“Testing is Healthy” TimePlay campaign: Evaluation of sexual health promotion gamification intervention targeting young adults

Qinya Zhang, Kim J. Huhn, Andy Tan, Rachel E. Douglas, Helen Guiyun Li, Michelle Murti, Victoria Lee

Abstract


OBJECTIVES: The objectives of the study were to 1) describe the implementation of the “Testing is Healthy” campaign in four locations in British Columbia (BC) and 2) report process evaluation indicators for the campaign.

PARTICIPANTS: Young adults ages 20–29 years, the age group with the highest reported rates of chlamydia and gonorrhea in BC.

SETTINGS: Movie theatres located in Langley, Burnaby, Coquitlam and Surrey, which are communities served by the Fraser Health Authority (FHA) in BC.

INTERVENTION: The FHA launched the campaign in 2014 and 2015 to bring down the prevalence of sexually transmitted infections (STIs) and HIV in the region. The campaign used the Cineplex TimePlay platform to engage moviegoers in answering STI/HIV-related questions, and to connect them to a clinic finder on the BC Centre for Disease Control Sex Smart Resource (SSR) website. TimePlay includes elements of gaming, is technology-based, and has been a successful advertisement platform for consumer products and services. However, this is the first time it has been used for sexual health promotion. The campaign was evaluated for 1) reach, based on theatre attendance and TimePlay participation, and 2) the effectiveness of connecting people to sexual health information using SSR web analytics.

OUTCOMES: In total, the campaign received 548 410 views and 77 149 plays. SSR web analytics showed a significant increase in unique page views of the Clinic Finder page between the first and the second campaign.

IMPLICATIONS: The campaign reached a large population at a low cost and was correlated with spikes in the unique page views for the Clinic Finder page.


Keywords


Sexually transmitted infections; HIV; young adults; youth; public health; social marketing campaign; digital gaming; TimePlay

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DOI: http://dx.doi.org/10.17269/cjph.108.5634