HIV-related StigmaNCT06724445
Empathy in Frames: Animated Cartoons To Reduce HIV Stigma Among South African Young Adults
A study testing Thabo cartoon and Steve cartoon in people with HIV-related Stigma, run by Columbia University at 1 site in South Africa.
Trial summary
This study looks at whether using cartoons that reflect the culture of South Africa can help change how young adults there think about HIV/AIDS. This study will test two types of cartoons in a two-arm (treatment, comparator) randomized controlled trial design-one with Black characters and one with White characters-to… Read more about this study
- Who is it for?
- Ages 18 to 35 years
- Conditions the study is for
- HIV-related Stigma
- What is being tested?
- Thabo cartoon and Steve cartoon
- Type of treatment
- Lifestyle or therapy programme
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 1,496 participants
- Where
- 1 siteSouth Africa
- Study dates
- 11 Nov 2024to 23 Dec 2024
- Phase
- Interventional
- Are there results?
- None posted in the registry
Key requirements
Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.
- Ages 18 to 35 years
- All sexes
- No healthy volunteers
- Adult
Who may be able to join
- Must self-identify as Black South African
- Must be HIV seronegative
- Age range: 18-35 years
- Must currently reside in South Africa
- Must have basic English language comprehension
- Must have internet access to view video content
Who cannot join
- Prior participation in HIV stigma reduction interventions
- HIV seropositive status
- Non-Black South African identity
- Outside target age range (18-35)
Trial locations and contacts
1 site in 1 country.
South Africa1 site
Busara Center for Behavioral Economics
Multiple Locations
About this study
Official title: Empathy in Frames: Assessing the Impact of Ethnic Concordance in Animated Cartoons on HIV/AIDS Stigma Among South African Young Adults
This study looks at whether using cartoons that reflect the culture of South Africa can help change how young adults there think about HIV/AIDS. This study will test two types of cartoons in a two-arm (treatment, comparator) randomized controlled trial design-one with Black characters and one with White characters-to see how they affect people's attitudes and knowledge about HIV/AIDS. Randomly allocated participants will be Black seronegative South African adults between 18 and 35 years old. This group was chosen because they're a demographic disproportionately affected by HIV, they're at a high point in their lives for shaping and sharing beliefs, and they're also highly active online, which is where this study takes place.
The cartoons will show the daily struggles of the protagonist living with HIV/AIDS, and end with a call to action. The study aims to highlight how the characters' ethnicity influences how viewers feel about and remember the message. The investigators want to understand if seeing characters who look like them helps people understand and empathize more. The aim of this study is to learn how cultural representation can improve health communication and guide future efforts to reduce stigma in different communities. Ultimately, the investigators hope this study will contribute to better public health messages and create a more accepting environment for people with HIV/AIDS.
- Conditions
- HIV-related Stigma
- Being tested
- Thabo cartoon, Steve cartoon
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Thabo cartoonBehavioural
The animated cartoon features Thabo, a Black South African man living with HIV. Through his narrative, viewers follow his daily experiences managing his condition and confronting societal stigma in a South African context. The story explores his interactions with family, friends, and community members, highlighting both challenges and moments of resilience. The animation concludes with Thabo delivering an anti-stigma message directly to viewers.
Steve cartoonBehavioural
The animated cartoon follows Steve, a White man living with HIV. His narrative parallels Thabo's, showing his daily experiences managing HIV and facing societal stigma. The story depicts his interactions with family, friends, and community members, presenting the same situations and challenges as in Thabo's story. The animation ends with Steve delivering the same anti-stigma message to viewers.
| Study group | Role | What they receive |
|---|---|---|
| Thabo group | Experimental | Participants will view a cartoon video featuring a Black seropositive protagonist Receives: Behavioral: Thabo cartoon |
| Steve group | Active comparator | Participants will view a cartoon video featuring a White seropositive protagonist Receives: Behavioral: Steve cartoon |
What is being measured
The primary outcome is the main question the study is designed to answer.
Attitudes towards HIV
HIV-related attitudes are measured using Beaulieu et al's SAT-PLWHA-S survey instrument, designed specifically to measure stigmatizing attitudes towards HIV/AIDS. The objective of this questionnaire is to measure participants' own HIV-related behaviors. This measurement uses a 5-point Likert-type scale (from 1 =strongly disagree to 5 = strongly agree) to understand how participants behave when confronted with HIV-related information. Respondents will be asked to answer items such as "Stories featuring diverse ethnic backgrounds make me feel more connected to the content" or "Ethnic diversity in health messages affects my trust in their accuracy".
A higher score indicates more positive attitudes and comfort levels regarding HIV and people living with HIV.
Measured: Up to 14 days
Health Ethnicity Perceptions
A composite index measuring participants' perceptions of the relevance, relatability, and trustworthiness of health messages based on the ethnicity of the message source. Items assess how protagonist ethnicity influenced viewers' ability to engage with the content, trust the information, and find the message relatable.
