit requests in April compared to 101 in January (precampaign);

  • 145 Facebook likes
University B (California)

  • Presentation and outreach activities reaching 1,411 individuals

  • 500 condom-shaped key chains distributed

  • Outdoor/public transit ads reached ~ 1000+ individuals/day

  • No tracking metrics provided
University C (Missouri)

  • GYT Kickoff event with four nonprofit organizations

  • 30 educational presentations (average 20–30 attendees)

  • 4 events using the GYT jeopardy game;

  • 3 courses integrated GYT content during semester

 Distributed:

  • 7,000 condom machine stickers/quarter sheets

  • 150 flyers

  • 421 table tents

  • 240 t-shirts

  • GYT campus banner received 90,000 impressions

  • Campus bus wraps and poster ads reached > 1,000 students/day

  • 35 new Facebook friends (eventually shifted funds from Facebook ads to more popular channels with audience);

  • 55 downloads of mobile app;

  • New online game, GYT links, and online sexual health information

Note. CBO = community-based organization; FB = Facebook; GYT = Get Yourself Tested; SMS = short messaging service; TV = television