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
History of the HIV/AIDS Epidemic
New York City 1981‐2012
Bureau of HIV/AIDS Prevention and Control
Mission
• To prevent new HIV infections and reduce
morbidity and mortality among HIV-infected
persons.
HIV/AIDS and Health Disparities
Four Prevention Opportunities
Image source: http://www.nyas.org/image.axd?id=74a215b1-8284-4cb9-8076-4178d1f3a8af&t=635090701973270000
Approach
NYC HIV Testing Initiatives
• Launched on National
HIV Testing Day in 2008
• Launched on World
AIDS Day in 2010
• Launch currently being
planned
• Concluded in June 2011
• Will be a citywide
initiative
• Testing data collected
by partners for baseline
and duration of
initiative
• Continuing until
December 2014
• Testing data collected
by partners for baseline
and duration of
initiative
• 78 community partners
• 97 community partners
• Using the same model
as Bronx Knows and
Brooklyn Knows
Role of Knows Team
DOHMH Contributions
• 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
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
Contributions to Project
• National HIV Testing Day (NHTD) Evaluation
• Data Analysis
• Program Planning and Evaluation
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
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
NHTD Evaluation
• 21 testing partner agencies citywide
• 34 locations(14 Walgreens/Duane Reade, 1
Health Fair)
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
Analytics
Platform
Placement
Impressions
Delivered
Clicks
Delivered
Click
Through
Rate
(CTR)
Benchmark
Rate
Pop-up
Display
Rate
Facebook
Sponsored
Post
493,592
2,650
0.54%
0.30%
---
Grindr
Pop-up
Broadcast
204,000*
3,065
0.02%
0.01%
---
Twitter
Sponsored
Tweets
290,515
3,048
0.01%
---
---
Scruff
Banner Ad
and
Pop-up
Display
154,780
---
---
---
0.07%
1,142,887
8,763**
0.57%**
---
0.07%
Total
Lessons Learned
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
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
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
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
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%).
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
Data
Program Planning and Evaluation
• Formative Evaluation
– M&E Plan
• Awareness Days
– Social Media Plan
NEW YORK KNOWS LOGIC MODEL
Inputs
Agency Partners
Partners’ Clients
NY Knows Team
Materials: signs,
t-shirts, palm cards,
fans
CDC and DOHMH
Funding
Activities
Outputs
Outcomes
Increase awareness
of HIV testing laws
amongst partners
At least 15 partners
will make
institutional changes
in HIV testing
procedures by
January 2016
Increase
implementation of
HIV testing laws
amongst partners
Host meetings/
workshops promoting
effective HIV testing
methods while
promoting collaboration
Provide direct
technical assistance
to any/all NY
KNOWS partners
Increase HIV testing
to general
population—with
special attention to
high-risk groups—
through partner
testing activities
Increase number of
referrals to partners’
programs and/or
resources
At least 4 new interagency MOUs will be
created amongst 8 or
more partnering
organizations
Routinize HIV testing
among NYC residents
Increase awareness
of NHTD/HIV/AIDS
Events
Conduct more HIV
tests than the
previous year
Increase linkage to
care amongst newly
diagnosed HIV
patients
Remove stigma
around testing
Impact
Decrease the
incidence of HIV
amongst NYC
residents
Decrease number/
percentage of
concurrent diagnoses
Decrease the
number/percentage
of undiagnosed
positives
Acknowledgements
•
•
•
•
•
The Knows Team
HRTP
BHIV
NYC DOHMH
USF
Questions?
References
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•
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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-reportdec-2013.pdf