Background: Sub-Saharan African HIV programs have had limited success in engaging men. Crowdsourcing contests may be a useful method to spur men's engagement in HIV services. We evaluated contributions and social media response to a crowdsourcing contest focused on increasing men's engagement in HIV services in Eswatini.
Methods:We conducted a crowdsourcing contest to gain insight from the public on how HIV campaigns can more effectively engage young (20-40 years old) men in HIV services. Eligible submissions included images, songs, videos, and internet memes. We used standard qualitative methods to examine textual themes from submissions. We examined social media response using Facebook analytics, comparing the number of people reached through crowdsourced HIV messages and the number of people reached through standard HIV messages.
Results:We received 144 submissions from 83 participants. They represented 55 towns and all four regions of Eswatini. The contest page gained 461 followers on Facebook. Emergent themes included appealing to men's culturally-rooted roles as providers and protectors by suggesting that