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Public Education Partnerships: MTV: Get Yourself Tested: Special Promotion

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Special Promotions

2010/11

GYT: Get Yourself Tested on World AIDS Day, December 1,2010

On Wednesday, December 1, 2010 (World AIDS Day) GYTpartner, Planned Parenthood, will offer free HIV testing in Union Square in NYCfrom 10 am – 2 pm. Volunteers will hand out GYT postcards, stickers andwill direct those who can’t get tested that day to visit gytnow.org or the gytmobile phone app to find a local testing center.

TV
MTV’s daily show, “The Seven,” will shoot a segment from the testing event toair that evening at 5 pm ET on MTV. Julie and Kevin, the hosts of MTV’s“The Seven” will get tested on camera. MTV is also airing a hour-longWorld AIDS Day special program produced by MTV International. Both showswill drive to gytnow.org. On air, MTV will also dedicate promotions timeto GYT STD testing public service ads.

Outdoor

GYT messages will run on MTV’s big digital screen inTimes Square, including a GYT Graphic spot for World AIDS Day driving people tothe mobile testing van in Union Square.

Mobile

POS or NOT iPhone App
MTV and the Kaiser Family Foundation, in partnershipwith POZMagazine, developed Pos or Not,a viral online game that confronts the stigma still surrounding HIV/AIDS.OnDecember 1st, MTV will officially launch an iPhone version of the Posor Not game to demonstrate that “you can’t tell by looking.” Apple isfeaturing the game at the App Store for World AIDS Day.


Be Greater Than AIDS: Get Yourself Tested Week Promotion, June 19-27, 2010
GYT: Get Yourself Tested and Greater Than AIDS are joining forces to promote HIV and STD testing as part of a special promotion in 10 cities across the country in the week leading up to National HIV Testing Day on June 27, 2010. From June 19-27, 2010, Planned Parenthood Federation of America (PPFA) health centers in the participating cities will offer free HIV testing as part of the Be Greater Than AIDS: Get Yourself Tested Week. Clinicians will also discuss other sexually transmitted diseases with those being tested for HIV. Additional testing centers identified by the U.S. Centers for Disease Control & Prevention (CDC), state & local health departments, and the Black AIDS Institute are also being highlighted as part of the promotion. The promotion is being coordinated with the National Association of People With AIDS (NAPWA), the creator and official organizer of National HIV Testing Day, as well as the National Alliance of State & Territorial AIDS Directors (NASTAD) and the National Coalition of STD Directors (NCSD).

TV

Television public service ads featuring Ciara, Kelly Rowland, Sway and New Boyz will air nationwide on media partners’ stations urging young people to take action to know their HIV status.

National TV Ad Examples:

Local TV Ad Examples:

Be Greater Than AIDS: Get Yourself Tested Week Highlights Reel

Radio
National Radio Ad Examples:

Local Radio Ad Examples:

Online

A customized web page at www.GYTNOW.org provides information about free HIV testing locations and testing events in each city during June 19-27. Other materials available on www.GYTNOW.org include banner ads, posters, fliers, t-shirt artwork, facts on STDs and talking tips on how to discuss STD testing with partners, parents and health care providers.


GYT Campus Challenge
The GYT Campus Challenge called on young people to commit to getting tested by becoming a fan of GYT and encouraging their friends to do the same. The campus with the largest percentage of their student network to join the GYT Campus Challenge was featured by MTV News Special and highlighted on mtvU. Additionally, MTV awarded each of the top ten recruiters on the winning campus with an all expense-paid trip for two and backstage passes to the Too Fast for Love Tour.

GYTNOW Sweepstakes
A mobile companion to GYTNOW.org, the GYT short code (498669) provides details about local testing locations to mobile phones by simply texting a zip code. Users of the service during the month of April were eligible to win a trip for two to the 2010 Movie Awards in Los Angeles. Users could also enter the sweepstakes online by using the testing location finder at GYTNOW.org.

2009/10

MTV Movie Awards Sweepstakes
As extra incentive to join the GYT movement, MTV offered a trip for two to the 2009 MTV Music Awards hosted by Andy Samberg in Los Angeles, CA. Participants were automatically entered to win the sweepstakes when they sent their zip code to SMS code GYT09 (49809) on their mobile phone to find a testing location near them. Users could also go online to find a local testing center and sign up to win.

It’s On With Alexa Chung Sweepstakes
In October 2009, GYT teamed up with Seventeen Magazine to reward their readers for getting tested. The sweepstakes sent on lucky winner and a friend to New York City for a live taping of “Its On With Alexa Chung.” Readers who searched for a local STD testing center online or via their mobile phones were automatically entered to win the exclusive trip.