None listed
Conditions
Brief summary
Overseas-born gay, bisexual men and other men who have sex with men (Ob-GBM) populations are at an increased risk of HIV in Australia. Despite the availability of Pre-Exposure Prophylaxis (PrEP), they experience socio-cultural, and systemic barriers to accessing PrEP as an effective HIV prevention biomedical tool. Behavioural economics is a relatively new field, that is being applied by governments in policies and interventions to alter an individual’s behaviour in a predictable and cost-effective manner. It can be a powerful approach that blends psychological insights with economic decision-making processes of individuals, through ‘nudges’. A nudge is any aspect of the choice architecture that alters people’s behaviour in a predictable way without forbidding any options or significantly changing their economic incentives, such as using the default option, or social norms. For example, in health, nudges have been applied to improve the rate of organ donations, and to increase the rate of attendance at hospital consultations. In the field of HIV, the application of behavioural economics is also novel, and this study aims to contribute to the evidence of applications of nudges in HIV-related interventions. This study aims to run an online (social media) nudge campaign to improve PrEP awareness and access through an ad campaign on social media platforms that target particularly among (overseas-born gay, bisexual men, and men who have sex with men (Ob-GBM) populations in Australia.
Interventions
An Online (Social media) Nudge Ad Campaign will be conducted over a period of 1 month in June 2022 on gay dating apps (e.g. Grindr, Jack’d, Hornet) and other social media platforms (e.g. Facebook). This campaign is aimed to target overseas-born gay, bisexual men, and other men who have sex with men (Ob-GBM) living in Australia.
The campaign will have one intervention arm and one control arm. The intervention ad image will include an everyday-looking Asian model, plain facts about PrEP (i.e. “P
An Online (Social media) Nudge Ad Campaign will be conducted over a period of 1 month in June 2022 on gay dating apps (e.g. Grindr, Jack’d, Hornet) and other social media platforms (e.g. Facebook). This campaign is aimed to target overseas-born gay, bisexual men, and other men who have sex with men (Ob-GBM) living in Australia. The campaign will have one intervention arm and one control arm. The intervention ad image will include an everyday-looking Asian model, plain facts about PrEP (i.e. “PrEP – 99% effective at preventing HIV”), a call to action (e.g. “Wanna get PrEP’D?”, “find out more”), and the text “www.pan.org.au”. The intervention ad will be static. When an individual clicks on an intervention campaign ad on social media, it will redirect them to the PAN website (www.pan.org.au) where they can learn about PrEP, access a list of health providers who prescribe PrEP or online pharmacy websites to buy PrEP medication. The intervention ad will be shown on social media platforms, such as Facebook and gay dating apps (i.e. Grindr). On Facebook, the ad image will be displayed on the user’s feed. On the dating apps, it will be displayed as interstitial ads.
Sponsors
Gilead Pharmaceuticals
Study design
Allocation
Randomised controlled trial
Intervention model
Parallel
Primary purpose
Prevention
Masking
Open (masking not used)
Eligibility
Sex/Gender
All
Age
18 Years to No maximum
Healthy volunteers
Yes
Inclusion criteria
Any gender 18 years old and above individuals who have access to social media
Exclusion criteria
NONE
Outcome results
None listed