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BMJ Open. 2016 Oct 3;6(10):e010755. doi: 10.1136/bmjopen-2015-010755.

Comparing the effectiveness of a crowdsourced video and a social marketing video in promoting condom use among Chinese men who have sex with men: a study protocol.

Author information

1
University of North Carolina Chapel Hill Project-China, Guangzhou, China.
2
University of North Carolina Chapel Hill Project-China, Guangzhou, China Guangdong Provincial Center for Skin Diseases and Sexually Transmitted Infections Control, Guangzhou, China.
3
Danlan Welfare, Guangzhou, China.
4
Shandong University School of Public Health, Jinan, China.
5
Shandong Center for Disease Prevention and Control, Jinan, China.
6
University of North Carolina Chapel Hill Project-China, Guangzhou, China Shandong University School of Public Health, Jinan, China.
7
University of North Carolina at Chapel Hill, Chapel Hill, North Carolina, USA.
8
Guangdong Provincial Center for Skin Diseases and Sexually Transmitted Infections Control, Guangzhou, China.
9
University of California, San Francisco, San Francisco, California, USA.

Abstract

INTRODUCTION:

Crowdsourcing has been used to spur innovation and increase community engagement in public health programmes. Crowdsourcing is the process of giving individual tasks to a large group, often involving open contests and enabled through multisectoral partnerships. Here we describe one crowdsourced video intervention in which a video promoting condom use is produced through an open contest. The aim of this study is to determine whether a crowdsourced intervention is as effective as a social marketing intervention in promoting condom use among high-risk men who have sex with men (MSM) and transgender male-to-female (TG) in China.

METHOD:

We evaluate videos developed by crowdsourcing and social marketing. The crowdsourcing contest involved an open call for videos. Entries were judged on capacity to promote condom use, to be shareable or 'go viral' and to give value to the individual. 1170 participants will be recruited for the randomised controlled trial. Participants need to be MSM age 16 and over who have had condomless anal sex in the last 3 months. Recruitment will be through an online banner ad on a popular MSM web page and other social media platforms. After completing an initial survey, participants will be randomly assigned to view either the social marketing video or the crowdsourcing video. Follow-up surveys will be completed at 3 weeks and 3 months after initial intervention to evaluate condomless sex and related secondary outcomes. Secondary outcomes include condom social norms, condom negotiation, condom self-efficacy, HIV/syphilis testing, frequency of sex acts and incremental cost.

ETHICS AND DISSEMINATION:

Approval was obtained from the ethical review boards of the Guangdong Provincial Center for Skin Diseases and STI Control, UNC and UCSF. The results of this trial will be made available through publication in peer-reviewed journals.

TRIAL REGISTRATION NUMBER:

NCT02516930.

KEYWORDS:

SOCIAL MEDICINE

PMID:
27697868
PMCID:
PMC5073617
DOI:
10.1136/bmjopen-2015-010755
[Indexed for MEDLINE]
Free PMC Article

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