Fig 2. Visual overview of survey experiment.

During the initial survey (Time 1), participants reported background information (e.g., sociodemographic characteristics) and were randomly assigned to view and make judgments about one of 12 visual advertisements. They also completed measures of PrEP stigma and PrEP motivation as well as an attention/manipulation check item. Eight weeks later (Time 2), after participants were re-exposed to the advertisement via weekly emails (with weekly text message reminders to view the emailed advertisement), we re-assessed PrEP motivation and evaluated PrEP behaviors occurring in the eight weeks since Time 1. At Time 2, we also presented each participant with all 12 advertisements to conduct a within-subjects comparison of advertisement judgments and assessed outside exposure to study advertisement campaigns. