Joseph Tak Fai Lau*, School of Public Health and Primary Care, The Chinese University of Hong Kong, Shatin, Hong Kong Wenjuan Wang, School of Public Health and Primary Care, The Chinese University of Hong Kong, Shatin, Hong Kong Phoenix Kit Han Mo, School of Public Health and Primary Care, The Chinese University of Hong Kong, Shatin, Hong Kong Jinghua Li, School of Public Health and Primary Care, The Chinese University of Hong Kong, Shatin, Hong Kong Li Crystal Jiang, Department of Media and Communication, C, Kowloon, Hong Kong Track: Research Presentation Topic: Building virtual communities and social networking applications for patients and consumers Presentation Type: Poster presentation Submission Type: Single Presentation Last modified: 2013-09-25

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Background: The HIV prevalence among men who have sex with men (MSM) in China has been increasing sharply in the last decade. The HIV prevalence among MSM in Chengdu is over 20%; the prevalence of unprotected anal sex (UAI) is about 70% and about 85% of them are using electronic social network programs. Social network sites (SNSs) is a potentially useful platform for health intervention among MSM.

Objective: The present study evaluates the efficacy of an SNS-based intervention in increasing HIV-related risk perception and reducing HIV risk behaviors among MSM in China using a pre- and post- design.

Methods: In collaboration with a non government organization (NGO) in Chengdu, China, the intervention will be delivered through a gay-friendly Sina Weibo (Chinese version of Twitter) group which is currently enrolled by over 10,000 MSM members and managed by the collaborating NGO. Five sets of structured and evidence-based messages will be posted to all 10,000+ group members weekly: 1) introduction, 2) high and rising HIV prevalence among MSM in Chengdu, 3) high prevalence of syphilis (>20%) among MSM in Chengdu and increased HIV risk via co-infection among MSM, 4) high risk of HIV seroconversion associated with finding sex partners in gay saunas (OR about 3), and 5) high risk of HIV seroconversion associated with unprotected anal intercourse (UAI) with same-sexed regular partners (OR about 2.5). Each message will be sign-posted to several links: 1) elaboration of the evidence, 2) a polling to establish social norm, 3) a narrative to increase relevance and stimulate feedback and 4) resources for testing and counseling. A staff will monitor and manage feedbacks. The intervention will be based on the Extended Parallel Process Model (EPPM), and a gain-framed appeal will be used to promote effectiveness of the message. Outcome for assessment includes change in: 1) HIV/STD related risk perception, 2) intention to take up HIV testing and use condoms, 3) actual condom use. A sample of about 400 MSM users will be randomly selected to fill out an electronic pre-intervention baseline questionnaire and a post-intervention questionnaire (a month after dissemination of the last message).

Results: The results will be presented in the meeting.

Conclusions: The intervention, if successful, will have important implications for practice as it is evidence-based, low-cost, and does not require professionals for administration. It is easily scalable as it is manual-based and the penetration of SNS in MSM is high.