Introduction:

In Onondaga County, New York, around half of all births to Black and Hispanic teenage girls are unintended. The Layla’s Got You campaign consists of a chatbot and social media campaign designed to increase contraception knowledge among 16- to 25-year-old Black and Hispanic women in Onondaga County.

Methods:

The campaign was co-created with local women in the target audience and employed digital and grassroots community building strategies. Focus groups were conducted among 31 women, during which participants selected the campaign’s logo and chatbot name and created the tagline. Participants reviewed chatbot responses and designed Layla’s appearance and features, and Black/Hispanic women are featured in website and promotional photos. A community campaign manager pairs digital strategies with grassroots partnerships among a diverse group of stakeholders, including social media influencers, hair salons and health clinics.

Results:

Since implementation, the chatbot has received 4,390 messages related to contraception or sexual health. Across social media accounts, the campaign has showed 2,483,683 impressions, average daily reach of 1,710 for Facebook and 943 for Instagram, and 32,816 total engagements across all platforms.

Conclusion:

Layla’s Got You provides young women with a confidential place in which to find locally tailored and trustworthy information about contraception. By merging innovative technology-driven strategies, participatory creation techniques and grassroots community building, the initiative delivers impactful, easily updated health information on a large scale. This strategy has promising implications for increasing knowledge and positive attitudes towards contraception among specific at-risk audiences.

中文翻译：

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Layla's Got You：为黑人和西班牙裔年轻女性开发量身定制的避孕聊天机器人

介绍：

在纽约的奥农达加县，黑人和西班牙裔少女的出生总数中约有一半是意外的。Layla的“得到您”运动包括聊天机器人和社交媒体运动，旨在提高奥农达加县16至25岁的黑人和西班牙裔女性的避孕知识。

方法：

该运动是与目标受众中的当地妇女共同发起的，并采用了数字和基层社区建设策略。在31名女性中进行了焦点小组讨论，参与者选择了竞选活动的徽标和聊天机器人名称，并创建了标语。参与者查看了聊天机器人的回复，并设计了Layla的外观和功能，网站上的宣传照片中还精选了黑人/西班牙裔女性。社区运动经理将数字策略与基层伙伴关系结合在一起，这些伙伴关系来自包括社交媒体影响者，美发沙龙和健康诊所在内的各种利益相关者。

结果：

自实施以来，聊天机器人已收到与避孕或性健康相关的4390条消息。在整个社交媒体帐户中，该活动显示了2,483,683次展示，Facebook的平均每日访问量为1,710，Instagram的平均每日访问量为943，所有平台的互动总数为32,816。

结论：

Layla's Got You为年轻女性提供了一个秘密场所，您可以在其中找到本地定制且可信赖的避孕信息。通过将创新技术驱动战略，参与性创造技术和基层社区建设相结合，该计划可大规模提供具有影响力且易于更新的健康信息。该策略对于增加特定高危人群的避孕知识和积极态度具有潜在的意义。