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CDC HIV/AIDS/Viral Hepatitis/STD/TB Prevention News Update
AUSTRALIA: Advertising Sexual Health Services that Provide Sexually Transmissible Infection Screening for Rural Young People - What Works and What Doesn't?
Deepa G. Gamage; and others
December 12, 2011
Sexual Health Vol. 8; No. 3: P. 407-411 (08..11) - Monday,

"TESTme" is an STI screening program for youths living in rural areas of Victoria. The current study evaluated the effectiveness of the service's advertising during an 11-month pilot period.

Advertising outreach during the study period included websites, a Facebook page, posters, flyers, business cards, wrist bands, and professional development sessions for health nurses. Once-off methods also were employed, including newspaper ads, student diaries, and text messaging.

"Twenty-eight clients had a consultation through TESTme. Twenty found the service through health professionals, six through the Melbourne Sexual Health Center (MSHC) web page, one through the Facebook page, and one through the student diary," the authors stated. Direct advertising costs for the pilot were $20,850 (US $21,260). "The advertising cost per client reached for each advertising method was $26 [US $26.50] for health professionals, $80 [US $81.50] for the MSHC web advertisement, $1,408 [US $1,437] for Facebook, and $790 [US $807] for the student diary." Other advertising totaling $12,248 (US $12,506) did not attract any clients.

"Advertising STI health services for rural young people would be best to focus on referrals from other health services or health care websites," the study team concluded.