PPLM is committed to making bold, proactive change to address health inequities in communities across Massachusetts. In FY20, these efforts supported PPLM’s health care and education goals through in-person and virtual programs.
Sexual Health Ambassadors
PPLM established the Sexual Health Ambassadorship Program (SHAP) as part of its strategic work to reduce health disparities affecting Latino/a/x and Hispanic youth in Worcester. Led by PPLM staff, SHAP is a collective of volunteer Latino/a/x and Hispanic leaders, caregivers, parents and community members. The new program is designed to improve sexual and reproductive health outcomes in the city by expanding access to sexual and reproductive health information, creating leadership opportunities for volunteers, strengthening community partnerships, and promoting PPLM health services.
Campaign for Health
This spring, PPLM launched an ad campaign to raise awareness of its telehealth services in the midst of the COVID-19 pandemic, to reassure patients that its health centers were safe to visit and to advance PPLM’s strategic goal of reducing health disparities. Through platforms such as Spotify, iHeart Media, Facebook, and Instagram, PPLM’s creative advertising resulted in a 20 percent increase in telehealth appointments statewide in just one month. Messages were transmitted in English and Spanish, and demographic data revealed that 70 percent of the audience was between the ages of 18 and 24.
Getting the Facts
To better serve and communicate with its patients and communities, PPLM launched an effort to compile comprehensive patient demographic data. The first stage of the project gathered information about trends in patients’ age, sex, location, ethnicity, spoken language, and what type of care they sought at PPLM’s health centers. The second stage looked at gender identity, sexual orientation, education levels, and income. With this information, PPLM will develop communications strategies for both marketing and outreach programs that better reach our patients in a way that speaks to them.
“I see young people feeling more supported by caring adults in Worcester. Families are educated and informed about their sexual and reproductive health and have access to resources without judgment. Worcester is a fearless leader in reducing stigma about substance abuse, mental health, poverty, and sexual and reproductive health.”
Adriana Ojeda, PPLM Sexual Health Ambassador Program manager
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