XIX International AIDS Conference

THWS06 The Utilization of Social Media and Web 2.0 to Advance the Human Rights of Young People and Adolescents
  Community Skills Development
Venue: Mini Room 8
Time: 26.07.2012, 11:00 - 12:30
Language:           English

Level:                  Intermediate

Target audience: Advocates, Activists, Youth

Seating limits:    100
Facilitator: Hugh Stephens, Australia
This interactive workshop provides an overview of the steps involved in creating a social media campaign to engage young people in HIV issues. Youth will explore how to tailor online messages and advance new and existing HIV campaigns relevant to the audience and their networks. A panel of social media practitioners will provide insight into the workings of an online campaign and discuss the most common reasons these campaigns may fail. Their aim is to demystify online activism and provide practical information on how to create successful campaigns by avoiding common pitfalls. The workshop also will cover key components of the social media landscape, illustrate examples of successful campaigns and provide methods for meaningful engagement through technology on local, regional and global levels. It will also highlight best practices, relevant resources and potential concerns to keep in mind while advancing adolescent human rights issues online.

Where did social media come from? eLearning and onlibne collaboration tools

L. Menard-Freeman, United States

What is social media? How is it different to other campaign platforms? A brief overview of the common networks and best practice

H. Stephens, Australia

Developing a strategy: what do you need to consider?

H. Stephens, Australia

Case studies from around the world of social media use in HIV advocacy

A. Barra, Mexico

Ask the panel: how can you use sociel media?

L. Menard-Freeman, United States
A. Barra, Mexico
H. Stephens, Australia

Rapporteur report

Youth report by Kimberly Atkins

Social Media (SM) can be a powerful and effective medium to convey a message to a wide audience. Social media was defined as “any tool that uses the internet to facilitate conversations.” This session explored various social media outlets and what makes marketing on social media successful.

GYCA is a youth led global network of over 7,000 youth leaders/adult allies working on youth and HIV/AIDS topics in over 170 countries. It aims to empower young leaders with skills and knowledge to be more effective in leading peers in the HIV/AIDS movement. Specifically, through e-learning it offers 3 courses on political advocacy, project management and resource mobilization. Challenges mainly deal with language barriers (since it’s an international audience), accessibility (rural areas) and variability in skill levels of participants. However, e learning does provide a platform for youth all over the world to share best practices, challenges, strategies so they can go out into their community/train other peers to be leaders in HIV/AIDS response.

SM provides a platform for individuals world-wide to share stories, experiences, photos, graphics on a range of issues. Facebook offers 3 options: profile (for individuals), pages (for organizations, good for advocacy platforms) and groups (could be around specific topics, could be closed or secret- potential to use for support groups for PLHIV). Tumblir is also viable for advocacy for organizations.

A successful SM campaign will appeal to one’s emotions and personalize an issue or brand or whatever is being marketed. For example, Old Spice ran a campaign to increase sales among youth using a series of videos involving an actor who ultimately become the poster boy for their product. After the campaign, sales increased 40% among the targeted population- youth. The key to success is to promote a sense of identity/personality and allow your brand/idea to “speak” to the audience. Also, innovation and creativity is essential. *Many online sites were mentioned for SM/managing SM/free graphic development tools etc- will all be posted at youthaids2012.org.


    The organizers reserve the right to amend the programme.

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