Planned Parenthood, MTV: GYT ‘09
April 11, 2009 by Kori Ellis
Filed under Marketing
Planned Parenthood, MTV and the Kaiser Family Foundation have launched a new campaign called “GYT: Get Yourself Tested” to educate teens and young adults about getting tested and treated for sexually transmitted diseases.
The initiative features online and on air PSAs. Additionally, they launched the microsite gyt09.org. The site features STD information, discussion tips, STD testing locations and more. The program, of course, mentions abstinence but centers around the theme of taking care of yourself and how easy it is to get tested.
Image: gyt09.org (screen shot)
Last month, they built a buzz around the GYT campaign with a guerilla marketing effort that included a stunt on the Today show where MTV interns wore T-shirts reading “WTF is GYT?” without an explanation to what they meant.
MTV also released viral videos on YouTube with “WTF is GYT?” tagline, featuring Perez Hilton, Big Boi and other celebrities. Check out a couple of the viral videos below.
They have also used Facebook, Second Life and blogs to get the buzz going. Though the efforts were mostly online, Planned Parenthood also conducted in-branch advertising, as well as targeted local TV, radio and print components.
In addition to the STD information and resources, gyt09.org also offers visitors a chance to win a trip to the MTV Movie Awards.
