Does your College Campus GYT? Evaluating the Effect of a Social Marketing Campaign Designed to Raise STI Awareness...

Sexually transmitted infections (STIs) impose a considerable health and economic burden among college-aged students. College students report engaging in a number of high-risk behaviors, including having multiple sex partners, unprotected sex, and using drugs and binge drinking during sex. This pilot evaluation investigated the associations between STI testing and the GYT: Get Yourself Tested campaign exposure, a social marketing campaign developed to promote sexual health discussions, raise awareness around STIs/HIV, and encourage testing among youth.

During April 2011, 12 geographically dispersed colleges implemented the GYT campaign. Each implemented a brief survey and recorded STI testing data. A total of 1,386 students were surveyed. We tested for associations with GYT campaign awareness and STI testing behaviors. Chi-square and binary regression analyses tested for associations with GYT campaign awareness, STI testing behaviors, and STI test results. Hierarchical linear models accounted for students nested within schools.

Students presenting for STI testing were more likely to have heard of GYT than students not doing so; campuses hosting promotional events had higher proportions of students aware of GYT. These colleges, however, did not have higher proportions of students getting tested. Chlamydia positivity averaged 3.1%, and an estimated $26,000 in direct medical costs and $24,000 in lost productivity costs were averted by STI testing and treatment.

Pre-packaged STI testing campaigns may serve as successful tools for colleges interested in promoting and increasing STI/HIV awareness, testing, and treatment. At the individual level, GYT awareness was related to testing, but the effects for school efforts need further exploration.