3-item Likert scale index (1-5), with higher scores indicating more positive perceptions of ethnic concordance in health messaging.
Measured: Up to 14 days
Secondary outcomes (3)
Behavioral intentions
Behavioral Intentions will be measured using a shortened version of the Theory of Planned Behavior (TPB) Questionnaire used to assess attitudes toward the behavior, subjective norms, and perceived behavioral control. Focusing on attitudes, subjective norms, perceived behavioral control, and intention towards a specific behavior (e.g., engaging in HIV prevention practices) can yield a concise measure. This measure uses a 5 point Likert-type scale (from 1 = strongly disagree to 5 = strongly agree).
A higher score indicates greater readiness and confidence to engage in HIV stigma reduction activities.
Measured: Up to 14 days
HIV knowledge
HIV knowledge is assessed using a shortened version of Carey and Colls' HIV Knowledge Questionnaire (HIV-KQ-18). Respondents will be required to rate their understanding of the infection, transmission, and treatment of HIV on a binary scale (1 = true, 2 = false). Typical questions range from "Can HIV be transmitted by sharing food with someone who is HIV positive?" to "A person with HIV can have an undetectable viral load with proper treatment".
A higher score indicates greater certainty of HIV knowledge.
Measured: Up to 14 days
Viewer Engagement with Cartoon
Quality of engagement will be measured using a shortened version of the User Engagement Scale (UES) adapted for health-related animated cartoons. This scale is designed to provide insights into how these interventions capture and hold the audience's attention, and potentially influence their health knowledge and behaviors. This measurement uses a 5-point Likert-type scale (from 1 = strongly disagree to 5 = strongly agree) to measure focused attention, perceived usability, aesthetic appeal, reward, and endurability.
A higher score indicates greater perceived effectiveness and engagement with cartoon-based HIV health messaging.
Measured: 14 days
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted9 Dec 2024
- Study start11 Nov 2024
- Primary completion23 Dec 2024
- Study completion23 Dec 2024
Resources
- Official record on ClinicalTrials.govThe registry entry this page is built from, with its full change history.
- Other trials for HIV-related StigmaStudies of the same condition, open and under way.
- More trials run by Columbia UniversityThe sponsor's other registered studies.
- What the trial phases meanHow a treatment moves from first tests in people to approval.
More details
For doctors and researchers: how the study is designed, who runs it, and its registry IDs.
Study design
- Study type
- Interventional
- Phase
- Phase N/A
- Primary purpose
- Other
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Masking
- Double blind
- Who is masked
- Participant, Investigator
- Enrolment
- 1,496 participants (actual)
Sponsor and investigators
- Lead sponsor
- Columbia University
- Sponsor type
- University, hospital or other
- Responsible party
- Principal investigator, Yanis Ben Amor, Columbia University
- Investigators
- Yanis Ben Amor, PhD, Study chair, Columbia UniversityAdam Sacarny, PhD, Study chair, Columbia University
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT06724445
- Sponsor's protocol ID
- AAAU5702
- Status last verified
- Apr 2025
- First submitted
- 5 Dec 2024
- Last updated
- 20 Apr 2025
- Results posted
- No
- Data monitoring committee
- No
- FDA-regulated drug
- No
- FDA-regulated device
- No
- Individual data sharing
- No
Study at a glance
From the registry record, last updated by the sponsor on 20 Apr 2025. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- Empathy in Frames: Assessing the Impact of Ethnic Concordance in Animated Cartoons on HIV/AIDS Stigma Among South African Young Adults
- ClinicalTrials.gov ID
- NCT06724445
- Acronym / sponsor ID
- AAAU5702
- Conditions
- HIV-related Stigma
- Study type
- Interventional
- Recruitment status
- Completed
- Enrolment
- 1,496 participants (actual)
- Lead sponsor
- Columbia UniversityUniversity, hospital or other
- Study start
- 11 Nov 2024 (actual)
- Primary completion
- 23 Dec 2024 (actual)
- Study completion
- 23 Dec 2024 (actual)
- First posted
- 9 Dec 2024 (actual)
- Results
- Not posted in the source record
Clinical summary
The research question as the sponsor registered it. This describes what the study plans to test, not what it found.
This study looks at whether using cartoons that reflect the culture of South Africa can help change how young adults there think about HIV/AIDS. This study will test two types of cartoons in a two-arm (treatment, comparator) randomized controlled trial design-one with Black characters and one with White characters-to see how they affect people's attitudes and knowledge about HIV/AIDS. Randomly allocated participants will be Black seronegative South African adults between 18 and 35 years old. This group was chosen because they're a demographic disproportionately affected by HIV, they're at a high point in their lives for shaping and sharing beliefs, and they're also highly active online, which is where this study takes place.
The cartoons will show the daily struggles of the protagonist living with HIV/AIDS, and end with a call to action. The study aims to highlight how the characters' ethnicity influences how viewers feel about and remember the message. The investigators want to understand if seeing characters who look like them helps people understand and empathize more. The aim of this study is to learn how cultural representation can improve health communication and guide future efforts to reduce stigma in different communities. Ultimately, the investigators hope this study will contribute to better public health messages and create a more accepting environment for people with HIV/AIDS.
