Accepted for/Published in: JMIR Research Protocols
Date Submitted: May 18, 2020
Date Accepted: Aug 11, 2020
Comparing Web-Based Platforms for Promoting HIV Self-Testing and PrEP Uptake in High-Risk MSM: Protocol for a Longitudinal Cohort Study
ABSTRACT
Background:
The majority of those living with human immunodeficiency virus (HIV) are men who have sex with men (MSM), and young, minority MSM account for more new HIV infections than any other group. HIV transmission can be reduced through detection and early treatment initiation or starting pre-exposure prophylaxis (PrEP), but rates of testing are lower than recommended among MSM and PrEP uptake has been slow. Although promoting HIV testing and PrEP uptake by placing advertisements on web-based platforms—such as social media websites and dating apps—is a promising approach for promoting HIV testing and PrEP, the relative effectiveness of HIV prevention advertising on common web-based platforms is underexamined.
Objective:
This study aims to evaluate the relative effectiveness of advertisements placed on three types of web-based platforms (social media websites, dating applications [apps], and informational websites) for promoting HIV self-testing and PrEP uptake.
Methods:
Advertisements will be placed on social media websites (Facebook, Instagram, and Twitter), dating apps (Grindr, Jack’d, Hornet), and informational search websites (Google, Yahoo, Bing) to recruit approximately 400 young (18-30 years), minority (Black/Latino) MSM at elevated risk of HIV exposure. Recruitment will occur in three waves, with each wave running advertisements on one website from each platform. The number of participants per platform is not pre-specified, and recruitment in each wave will occur until approximately 133 HIV self-tests are ordered. Participants will complete a baseline survey assessing risk behavior, substance use, psychological readiness to test, and attitudes and then receive an electronic code to order a free home-based HIV self-test kit. Two follow-ups are planned to assess HIV self-test result and PrEP uptake.
Results:
Recruitment is in progress and is anticipated to be completed by fall 2020.
Conclusions:
Findings may improve our understanding of how the platform users’ receptivity to test for HIV differs across web-based platforms and thus may assist in facilitating web-based HIV prevention campaigns. Clinical Trial: ClinicalTrials.gov NCT04155502
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