Piloting a Waze campaign to support National HIV Testing Day
The Centers for Disease Control and Prevention (CDC) has a national HIV testing and prevention campaign, called Doing It, to motivate all adults to get tested for HIV.
Westat supported CDC in a collaboration with Waze, the world’s largest community-based traffic and navigation app, on a pilot initiative to help drivers in Atlanta find clinics where they could get tested for HIV. Atlanta was selected based on recent CDC incidence data on HIV infections in the city.
- Using locations listed in the CDC’s online locator map for HIV testing sites, the Waze app showed drivers a “Doing It” pin when they were near a testing site.
- While stopped in their car, users tapped the pin for more information and chose either “Save for Later” to save the information in their Waze inbox or “Drive There” to get directions to the location.
- The pilot began on June 20, 2016, and finished on June 27, 2016, which was National HIV Testing Day.
- More than 5.5 million pin impressions were generated, with almost 2,000 clicks on the pin, almost 1,500 clicks on “Save for Later,” and almost 600 clicks to change direction and “Drive There.”
- Navigation rates were highest on the first day of the campaign (4.46%) and on National HIV Testing Day (3.16%).
- Testing locations that users were most likely to click and get directions to were also able to be identified.
- The Waze campaign was unique in that it provided evidence of behavior change by Waze users who took the extra step to “Drive There.”
- This pilot initiative ultimately established benchmarks by which future digital public health initiatives can be measured.