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The Healthy Start Coalition of Hillsborough County's Adolescent and Teen Health Program set out to implement a youth-led social marketing campaign to address sexual health in the Tampa Bay area. In order to do this, we initiated a Youth Advisory Board (YAB) - a group of students from various high schools in the area. With the help of the YAB, the campaign to increase testing for STDs/STIs launched via Instagram (@Teenconnecttampa) at the start of World Sexual Health Month in September 2020.

While the campaign was the first of its kind implemented by the Adolescent & Teen Health Program and the YAB, we have seen an increase in engagement with sexual health resources and an increased interest in sexual health education and empowerment by Tampa Bay youth. We don't have all the answers nor all the solutions, but we thought a roadmap would be beneficial for anyone interested in implementing a youth-led social media campaign in the future.

What You Will Find in this Toolkit:

Literature Review & Best Practices

  • Read a review of literature on youth sexual health campaigns and suggested practices for implementation



  • Follow along suggested steps to creating a campaign from start to finish

Tips, Resources & Lessons Learned

  • Explore tips and resources for creating a campaign and lessons learned from implementing a youth-led campaign

Social Media Toolkit

  • Explore a social media toolkit developed for Sexual Health Awareness Month

Sexual Health Content

  • Use posts developed by YAB members and Teen Connect interns for your social media (samples available below)


Recruitment and Engagement Resources

  • View examples of YAB recruitment and engagement efforts

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Sample Instagram Posts

STD Prevention and Testing for Teens

These posts were developed for and by teens from the Teen Connect Youth Advisory Board, a group of Hillsborough County high school students that aim to make health services more accessible to teens through an online marketing campaign, sexual health blog, and promoting youth-friendly resources in the Tampa Bay area.

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General HIV Prevention and Testing

These posts were developed by Zero Pinellas, a collaborative partnership between community organizations serving Pinellas County to combat HIV/AIDS infections through prevention, education, direct care and community engagement. Learn more at

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