Frequently Asked Questions

How does the campaign work?
The You Know Different social marketing campaign is a component of NYAC’s National Youth HIV Testing Initiative and is designed for use on a local, grassroots level. It is ideal for organizations, which conduct HIV outreach and education as a part of their HIV prevention efforts for young people. The social marketing strategy is designed to integrate easily into community outreach efforts and events. Campaign materials (posters, palm cards, stickers, and web components) can be easily disseminated. While the campaign was designed for organizations to partner with others in their community to conduct the campaign, organizations with the capacity can implement that campaign on their own. The strategy has been successfully pilot tested in community coalitions consisting of local providers in Washington, DC, Bronx, NY and Florida.

How long does the campaign last?
While many communities continue to use the materials after the initial campaign run, the campaign is designed to last two weeks. This gives organizations a time frame and opportunity to highlight and celebrate youth in their communities and send tailored messaging to young people about the importance of their HIV health.

When does the campaign run?
Community coalitions decide which two-weeks to focus the campaign in their areas.

Things to consider when identifying when to run the campaign include:

• Amount of planning time needed to organize participating organizations
  • This includes time to coordinate with NYAC for web and material development
• Seasonal considerations
• Traffic and movement patterns of youth (i.e., school calendars, etc)
• The campaign suggests a 6 weeks roll-out of materials before the launch date
• Organizational calendars

Is my organization required to attend special trainings to participate?
No, but for the You Know Different campaign to be successful, it is important that organizations and agencies which provide HIV counseling and testing to youth and young adults have the necessary understanding of the competency and skill level that is required to implement a social marketing campaign and provide these services to youth and young adults.

The National Youth Advocacy Coalition has developed a two-day training that compliments the social marketing campaign. The training provides organizations with a day of skills building for staff conducting HIV testing that is tailored to the needs and developmental levels of youth – particularly sexual minority youth and youth of color. The second day of training which also includes program staff focuses on using the social marketing materials as outreach tools in your community and implementing the You Know Different campaign.

The skills building training is designed for HIV counseling and testing staff and covers topics such as:

• Adolescent development as it relates to HIV health and decision making
• Considerations for providing HIV testing to youth with an emphasis on youth of color and sexual minority youth, and
• Practical and reality based counseling and testing protocols for use with either standard or rapid test technology in any setting.

The second day of training incorporates supervisors and program staff and focuses on implementing You Know Different on a local community level complete with the necessary materials and evaluation tools. These trainings are offered regularly and may be required to conduct the You Know Different Campaign.

Where do I get the materials?
To start the process, click here and submit a request for more information. Our staff will contact with you and ask you to complete a “readiness assessment” which will provide NYAC with information about your organization and assist us in determining the appropriate level of training and technical assistance that your organization may need to be able to conduct the campaign. If needs are identified, NYAC will give you more information about upcoming trainings in your area. If no needs are identified, your request for materials will be processed. This process will be determined by whether you are taking a coalition approach to the campaign or implementing it individually.

Is there a cost associated with participating?
The National Youth HIV Testing Initiative is funded through a cooperative agreement with the Centers for Disease Control and Prevention, Division of HIV/AIDS, Capacity Building Branch. Training, technical assistance, and materials to support the social marketing campaign are provided free of charge to community-based organizations and health departments which receive direct funding from CDC as well as those organizations which receive health department funding. There may be a minimal charge for organizations and service agencies, which do not fall into either category, depending on the level of demand for the materials. For more information contact NYAC at ykd@nyacyouth.org

How do I know this strategy works?
Over the last year, NYAC has been conducting pilot demonstration phases of the strategy (both organizational training and implementation of the social marketing campaign) to assess the effectiveness of both the increase in capacity of organizations to conduct a social marketing strategy which increases the number of youth and young adults who test for HIV infection. Data from the 2005 pilot campaign have suggested that the strategy has resulted in positive outcomes on each level.

Click here to see a complete analysis of the 2005 evaluation data.