title: 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.
abstract: 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.
  
  
  
  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.
  
  
  
  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.
  
  
  
  NCT02516930.
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Chuncheng
authors.initials: C
authors.lastname: Liu
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Jessica
authors.identifier: 0000-0001-5536-7019
authors.initials: J
authors.lastname: Mao
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Terrence
authors.initials: T
authors.lastname: Wong
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Weiming
authors.initials: W
authors.lastname: Tang
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Lai Sze
authors.initials: LS
authors.lastname: Tso
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Songyuan
authors.initials: S
authors.lastname: Tang
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China Guangdong Provincial Center for Skin Diseases and Sexually Transmitted Infections Control, Guangzhou, China.
authors.forename: Ye
authors.initials: Y
authors.lastname: Zhang
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Wei
authors.initials: W
authors.lastname: Zhang
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Yilu
authors.initials: Y
authors.lastname: Qin
authors.affiliation: Danlan Welfare, Guangzhou, China.
authors.forename: Zihuang
authors.initials: Z
authors.lastname: Chen
authors.affiliation: Shandong University School of Public Health, Jinan, China.
authors.forename: Wei
authors.initials: W
authors.lastname: Ma
authors.affiliation: Shandong Center for Disease Prevention and Control, Jinan, China.
authors.forename: Dianming
authors.initials: D
authors.lastname: Kang
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China Shandong University School of Public Health, Jinan, China.
authors.forename: Haochu
authors.initials: H
authors.lastname: Li
authors.affiliation: Shandong Center for Disease Prevention and Control, Jinan, China.
authors.forename: Meizhen
authors.initials: M
authors.lastname: Liao
authors.affiliation: University of North Carolina at Chapel Hill, Chapel Hill, North Carolina, USA.
authors.forename: Katie
authors.initials: K
authors.lastname: Mollan
authors.affiliation: University of North Carolina at Chapel Hill, Chapel Hill, North Carolina, USA.
authors.forename: Michael
authors.initials: M
authors.lastname: Hudgens
authors.affiliation: University of North Carolina at Chapel Hill, Chapel Hill, North Carolina, USA.
authors.forename: Barry
authors.initials: B
authors.lastname: Bayus
authors.affiliation: Guangdong Provincial Center for Skin Diseases and Sexually Transmitted Infections Control, Guangzhou, China.
authors.forename: Shujie
authors.initials: S
authors.lastname: Huang
authors.affiliation: Guangdong Provincial Center for Skin Diseases and Sexually Transmitted Infections Control, Guangzhou, China.
authors.forename: Bin
authors.initials: B
authors.lastname: Yang
authors.affiliation: University of California, San Francisco, San Francisco, California, USA.
authors.forename: Chongyi
authors.initials: C
authors.lastname: Wei
authors.affiliation: University of North Carolina Chapel Hill Project-China, Guangzhou, China.
authors.forename: Joseph D
authors.initials: JD
authors.lastname: Tucker
mesh_terms: D000293:Adolescent; D000328:Adult; D002681:China; D017280:Condoms / Q000706:statistics & numerical data*; D003362:Cost-Benefit Analysis; D063045:Crowdsourcing; D005260:Female; D015658:HIV Infections / Q000175:diagnosis / Q000517:prevention & control; D006293:Health Promotion / Q000379:methods*; D018451:Homosexuality, Male; D006801:Humans; D008297:Male; D017063:Outcome Assessment, Health Care; D012107:Research Design; D021841:Safe Sex; D012725:Sexual Behavior; D040241:Social Marketing; D013587:Syphilis / Q000175:diagnosis / Q000517:prevention & control; D063106:Transgender Persons; D014741:Video Recording
keywords: SOCIAL MEDICINE