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 Display Network Pandora Grindr/Scruff Cinema ads Broadcast radio

DELIVERY

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

CAMPAIGN

CAMPAIGN

SOCIAL MEDIA CAMPAIGN METRICS

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%

TESTING SITES

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

TESTING

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

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

CONDOM DISTRIBUTION

Free condom dispensers Condom locater tool 161 dispensers located around the state Promoted through knowyo.org website and digital ads

CONDOM DISTRIBUTION

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

FUTURE EFFORTS

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

CONTACT INFORMATION

Brittany Wardle

Communicable Disease Prevention Program Manager

brittany.wardle@wyo.gov

307-777-3562