PMID: 29770003Feb 4, 2016Paper

Impact of a social media campaign targeting men who have sex with men during an outbreak of syphilis in Winnipeg, Canada

Canada Communicable Disease Report = Relevé Des Maladies Transmissibles Au Canada
C RossP Plourde

Abstract

The city of Winnipeg has experienced a surge of infectious syphilis cases since the fall of 2012, concentrated among men who have sex with men (MSM) and who use social media technologies-including phone applications-to meet sexual contacts. To evaluate the acceptability, cost and effectiveness of a campaign promoting syphilis testing on popular websites and applications used by MSM in the Winnipeg Health Region (WHR). The Winnipeg Regional Health Authority developed a campaign in March 2014 highlighting the syphilis outbreak and the importance of seeking testing. Over one month, advertisements appeared on four web-platforms: Grindr, Facebook, Squirt and the Gay Ad Network. When clicked, ads would direct the user to an information website. Acceptability was assessed using the number of 'clicks' elicited by advertisements on each platform. The cost of each platform's run of advertisements was compared to the number clicks elicited to produce a cost-per-click ratio for each platform. Effectiveness was assessed by comparing the number of syphilis tests ordered for male residents of the Winnipeg Health Region in the seven-week period before and after the campaign, as well as to the same time periods in 2012 and 2013. Out of 800,000 ...Continue Reading

References

Jul 3, 2007·Health Education & Behavior : the Official Publication of the Society for Public Health Education·Rick S ZimmermanMary Lee Horosewski
Dec 5, 2009·Sexually Transmitted Diseases·Sally C StephensJeffrey D Klausner
Oct 12, 2010·Lancet·Melanie A WakefieldRobert C Hornik
Sep 18, 2012·Journal of Urban Health : Bulletin of the New York Academy of Medicine·Raphael J LandovitzSteven Shoptaw
Mar 5, 2013·Social Science & Medicine·Rebecca Langford, Catherine Panter-Brick
Jun 27, 2013·BMC Public Health·Ashleigh R TuiteSharmistha Mishra

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Citations

Mar 15, 2019·Epidemiology and Infection·G SpiteriA J Amato-Gauci
Feb 22, 2018·Sexually Transmitted Diseases·Michelle ShuelRaymond S W Tsang
Nov 2, 2021·International Journal of STD & AIDS·Lauren Orser, Patrick O'Byrne

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