Boston Public Health Commission Health Communications, Branding, and Marketing Using Traditional and Social Media Susan Harrington, Assistant Director of Communications

What is public health? - “I don’t know” - “They help people” Listen

New brand announcement

New logo, new brand National Public Health Logo

New website

Multiple Navigation

New website Avoid stagnant information Allow staff to update and edit their own pages

Challenges Hello. Hola. Bonjour. Olá. Top six languages in Boston: English, Spanish, Haitian Creole, Portuguese, Vietnamese, and Chinese (Mandarin/Cantonese)

Challenges Hello. Hola. Bonjour. Olá. Machine translation is very literal Still need to provide important information in multiple languages

Challenges “The flu is a germ.” Low reading literacy Provide documents with pictures Create videos Can’t forget on-the-ground communication and partnerships to spread message

Measurement: Google Analytics Should follow campaign launches and important news (H1N1 flu)

Measurement: Google Analytics Top Pages: Make them easy to find on web

Measurement: Google Analytics

Cross-Promote with Social Media

Created Channel on October 28, 2008 Stats: (As of 11/17/09) 68 video uploads 36 subscribers 4,055 Channel Views Nearly 20,000 Video Views

Customized Branding

Shown in movie theaters and on TV Drives back to BPHC Embed video within Web site Click to link to video

YouTube: Multiple Languages Click to link to video Make CDs for partners and community health centers Train the trainer sessions

Nonprofits: Premium branding capabilities The option to drive fundraising through a Google Checkout "Donate" button Ability to add a call to action overlay on your videos to drive campaigns Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause. YouTube channel for your Governent Agencies: Government, government department, or government agency can apply to become a YouTube Government Partner Advanced branding capabilities

Launched page on April 1, 2009 Currently have 465 Fans (as of 11/17/09) Share photos, videos, links, press releases Promote Commission-sponsored events Post polls on relevant health topics Highly Targeted Facebook ads as part of campaign media buys (STI prevention, Flu Prevention, Bike Helmet Safety)

Created account in February 2009 Created account in February ,510 Followers (11/17/09) 1,510 Followers (11/17/09) Post breaking news and public health alerts to inform residents during public health emergencies Post breaking news and public health alerts to inform residents during public health emergencies Promote new content on Facebook & YouTube Promote new content on Facebook & YouTube Share relevant content, links, videos, podcasts, blog articles Share relevant content, links, videos, podcasts, blog articles Re-tweet posts made by community partner organizations, the CDC, or other health departments Re-tweet posts made by community partner organizations, the CDC, or other health departments Used Twitter to tweet “live” from Boston Flu Summit using hashtag #FluSummit Used Twitter to tweet “live” from Boston Flu Summit using hashtag #FluSummit

Blog “Healthy Food on a Budget” A blog written and monitored by a registered dietician at the Commission, Kathy Cunningham Offers tips on saving at the grocery store, as well as quick and healthy recipes for the whole family Average hits: 10,280 monthly

Podcast “Boston Health Click” -A podcast series on important public health topics -Features brief, informative programs with health experts from the Commission and elsewhere -Critical platform during Boston measles outbreak

Texting Currently used for flu updates Will use in the spring for new campaigns: violence prevention and health equity

Street Theater Another way to “meet them where they are” BostonSexED, Start Strong

Putting It Together A Campaign In Action

STI Prevention Campaign Among Boston Public High School Students: ◦ 56 % of have had sex ◦ 40% of students younger than 16 have had sex ◦ 24 % of sexually active students had more than six partners. ◦ Only 71% of sexually active students had used a condom during their last sexual contact.

STI Prevention Campaign 1 in 4 sexually active Boston teens has a sexually transmitted infection (STI), including Chlamydia, gonorrhea, syphilis, and HIV. ◦ The rates are particularly high for teens of color.

STI Prevention Campaign City had $100,000 to spend on a First time that the city of Boston committed major funding for STI prevention ◦ Exclusively targeted sexually active teens, between ages 15 and 19 who represent the highest percentage of new cases of Chlamydia and gonorrhea in Boston.

Interviewing Boston Youth about STD/STIs, condom use

Video Contest on YouTube

Production of Campaign Commercial

Print Campaign

Condom Cards MBTA Placement ◦ King Bus Ads ◦ Subway Stations ◦ Inside Buses

Chronicles campaign activities with photos and videos created by the Commission. Fans of the page are allowed to anonymously ask questions about sexual health that are answered by Commission staff. They can also participate in opinion polls or get answers to frequently asked questions about sexually transmitted infections Link to free STI testing sites in Boston

T-Shirt and condom giveaways

“Protect Yourself in Style” Back-to-school contest Sponsored by Puma (Sept 2009)

Boston sexED Fan Page on Facebook July 15, 2009 the page officially launched. There are over 1,500 fans as of Oct 22, 2009

Demographic Breakdown Growth of fan base over time broken down by age and gender demographics. The majority of the fans (47%) are within the target audience’s profile being between the age of years old. 36% are between the age of The fan base skews female.

Top Cities the Fans are from

Local and National Media Coverage

Integrate Integrate traditional media materials (TV, Radio, Print) with new and social media ◦ Consistent messaging, design, look and feel

Promote Use current channels of communication to promote your social media platforms ◦ signatures ◦ Print materials ◦ Put buttons on your website Cross-promote: ◦ Use social media platforms to promote content you have on other platforms

Connect with Us Facebook.com/HealthyBoston Facebook.com/BostonSexED (STI prevention) Facebook.com/LiveByExample (violence prevention) Twitter.com/HealthyBoston YouTube.com/BostonPublicHealth