Girlsplained - A novel 'Sabido-style' social media strategy for sexual and reproductive health promotion in the UK

Summary:

In the UK, despite the fact that communities of colour are recognised as being at a higher risk of HIV and other STIs compared to other demographics, Black, Asian and minority ethnic girls (i.e. BAME) are being left behind in terms of improvements to their sexual health and sexual health care. Public Health England data shows that people of colour continue to experience disproportionately high rates of STIs and HIV for a whole host of reasons. Furthermore, young girls have poor knowledge and awareness about their HIV risk and how to mitigate this, including poor knowledge on PrEP. Girlsplained was therefore created to improve the sexual health of young BAME women aged 16-25 who are based in London. The Sabido methodology has traditionally been applied to TV and radio platforms worldwide. Here, we attempt a novel application of the Sabido methodology across social media platforms, including YouTube and Instagram, where our characters' lives and storylines evolve online. With this targeted approach, we aim to influence young BAME womens opportunity, capability and motivation to practice safe and healthy sexual health behaviours in London, UK. Our approach and findings from the intervention will be discussed here.

Background/Objectives

This pilot intervention targeted young BAME girls aged 16-25 in London. Our objectives were to: (i) Improve knowledge and awareness of STI and HIV prevention and treatment; (ii) Improve confidence to communicate with partners on sexual and reproductive health needs; and (iii) Improve rates of accessing sexual and reproductive health content, products and services.

Description Of Intervention And/or Methods/Design

Our innovation is to apply the Sabido methodology to social media, specifically YouTube and Instagram, which has never been done before. We have decided to use these platforms as they are the most consumed form of social media amongst out target audience. Our transitional character, a young black woman living in London i.e. reflecting our target audience, will develop knowledge about her sexual health and HIV risk, as well as skills on early testing and where to access help through her lived experience as a BAME young woman. Through an Instagram takeover of the Girlsplained page, her life evolves over Instagram and audiences can interact with her on the platform. As per the methodology, her posts and stories will reflect the incidents, positive and negative influences, her decisions and eventual consequences for the audience to follow in between episodes. We will present our quantitative(survey, insights) and qualitative(comments, case studies) findings.

Results/Lessons Learned

Process: 1) For young people, by young people. 2) For BAME women, by BAME women. 3) Formative assessment - policy, literature, media, qualitative insights 4) Script and content development 5) Design of a Sabido-style Instagram strategy 6) Types of partnerships needed for such an intervention 7) Entertainment is everything - reach is the foot through the door. Results (pending): 1) Reach 2) Knowledge and awareness of STI and HIV prevention and treatment 3) Level of confidence to communicate with partners on sexual and reproductive health needs 4) Rates of accessing sexual and reproductive health content, products and services

Discussion/Implications For The Field

As this is a novel approach to the application of the Sabido methodology, its potential must be explored, especially considering the reach we have been able to achieve with only USD$12,000. The effectiveness of Sabido-style soap operas are well-documented. However, they are costly, which is a major deterrent for programme planners and policymakers worldwide. The potential of this application, at a much lower cost, could increase the application of the Sabido methodology for the benefit of people everywhere. The refinement and replication of the 'Sabido-style' social media strategy is an important step for the SBCC community.

Abstract submitted by: 

Priyanka Rajendram - Girlsplained

Sabrina Yasmin Rafael