Author(s): Pauline Garcia-Reid*, Robert J Reid, Jr. David T Lardier and LeeAnn Mandrillo
Objective: This case study describes the benefits and challenges of introducing health prevention messages that incorporate new media strategies targeting African American and Hispanic/Latino teens and young adults from Paterson, New Jersey, a disproportionately resource poor, urban, community. Methods: New media platforms were utilized to raise awareness and educate our target audience on the many facets of substance abuse and HIV/AIDS prevention. This was accomplished by highlighting current events; broadcasting services available; providing general prevention education; and creating opportunities for personal interaction such as chat features, polling, pledges, and other forms of interactivity. Results: Our investigation found that social media increased the reach of prevention messaging within and beyond the focal community, improved community collaborations and communication, and connected young people to health promotion services including testing sites. Conclusion: Evidence from this investigation has found that new media technology has the potential to bolster the effects of prevention messaging. However, in many at-risk urban communities, new media technologies should be part and parcel of a broader prevention approach.
