Abstract
Objectives
Young adults are disproportionately affected by sexually transmitted and blood-borne infections (STBBIs), and rates of STBBI screening in this population are persistently low. The present study examined the effectiveness of Club Sexu’s social marketing campaign, DépistaFest, in increasing STBBI screening, screening intentions, and general STBBI and STBBI screening knowledge among young adults in Quebec, Canada. Grounded in the health belief model, the campaign provided practical and scientifically accurate information on STBBIs and screening using an inclusive, positive, and playful approach.
Methods
A sample of 686 participants (M = 28.0 years old) was recruited through Club Sexu’s social media to complete an online survey assessing campaign exposure, recent STBBI screening, screening intentions, and general STBBI and screening knowledge. Logistic regressions and ANCOVAs were performed to examine group differences on outcome variables.
Results
Compared to nonexposed participants, those who were exposed to the campaign were 2.11 times more likely to report having been tested in the past 6 months, and 2.07 times more likely to report planning to get tested in the next 6 months. Exposed participants were also more likely to correctly answer general STBBI knowledge questions and reported higher levels of self-perceived STBBI screening knowledge than nonexposed participants.
Conclusion
The findings support the effectiveness of an STBBI prevention campaign grounded in the health belief model. Future STBBI prevention campaigns aimed at young adults would benefit from destigmatizing STBBIs and normalizing STBBI screening using an inclusive, positive, and playful approach.
Résumé
Objectifs
Les jeunes adultes sont disproportionnellement affectés par les infections transmissibles sexuellement et par le sang (ITSS), et les taux de dépistage des ITSS au sein de cette population demeurent faibles. La présente étude a examiné l’efficacité de DépistaFest, une campagne de marketing social créée par Club Sexu, pour augmenter le dépistage des ITSS, les intentions de dépistage et les connaissances générales sur les ITSS et le dépistage chez les jeunes adultes québécois. Fondée sur le modèle des croyances relatives à la santé, cette campagne a fourni des informations pratiques et des informations sur les ITSS et le dépistage basées sur les données probantes en employant une approche inclusive, positive et ludique.
Méthodologie
Un échantillon de 686 participants (M = 28,0 ans) a été recruté à travers les réseaux sociaux de Club Sexu pour remplir un questionnaire en ligne évaluant l’exposition à la campagne, le dépistage récent des ITSS, les intentions de dépistage et les connaissances générales sur les ITSS et le dépistage. Des régressions logistiques et des ANCOVAs ont été effectués pour examiner les différences entre les groupes à l’égard des variables dépendantes.
Résultats
Comparativement aux participant·e·s non exposé·e·s, ceux et celles qui ont été exposé·e·s à la campagne étaient 2,11 fois plus susceptibles d’indiquer avoir eu recours au dépistage au cours des six derniers mois, et 2,07 fois plus susceptibles de déclarer qu’ils et elles prévoyaient de se faire dépister au cours des six prochains mois. Les participant·e·s exposé·e·s étaient également plus susceptibles que les participant·e·s non exposé·e·s de répondre correctement aux questions de connaissances générales sur ITSS et rapportaient des niveaux plus élevés de connaissances auto-perçues en matière de dépistage des ITSS.
Conclusion
Les résultats soutiennent l’efficacité d’une campagne de prévention des ITSS fondée sur le modèle de croyances en santé. Les futures campagnes de prévention des ITSS ciblant les jeunes adultes gagneraient à déstigmatiser les ITSS et à normaliser le dépistage des ITSS en employant une approche inclusive, positive et ludique.
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LJS was involved in the development of the questionnaire, data analysis, and writing of the manuscript. EG and MB were involved in the development of the questionnaire and writing of the manuscript. CS was responsible for the creation of the evaluated campaign as well as for participant recruitment for the present study.
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The present study was approved by the Université du Québec à Montréal’s institutional research ethics board (#2022-4749).
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All participants electronically provided consent before accessing the online survey.
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Conflict of interest
While the publication of this manuscript may help to secure funding for future DépistaFest campaigns, it will not guarantee it.
While the first three authors are not employed at Club Sexu, they have been collaborating with Club Sexu since 2019 on several paid projects as freelancers. However, their continued involvement in Club Sexu’s many projects does not depend on the publication of this paper.
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Séguin, L.J., Gareau, E., Bosom, M. et al. DépistaFest: The evaluation of an inclusive, positive, and playful STBBI screening campaign’s effectiveness. Can J Public Health 115, 250–258 (2024). https://doi.org/10.17269/s41997-024-00862-0
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DOI: https://doi.org/10.17269/s41997-024-00862-0
Keywords
- Social marketing campaign
- Awareness campaign
- Sexually transmitted infections
- STBBI screening
- Sexual health