ACC On the Road

ACC is working on its next On the Road program. Please check back for details as they are confirmed.

Online Events

Integrating Cable Communications: How Cable Communicators Can Partner Successfully with Marketing, Ad Sales and other Departments – an ACC Online Chat

March 2010
A specific date, time and further details will be posted when finalized.

Social Media for Social Change: How MTV Used Viral Videos to Increase Youth STD Testing – an ACC Webinar

April 8, 2010
2:00 – 3:00 p.m. EST

To address the public health crisis of one in two sexually active Americans being infected with a STD by age 25, MTV and The Kaiser Family Foundation (KFF) joined with Planned Parenthood Federation of America (PPFA) and the Centers for Disease Control and Prevention (CDC) to launch GYT (Get Yourself Tested). Pegged to National STD Awareness Month (April ’09), the campaign was purpose-built to inspire a critical mass of young people to be tested for STDs, including HIV. MTV’s Jason Rzepka and Lily Williamson will lead a case study of this successful campaign in ACC’s April 8 webinar.

Recognizing the often uncomfortable nature of talking about STD and HIV/AIDS testing, GYT was introduced via a guerrilla-style viral marketing campaign – under the banner of “WTF is GYT?” – to pique the interest of America’s youth and begin inserting the acronym into the culture. MTV interns bombarded The Today Show wearing GYT shirts, hip hop artist Soulja Boy tweeted “WTF is GYT?” to his 170K followers, and un-marked videos with celebrities like Perez Hilton and Big Boi of Outkast guessing the meaning of GYT were “planted” on key social networking sites. Immediately, young people began uploading videos to YouTube speculating what GYT might mean. The strategy helped drive over half a million views of MTV’s GYT-related videos and elicited 3,000+ comments. In a month-long push, GYT engaged its target audience everywhere they were: on MTV, MTV.com, social networking sites, pop culture blogs, mobile devices, at school, and in nearly 880 PPFA clinics nationwide.

All touch points drove to the campaign’s informational resources – to learn more about STDs and find local testing centers, via mobile phone or Web. More than 50,000 people found local testing resources by texting their zip code to GYT09 or entering their zip code on the campaign website. The site, www.gyt09.org, reached 600,000 with information on HIV/AIDS, STD prevention and testing. MTV, KFF, PPFA and CDC will re-launch GYT on April 1, 2010. During this webinar, Jason and Lily will also discuss how they’ve incorporated lessons from last year into this year’s GYT social media strategy.

Speakers:

Jason Rzepka Vice President, Public Affairs MTV360

Lily Williamson Manager, Public Affairs MTV

How ACC Members Can Participate:

Only ACC members may attend this webinar, and it is free of charge as a benefit of ACC membership. ACC members can register for this free webinar via the association’s online education portal in the members-only section of this Web site by clicking on the link to live webinars and self-paced programs.

You must be logged into the members-only area to access this portal, and you can log in through the member log in box in the left-hand corner of this screen. Your username is your work email address, and the password is your last name all in lowercase letters. If you are not currently a member, use ACC’s trial membership and join free for your first six months.

Past Online Events

ACC members can find recordings of past webinars and transcripts of online chats via the online educational portal in the members-only section of this Web site.