Effect of an Online (Social Media) Nudge Campaign to improve PrEP use among overseas-born gay, bisexual and other men who have sex with men

INTERVENTION: 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. CONDITION: HIV infection; ; HIV infection Infection ‐ Acquired immune deficiency syndrome (AIDS / HIV) PRIMARY OUTCOME: Number of individuals who arrive at the PAN website through clicking on the campaign ad images. The outcome will be measured by accessing google analytics data for the specific ad campaign website of PAN. [During the 4 weeks of the intervention period] SECONDARY OUTCOME: Actions undertaken after seeing the ad. The outcome will be measured through an online survey using the same social media platforms used in the campaign. The outcome will be assessed using descriptive statistics and narrative synthesis of free‐text responses. ; ; The survey was designed specifically for this study. [2 week period of survey conducted 1 week after the campaign intervention period ] Number of individuals who click on the link, “PrEP Blog” on the PAN website. The outcome will be measured by accessing google analytics data, and Hotjar for the specific ad campaign website of PAN.[During the 4 weeks of the intervention period] Number of individuals who saw the campaign ad. The outcome will be measured through an online survey using the same social media platforms used in the campaign. The outcome will be assessed using descriptive statistics and narrative synthesis of free‐text responses. ; ; The survey was designed specifically for this study. [2 week period of survey conducted 1 week after the campaign intervention period ] Number of individuals who click on the link, “Buy PrEP online” on the PAN website. The outcome will be measured by accessing google analytics data, and Hotjar for the specific ad campaign website of PAN.[During the 4 weeks of the intervention period] Number of individuals who click on the link, “Where to get PrEP” on the PAN website. The outcome will be measured by accessing google analytics data, and Hotjar for the specific ad campaign website of PAN. ; [During the 4 weeks of the intervention period] Number of individuals who click on the non‐English language PrEP information links on the PAN website. The outcome will be measured by accessing google analytics data, and Hotjar for the specific ad campaign website of PAN.[During the 4 weeks of the intervention period] Their impressions of the ad (e.g. what they liked or disliked). The outcome will be measured through an online survey using the same social media platforms used in the campaign. The outcome will be assessed using descriptive statistics and narrative synthesis of free‐text responses. ; ; The survey was designed specifically for this study. [2 week period of survey conducted 1 week after the campaign intervention period ] INCLUSION CRITERIA: Any gender 18 years old and above individuals who have access to social media