New York City HIV Testing Initiatives
Data, Evaluation, and Community Engagement
Berna Villanueva, MPH CandidateData and Evaluation Intern
Division of Disease Control, Bureau of HIV/AIDS Prevention and Control
History of the HIV/AIDS EpidemicNew 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
Image source: http://www.nyas.org/image.axd?id=74a215b1-8284-4cb9-8076-4178d1f3a8af&t=635090701973270000
Four Prevention Opportunities
Approach
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
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
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 CampaignA. Tumblr PageB. Advertise on Grindr,
Facebook, Twitter and Scruff
C. Survey, Bitly, Analytics
II. Health Fair EvaluationC. Public EventD. SurveyE. 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
AnalyticsPlatform Placement Impressions
DeliveredClicks
DeliveredClick
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%
Total 1,142,887 8,763** 0.57%** --- 0.07%
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
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
InputsActivities Outputs Outcomes Impact
NEW YORK KNOWS LOGIC MODEL
Increase awareness 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
Agency Partners
Partners’ Clients
NY Knows Team
Materials: signs, t-shirts, palm cards,
fans
CDC and DOHMH Funding
At least 15 partners will make
institutional changes in HIV testing procedures by J anuary 2016
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 inter-agency MOUs will be created amongst 8 or
more partnering organizations
Remove stigma around testing
Increase linkage to care amongst newly
diagnosed HIV patients
Conduct more HIV tests than the previous year
Increase implementation of HIV testing laws
amongst partners
Decrease the incidence of HIV
amongst NYC residents
Decrease number/percentage of
concurrent diagnoses
Decrease the number/ percentage
of undiagnosed positives
Routinize HIV testing among NYC residents
Increase awareness of NHTD/ HIV/ AIDS
Events
DRAFT
Acknowledgements
• The Knows Team• HRTP• BHIV• NYC DOHMH• USF
Questions?
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
