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The CDC was prompted to evaluate "Testing Makes Us Stronger," which launched in 2011, after concerns were raised in early 2014 about the lack of data showing the effectiveness of HIV prevention messages on dating apps and websites, said David Purcell, deputy director for behavioral and social science at the CDC's Division of HIV/AIDS Prevention. "The ads on the sites are reaching the people that folks who are working in HIV prevention are trying to reach," said Hecht.
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The agency also says that sexually active MSM would benefit from more routine screenings, anywhere from two to four times a year. The CDC recommends that adults, adolescents and pregnant women get tested for HIV at least once a year. These results suggest that promoting HIV testing through MSM-specific dating sites could increase testing among MSM - a group at great risk for contracting AIDS that, as of 2011, made up over half of people living with HIV, according to the CDC. Only 42% of participants who did not receive intervention messaging reported the same.
DATING APPS FOR GAY MEN BY POPULARITY TRIAL
Researchers behind the randomized trial found that over 63% of participants exposed to HIV prevention information through online dating sites reported post 12-month HIV testing. The cost differential was also significant: The CDC paid only 22 cents per click on dating apps compared with 74 cents per click on other apps, according to the data shared in December.Ī recent intervention study published in Clinical Infectious Diseases supports the CDC's findings. They found that users on dating apps were twice as likely to click on HIV prevention ads than they were on general apps - 0.30% compared with 0.15%. The CDC examined paid ad analytics from gay-specific dating and entertainment apps, including Scruff and GAY FM. "The sites are a very smart, strategic way of engaging users in HIV/STI prevention activities," said Jen Hecht, director of program development and operations at San Francisco AIDS Foundation, a member of the Building Healthy Online Communities consortium. To reach these findings, the federal health agency analyzed three years worth of online paid media performance data for its "Testing Makes Us Stronger" HIV testing campaign aimed at black MSM. It is essential for the LGBTQ+ community to feel accepted and represented in all aspects of life.Data evaluated by the CDC has shown that, when looking at cost and click-through rates, paid HIV testing ads perform better on dating apps and websites than on general interest sites, CDC officials said at the National HIV Prevention Conference in December. When using gay dating apps, there is a certain level of freedom of expression that one may not find on mainstream platforms.
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