| Field | Before | After |
|---|---|---|
| Field Abstract | Before Sex workers represent one of the highest-risk population for sexually transmitted infections (STIs), yet they remain underserved by conventional health systems. While STI prevalence remains relatively low in the general populations of most high-income countries, sex workers face significantly higher exposure to both viral and bacterial infections. Despite the importance of early diagnosis and treatment, structural and social barriers, including stigma, legal precarity, and lack of health insurance, limit access to preventive care and routine screening. This study evaluates the effectiveness of a keyword-based online advertising campaign aimed at increasing engagement with free and anonymous STI screening services among sex workers in Israel. The campaign targets individuals actively searching for STI-related symptoms or sexual health information, using algorithm-driven ad delivery to guide them toward testing services. We assess the campaign's effectiveness in reaching the target population and promoting actual service uptake, using metrics such as click-through rates, appointment scheduling, and confirmed clinic visits. Beyond measuring reach and appointment scheduling, the study tests which types of messaging, i.e. framing mechanisms such as appeals to present bias, social support, competitiveness, or alert, are most effective in encouraging testing behavior. We also compare two methods for linking online exposure to offline behavior: geographic conversion tracking and direct conversion via online appointment scheduling. Finally, a cost-effectiveness analysis will estimate the cost per additional STI screening generated by the campaign. The study aims to generate evidence on how digital advertising tools, particularly those driven by AI and behavioral insights, can be leveraged to improve public health access for hard-to-reach and stigmatized populations. | After Sex workers represent one of the highest-risk population for sexually transmitted infections (STIs), yet they remain underserved by conventional health systems. While STI prevalence remains relatively low in the general populations of most high-income countries, sex workers face significantly higher exposure to both viral and bacterial infections. Despite the importance of early diagnosis and treatment, structural and social barriers, including stigma, legal precarity, and lack of health insurance, limit access to preventive care and routine screening. This study evaluates the effectiveness of a keyword-based online advertising campaign aimed at increasing engagement with free and anonymous STI screening services among sex workers in Israel. The campaign targets individuals actively searching for STI-related symptoms or sexual health information, using algorithm-driven ad delivery to guide them toward testing services within a local clinic. We assess the campaign’s effectiveness in reaching the target population and promoting actual service uptake, using metrics such as click-through rates, appointment scheduling, and confirmed clinic visits. Beyond measuring reach and appointment scheduling, the study tests which types of messaging, i.e. framing mechanisms such as appeals to present bias, social support, competitiveness, or alert, are most effective in encouraging testing behavior. We compare two methods of linking online ad exposure to subsequent health behavior: (1) conversions through online appointment scheduling, and (2) offline, “real-world” conversions, by linking actual clinic visits back to the corresponding ads. Finally, a cost-effectiveness analysis will estimate the cost per additional STI screening generated by the campaign. The study aims to generate evidence on how digital advertising tools, particularly those driven by AI and behavioral insights, can be leveraged to improve public health access for hard-to-reach and stigmatized populations. |
| Field Trial Start Date | Before August 01, 2025 | After July 01, 2025 |
| Field Last Published | Before July 03, 2025 03:45 PM | After July 10, 2025 06:48 AM |
| Field Intervention Start Date | Before August 01, 2025 | After July 10, 2025 |
| Field Primary Outcomes (End Points) | Before To measure the success of the campaign, more specifically, of the different ads, we focus on the following outcomes, aligning with the two potential real-world measurements: 1) The number of individuals who have been exposed to our ads making an appointment for a STI test or a visit to the STI clinic (measured via the designated clinic website) 2) The number of individuals that have been exposed to our ads undergoing a STI test (via geographic conversion measured via the advertising platform) 3) Number of individuals who click on our ads (click throughs) We will compare the performance and cost of each ad variant to identify the most effective messaging strategy for driving cost-effective uptake of STI screening services. | After To measure the success of the campaign, more specifically, of the different ads, we focus on the following outcomes: 1) The number of individuals who have been exposed to our ads making an appointment for a STI test or a visit to the STI clinic (measured via the designated clinic website) 2) The number of individuals that have been exposed to our ads undergoing a STI test (measured in the clinic and linking back individuals to the respective ad they saw) 3) Number of individuals who click on our ads (click throughs) We will compare the performance and cost of each ad variant to identify the most effective messaging strategy for driving cost-effective uptake of STI screening services. |
| Field Public locations | Before No | After Yes |
| Field | Before | After |
|---|---|---|
| Field Document | Before |
After
Reaching the unreachable_STI Campaign_Concept Note.pdf
MD5:
84bdea6ba8c6759c8479735597fbe049
SHA1:
161d419411a55087cd20286e18d595b2426cabdd
|
| Field Title | Before | After Study Details and Analysis Plan |
| Field | Value |
|---|---|
| Field Document |
Value
Reaching the unreachable_STI Campaign_Concept Note.pdf
MD5:
d0c945e0a1b49f56c7532f355901ce4a
SHA1:
57aeec9c2c90314281c8629e006a401d4d54727f
|
| Field Title | Value Study Design and Analysis Plan |