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Sex Transm Dis. 2019 Mar;46(3):172-178. doi: 10.1097/OLQ.0000000000000930.

Reimagining Health Communication: A Noninferiority Randomized Controlled Trial of Crowdsourced Intervention in China.

Author information

1
SESH Study Group of University of North Carolina at Chapel Hill, Guangzhou, China.
2
School of Medicine.
3
Department of Biostatistics, University of North Carolina at Chapel Hill, Chapel Hill, NC.
4
School of Public Health, Shandong University.
5
Shandong Provincial Center for Disease Prevention and Control, Jinan, China.
6
Sc Rutgers University, Newark, NJ.

Abstract

BACKGROUND:

Crowdsourcing, the process of shifting individual tasks to a large group, may be useful for health communication, making it more people-centered. We aimed to evaluate whether a crowdsourced video is noninferior to a social marketing video in promoting condom use.

METHODS:

Men who have sex with men (≥16 years old, had condomless sex within 3 months) were recruited and randomly assigned to watch 1 of the 2 videos in 2015. The crowdsourced video was developed through an open contest, and the social marketing video was designed by using social marketing principles. Participants completed a baseline survey and follow-up surveys at 3 weeks and 3 months postintervention. The outcome was compared with a noninferiority margin of +10%.

RESULTS:

Among the 1173 participants, 907 (77%) and 791 (67%) completed the 3-week and 3-month follow-ups. At 3 weeks, condomless sex was reported by 146 (33.6%) of 434 participants and 153 (32.3%) 473 participants in the crowdsourced and social marketing arms, respectively. The crowdsourced intervention achieved noninferiority (estimated difference, +1.3%; 95% confidence interval, -4.8% to 7.4%). At 3 months, 196 (52.1%) of 376 individuals and 206 (49.6%) of 415 individuals reported condomless sex in the crowdsourced and social-marketing arms (estimated difference: +2.5%, 95% confidence interval, -4.5 to 9.5%). The 2 arms also had similar human immunodeficiency virus testing rates and other condom-related secondary outcomes.

CONCLUSIONS:

Our study demonstrates that crowdsourced message is noninferior to a social marketing intervention in promoting condom use among Chinese men who have sex with men. Crowdsourcing contests could have a wider reach than other approaches and create more people-centered intervention tools for human immunodeficiency virus control.

PMID:
30741854
PMCID:
PMC6380681
[Available on 2020-03-01]
DOI:
10.1097/OLQ.0000000000000930

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