National LGBT Youth Group Comments on New HIV Numbers

CDC's new HIV incidence estimates, which found the U.S. epidemic is and has been worse than previously known, also showed that new HIV infections are highest among those age 29 and under. That means there is a need for an updated social marketing approach to grab the attention of youth, said the National Youth Advocacy Coalition (NYAC), which serves lesbian, gay, bisexual, and transgender young people.

Many of those working to fight HIV/AIDS remember the disease when it killed their friends, an era that youth did not experience. Other barriers include few young people working in public health and a lack of resources.

"We've seen time and time again that if we take any method, regardless of what it is, and put it in front of a target audience group and allow them to create the message, we're going to have a much more positive response than if we just try to presume what's going to work for them and make it on their behalf," said Greg Varnum, NYAC's acting executive director.

For example, NYAC used CDC funding to create a social marketing campaign, "You Know Different," targeting young gay men and other youth of color. The youth developed the slogans, posters, and other messages themselves. "I know it would have looked very, very different if we hadn't involved them," Varnum said.

By getting youth involved, social marketing campaigns will speak to today's youth in their own language. Youth do not want outdated graphics and brochures with photos that have a circa 1995 look, Varnum said. Bombarded with media, teens are savvy and it takes more to catch their eye. NYAC has used text messaging and integrated social networking sites into its efforts, including MySpace, Facebook, and YouTube.

"It's funny, because a lot of these youth end up doing the work for us by telling their friends on these sites about the campaign, how to get tested," Varnum said.

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