MEE partnered with Dr. Sheana Bull [LinkedIn] from University of Colorado at Denver (UCD) Health Sciences Center to develop and audience-test the “411 HIV” concept, a new e-health technology application, to respond to this urgent need. In this Internet and cell phone-driven application, youth and young adults signed up to receive and respond to text messages promoting safe sexual behavior and healthy nutrition habits on their mobile phones. For the project, MEE developed, tested and applied a text messaging system for communicating health-promotion messages to urban youth on their mobile phones, two-way pagers or other handheld messaging devices. Messages countered the intrusive and negative impact of advertising media with positive messages.
Since the younger generation historically pushes technology and is almost always “connected,” the concept uses the medium and devices that are an intrinsic part of today’s youth culture as intervention points for culturally relevant, healthy messages. As a foundation, MEE conducted formative audience research for the project, using a mixed methodology of qualitative and quantitative methods. MEE then provided message and media production services to UCD to develop and audience-test the 411 Safe Text concept. We also co-lead the implementation of the cell phone-based intervention and its technical program delivery protocol.
MEE Productions • Academic Partnerships