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Take Charge of Your Sexual Health: What You Need to Know About Preventive Services

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Take Charge of Your Sexual Health: What You Need to Know About Preventive Services Launch Report Take Charge of Your Sexual Health: What you need to know about preventive services April 1-July 31, 2014 Table of Contents Executive Summary.....................................................................................................................................................................3 1. Introduction ............................................................................................................................................................................. 5 2. National Media Outreach and Results .......................................................................................................................... 5 National Media Initiative. .................................................................................................................................................. 5 Media Results ......................................................................................................................................................................... 8 Editorial Highlights from Selected Outlets ........................................................................................................... 10 Press Release Results. ........................................................................................................................................................ 11 Social Media Promotion by Media Outlets. .............................................................................................................. 12 Editorial Highlights from Selected Outlets ........................................................................................................... 12 Media Partnerships ............................................................................................................................................................ 13 Challenges and Lessons Learned .................................................................................................................................. 13 3. Promotional Campaign to NCSH Members and Results ..................................................................................... 13 Promotional Efforts of Members .................................................................................................................................. 14 Promotion Through Non-Media Channels .......................................................................................................... 14 Promotion by NCSH Members and Others Through Social Media ............................................................ 16 4. Traffic to the Website ....................................................................................................................................................... 17 Total Number of Visits and Pageviews ....................................................................................................................... 17 Top Referral Sources ......................................................................................................................................................... 17 Most Popular Pages ........................................................................................................................................................... 18 Most Popular Downloads ................................................................................................................................................ 19 Website traffic by month ................................................................................................................................................. 19 5. Conclusion................................................................................................................................................................................21 6. Appendices.............................................................................................................................................................................22 Appendix A- Message Strategy Appendix B- Press Release Appendix C- Pitch Letter Appendix D- Affordable Care Act Coverage of Preventive Sexual Health Services Appendix E- Full List of Syndicated Placements Appendix F- Promotional Package Appendix G- Website Referrals by Month 2 Executive Summary Introduction. To provide a comprehensive source of information about preventive sexual health services to the public and increase uptake of recommended services, the National Coalition for Sexual Health (NCSH) developed and released a new guide and website, “Take Charge of Your Sexual Health: What you need to know about preventive services.” To promote the guide and website, the NCSH implemented a two-pronged campaign. The campaign’s goals were to secure media coverage of the new guide and website among leading national and local media that reach the general public, and to encourage NCSH members to promote the guide and website to their audiences. National Media Outreach and Results. With support from Ogilvy Public Relations, NCSH created a national media initiative that included message development, trained spokespeople, personal outreach to national media, and materials (a press release, a pitch letter, and a chart of preventive sexual health services covered by the Affordable Care Act). Overall, media outreach resulted in stories by 168 media outlets. Through personalized outreach, coverage was secured in 20 national media outlets alone, which resulted in nearly 176 million audience impressions (175,889,034). The press release, issued on May 6th, was syndicated through 148 sites, which had a combined reach of approximately 20 million visitors per day (20,412,000). Leading national outlets that featured the story and/or guide included Cosmopolitan (online), HuffPost Live (online broadcast), Women’s Health (online), SELF (online), Shape (online), Huffington Post Gay Voices (online), SiriusXM’s Doctor Radio/Sexual Health Show (radio), Kinsey Confidential (online), and POZ (online). A chart of placements can be found in the full report. Four prominent media outlets (Cosmopolitan, HuffPost Live, Self, Women’s Health) also promoted their original stories about preventive sexual health services and the guide via social media, increasing the overall reach of their coverage. Cosmopolitan and Women’s Health were responsible for the vast majority of social media promotion, with a combined potential reach of approximately 3.3 million Twitter users. Promotional Campaign to NCSH Members and Results. The NCSH’s 50 organizational and individual members have the ability to reach millions of Americans with important sexual health information. To encourage and equip our members to promote the guide and website through numerous channels, NCSH prepared and distributed a promotional package on April 1, 2014 and conducted follow-up during May. Approximately 40% of NCSH members promoted the guide and website to their members, networks and audiences through a variety of channels, including webinars, e-mail blasts, newsletters, blogs, permanent resource lists, and social media. NCSH members alone accounted for 186 tweets, which were retweeted 337 times and favorited 115 times. Six members also shared the guide on Facebook, while two promoted the guide on Pinterest. 3 Traffic to the Website. The promotional efforts and media coverage throughout April, May, June, and July were successful in driving traffic to the www.ncshguide.org website. During May, when intensive media outreach and member promotion took place, website visits surged to seven times higher than in April. From April 1 – July 31st, there were 5,194 visits to the website and 10,797 pageviews. The leading sources of referral to the website include Women’s Health, followed by direct traffic, Twitter, Huffington Post, and Cosmopolitan. Meanwhile, the Homepage and the Chart of Recommended Preventive Sexual Health Services for Women were the two most popular pages. The entire guide was the most popular download (362), followed by the Chart of Recommended Services for Women (42). Conclusion. The NCSH reached millions of Americans with messages about the importance of preventive sexual health services and the availability of the guide and website to help them get the services they need. However, the campaign is ongoing, and the NCSH will continue to pitch media outlets, including those that reach teens, parents, heterosexual men, African Americans, and Latinos. The NCSH will also continue to conduct personal outreach to NCSH members and other national organizations to encourage their use and promotion of the guide and website. We hope these ongoing efforts will drive even more people to the website, and ultimately help increase the uptake of preventive sexual health services. 4 1. Introduction Overview. More than half of Americans are not getting essential preventive sexual health services, including the HPV vaccine, HIV testing, and chlamydia screening, even though these potentially life- saving services are available at no cost through the Affordable Care Act. To provide the public with a comprehensive source of information about these services and to increase the low uptake, the National Coalition for Sexual Health (NCSH) developed and released a new guide and website, “Take Charge of Your Sexual Health: What you need to know about preventive services.” To promote the guide and website to the public, we (the NCSH) implemented a two-pronged campaign: a media outreach initiative and a promotional initiative among NCSH members. The goals of this campaign
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