1. New York City HIV Testing Initiatives Data, Evaluation, and Community Engagement Berna Villanueva, MPH Candidate Data and Evaluation Intern Division of Disease Control, Bureau of HIV/AIDS Prevention and Control

2. History of the HIV/AIDS Epidemic New York City 1981‐2012

3. Bureau of HIV/AIDS Prevention and Control Mission To prevent new HIV infections and reduce morbidity and mortality among HIV-infected persons.

4. HIV/AIDS and Health Disparities

5. Image source: http://www.nyas.org/image.axd?id=74a215b1-8284-4cb9-8076-4178d1f3a8af&t=635090701973270000 Four Prevention Opportunities

6. Approach

7. NYC HIV Testing Initiatives Launched on National HIV Testing Day in 2008 Concluded in June 2011 Testing data collected by partners for baseline and duration of initiative 78 community partners Launched on World AIDS Day in 2010 Continuing until December 2014 Testing data collected by partners for baseline and duration of initiative 97 community partners Launch currently being planned Will be a citywide initiative Using the same model as Bronx Knows and Brooklyn Knows

8. Role of Knows Team Leadership - DOHMH and Community Led initiative HIV rapid test kits—for uninsured Technical assistance Borough-wide social marketing/media Testing event support Training on web-based reporting system HIV billing and reimbursement tutorial Activity coordination DOHMH Contributions

9. 5 Basic Indicators Number of HIV tests conducted Number of confirmed positive HIV tests Number positives linked to care Number confirmed newly diagnosed positives Number newly diagnosed positives linked to care

10. Contributions to Project National HIV Testing Day (NHTD) Evaluation Data Analysis Program Planning and Evaluation

11. Goals: To increase testing and HIV status awareness I. Social Media Marketing Campaign A.Tumblr Page B.Advertise on Grindr, Facebook, Twitter and Scruff C. Survey, Bitly, Analytics II. Health Fair Evaluation A.Public Event B.Survey C.Debrief with partners

12. Campaign Parameters Objective: Increase awareness of National HIV Testing Day (June 27th) and the available testing programs and locations NYC offers Demo targeting: MSM & Males A18+ Geo targeting: New York City (5 boroughs) Flight Dates: 6/23/14 – 6/28/14 Social Media Platforms: Tumblr, Facebook, Grindr, Twitter, and Scruff

15. NHTD Evaluation 21 testing partner agencies citywide 34 locations(14 Walgreens/Duane Reade, 1 Health Fair)

17. Results Reports from 7 testing partners out of 21 166 tests conducted, 1 reactive 82% of those tested are age 25 and older 61% of those tested are male 4% of those tested are MSM

18. Analytics PlatformPlacementImpressions Delivered Clicks Delivered Click Through Rate (CTR) Benchmark Rate Pop-up Display Rate FacebookSponsored Post 493,5922,6500.54%0.30%--- GrindrPop-up Broadcast 204,000*3,0650.02%0.01%--- TwitterSponsored Tweets 290,5153,0480.01%--- ScruffBanner Ad and Pop-up Display 154,780--- 0.07% Total1,142,8878,763**0.57%**---0.07%

19. Lessons Learned Limitations Lack of comparison group/baseline data Data only as good as what is reported – many sources No direct confirmation of those that “clicked” are the same individuals that got tested Strengths Data useful for financial planning of Social Media Marketing and NHTD Event Great way for utilizing Social Media Marketing in advocating public health agenda

20. Recommendations Train/orient the testers on importance of campaign and data being collected Better understanding of Social Media Marketing measures and standards Adequate time for event planning and engaging testing partner agencies

21. NHTD Health Fair Evaluation National HIV Testing Day (NHTD) Health Fair at Albee Square Mall in Brooklyn Objective: To increase awareness about HIV and to offer free HIV Testing 7 Testing Partner agencies

22. NHTD Health Fair Evaluation Key Points There were 52 people surveyed 73% age 25 and older 61.5% mentioned interest in HIV 96% found out about the event by walking by, 8% of walk by through outreach >50% people were attracted to event by DJ/Music, followed by tabling (21%) and availability of free HIV testing/services (5%).

23. NHTD Health Fair Evaluation Lessons Learned Favorable to have NHTD health fairs in high traffic areas Utilize outreach to increase event attendance and HIV testing Collaboration with partners is essential in community engagement

24. Data

26. Program Planning and Evaluation Formative Evaluation – M&E Plan Awareness Days – Social Media Plan

28. Acknowledgements The Knows Team HRTP BHIV NYC DOHMH USF

29. Questions?

30. References Cohen MS, Hellmann N, Levy JA, et al. (2008). The spread, treatment, and prevention of HIV-1: evolution of a global pandemic. J Clin Invest.;118(4):1244-54. HN Media. (2014). National HIV testing day report. [pdf file]. New York City Department of Health and Mental Hygiene. (2013, December). HIV Surveillance Annual Report, 2012. Retrieved from http://www.nyc.gov/html/doh/downloads/pdf/dires/surveillance-report- dec-2013.pdf