Study design
- Primary purpose
- Other
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Masking
- Double blind (participant, investigator)
- Number of arms
- 2
| Arm | Type | Receives |
|---|---|---|
| Thabo group | Experimental | Behavioral: Thabo cartoonParticipants will view a cartoon video featuring a Black seropositive protagonist |
| Steve group | Active comparator | Behavioral: Steve cartoonParticipants will view a cartoon video featuring a White seropositive protagonist |
Who may qualify
- Ages
- 18 to 35 years
- Sex
- All
- Healthy volunteers
- Not accepted
- Age groups
- Adult
Key inclusion criteria (6 listed)
- Must self-identify as Black South African
- Must be HIV seronegative
- Age range: 18-35 years
- Must currently reside in South Africa
- Must have basic English language comprehension
Key exclusion criteria (4 listed)
- Prior participation in HIV stigma reduction interventions
- HIV seropositive status
- Non-Black South African identity
- Outside target age range (18-35)
Eligibility is decided by the study team after screening; this overview does not establish that a patient qualifies. Full inclusion and exclusion criteria.
Interventions
| Intervention | Type | Arms |
|---|---|---|
| Thabo cartoonThe animated cartoon features Thabo, a Black South African man living with HIV. Through his narrative, viewers follow his daily experiences managing his condition and confronting societal stigma in a South African context. The story explores his interactions with family, friends, and community members, highlighting both challenges and moments of resilience. The animation concludes with Thabo delivering an anti-stigma message directly to viewers. | Behavioural | Thabo group |
| Steve cartoonThe animated cartoon follows Steve, a White man living with HIV. His narrative parallels Thabo's, showing his daily experiences managing HIV and facing societal stigma. The story depicts his interactions with family, friends, and community members, presenting the same situations and challenges as in Thabo's story. The animation ends with Steve delivering the same anti-stigma message to viewers. | Behavioural | Steve group |
Primary outcome
Attitudes towards HIV
Time frame: Up to 14 days
HIV-related attitudes are measured using Beaulieu et al's SAT-PLWHA-S survey instrument, designed specifically to measure stigmatizing attitudes towards HIV/AIDS. The objective of this questionnaire is to measure participants' own HIV-related behaviors. This measurement uses a 5-point Likert-type scale (from 1 =strongly disagree to 5 = strongly agree) to understand how participants behave when confronted with HIV-related information. Respondents will be asked to answer items such as "Stories featuring diverse ethnic backgrounds make me feel more connected to the content" or "Ethnic diversity in health messages affects my trust in their accuracy". A higher score indicates more positive attitudes and comfort levels regarding HIV and people living with HIV.
Health Ethnicity Perceptions
Time frame: Up to 14 days
A composite index measuring participants' perceptions of the relevance, relatability, and trustworthiness of health messages based on the ethnicity of the message source. Items assess how protagonist ethnicity influenced viewers' ability to engage with the content, trust the information, and find the message relatable. 3-item Likert scale index (1-5), with higher scores indicating more positive perceptions of ethnic concordance in health messaging.
3 secondary outcomes
Behavioral intentions
Time frame: Up to 14 days
HIV knowledge
Time frame: Up to 14 days
Viewer Engagement with Cartoon
Time frame: 14 days
Results and safety
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
Research links
- Official record on ClinicalTrials.govLast updated by the sponsor 20 Apr 2025.
- Individual participant dataSharing planned: No
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Referral and contact
AzTrials does not enrol participants or take referrals. Contact the study team or a site listed below; they decide who can take part. This study is not recruiting at the moment.
Yanis Ben Amor, PhD study chair
Columbia University
Adam Sacarny, PhD study chair
Columbia University
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Thabo cartoon and Steve cartoon in people with HIV-related Stigma, run by Columbia University at 1 site in South Africa.
The full registered description is in the About this study section and the official record.
Who may be eligible to take part?
The sponsor lists 6 inclusion and 4 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.
Is this clinical trial currently recruiting?
The record says: finished, as of the sponsor's last update on 20 Apr 2025. Status can change between updates, so confirm with the study contact before making plans.
Where is the study taking place?
The record lists 1 site in South Africa. Whether a site is taking part right now should be confirmed with that site. See every site.
What are the possible benefits and risks?
They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.
Are results available for this study?
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
How can a doctor refer a patient or contact the research team?
The record lists no contact. The official record names the sponsor, who can be asked directly. AzTrials does not enrol participants or take referrals.
What does the primary outcome measure?
Attitudes towards HIV (time frame: Up to 14 days). The study lists 2 primary outcomes in all. It is what the study was designed to measure, not a finding.
Where can I read the original study information?
Does a listing mean the treatment is approved or proven to work?
No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.
How often is this information updated?
AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 20 Apr 2025.