HIV/AIDS information promotion at the library: creative campaigns for young adults

Hannah F. Norton, Margaret E. Ansell, Ariel Pomputius, Mary E. Edwards, Matthew Daley, Susan Harnett

Abstract


Background: While rates of new HIV diagnoses have gone down nationally, Florida’s HIV-positive population is growing and remains one of the largest in the country. Given this landscape, it is clear that diverse, creative, and collaborative efforts are needed to better inform the public about HIV risks, prevention, and treatment and to encourage healthy behaviors.

Case Presentation: Building on previous work, librarians at the University of Florida engaged in a yearlong project to raise awareness about HIV/AIDS risks, prevention, and treatment among university students and to improve their information-seeking behaviors related to this disease. The “Creative Campaigns” project included 3 distinct elements of activity and engagement, designed to complement one another: a graphic novel contest, a social media campaign, and training for campus health care providers. The contest yielded 4 high-quality submissions, and the monthlong social media campaign garnered over 50,000 views and utilized Facebook ads to extend beyond the library’s typical audience. The instruction proved useful to campus counseling and wellness staff.

Conclusions: Overall, the team considered the project a success in terms of reaching new audiences in new ways, and several of its components have been integrated into subsequent projects and regular operations. Exploring new methods of outreach through social media and creative formats required careful planning and the development of new skill sets amongst project team members but proved to be a rewarding way to generate engagement in the local community.

Keywords


Information Outreach; Graphic Medicine; Comics; Social Media; Social Marketing

Full Text:

PDF HTML

References


Centers for Disease Control and Prevention. HIV surveillance report [Internet]. The Centers [cited 30 Aug 2018]. .

Perry GJ. HIV/AIDS information in public libraries: a “common ground” approach to service delivery and focus on select resources. Public Libr Q. 2000;18(3/4):119–37. DOI: http://dx.doi.org/10.1300/J118v18n03_14.

Martin ER, McDaniels C, Crespo J, Lanier D. Delivering health information services and technologies to urban community health centers: the Chicago AIDS Outreach Project. Bull Med Libr Assoc. 1997 Oct;85(4):356–61.

Green MJ, Squier SM. Graphic medicine: the best of 2017. JAMA. 2017 Dec 19;318(23):2280–1. DOI: http://dx.doi.org/10.1001/jama.2017.18637.

Kuntz GM, Schaefer N, Norton HF, Tennant MR. HIV/AIDS outreach: curriculum development and skills training to health and information professionals. Med Ref Serv Q. 2018 Jan–Mar;37(1):60–73. DOI: http://dx.doi.org/10.1080/02763869.2018.1404389.

Wells JA. Readability of HIV/AIDS educational materials: the role of the medium of communication, target audience, and producer characteristics. Patient Educ Couns. 1994 Dec;24(3):249–59. DOI: http://dx.doi.org/10.1016/0738-3991(94)90068-X.

Montgomery M, Manuelito B, Nass C, Chock T, Buchwald D. The Native Comic Book Project: native youth making comics and healthy decisions. J Cancer Educ. 2012 Apr;27(1 suppl):S41–6. DOI: http://dx.doi.org/10.1007/s13187-012-0311-x.

Czerwiec MK, Huang MN. Hospice comics: representations of patient and family experience of illness and death in graphic novels. J Med Humanit. 2017 Jun;38(2):95–113. DOI: http://dx.doi.org/10.1007/s10912-014-9303-7.

Green MJ, Myers KR. Graphic medicine: use of comics in medical education and patient care. BMJ. 2010 Mar 3;340:c863. DOI: http://dx.doi.org/10.1136/bmj.c863.

Colburn S, Haines L. Measuring libraries’ use of YouTube as a promotional tool: an exploratory study and proposed best practices. J Web Librariansh. 2012;6(1):5–31. DOI: http://dx.doi.org/10.1080/19322909.2012.641789.

Luo L, Wang Y, Han L. Marketing via social media: a case study. Libr Hi Tech. 2013;31(3):455–66. DOI: http://dx.doi.org/10.1108/LHT-12-2012-0141.

Harrison A, Burress R, Velasquez S, Schreiner L. Social media use in academic libraries: a phenomenological study. J Acad Librariansh. 2017 May;43(3):248–56. DOI: http://dx.doi.org/10.1016/j.acalib.2017.02.014.

Holley RP, Dickson A. Social networking in academic libraries: the possibilities and the concerns. New Libr World. 2010;111(11/12):468–79. DOI: http://dx.doi.org/10.1108/03074801011094840.

Rival IQ. 2018 Social media benchmark report [Internet]. Rival IQ [2018; cited 19 Nov 2018].

Pearce J, Mann MK, Jones C, van Buschbach S, Olff M, Bisson JI. The most effective way of delivering a train-the-trainers program: a systematic review. J Contin Educ Health Prof. 2012 Summer;32(3):215–26. DOI: http://dx.doi.org/10.1002/chp.21148.

Park E, Yoon J, Choi EK, Kim IR, Kang D, Lee SK, Lee JE, Nam SJ, Ahn JS, Visser A, Cho J. A train the trainer program for healthcare professionals tasked with providing psychosocial support to breast cancer survivors. BMC Cancer. 2018 Jan 6;18(1):45. DOI: http://dx.doi.org/10.1186/s12885-017-3965-2.

Whitney W, Dutcher GA, Keselman A. Evaluation of health information outreach: theory, practice, and future direction. J Med Libr Assoc. 2013 Apr;101(2):138–46. DOI: http://dx.doi.org/10.3163/1536-5050.101.2.009.




DOI: https://doi.org/10.5195/jmla.2019.588

Refbacks

  • There are currently no refbacks.




Copyright (c) 2019 Hannah F. Norton, Margaret E. Ansell, Ariel Pomputius, Mary E. Edwards, Matthew Daley, Susan Harnett

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.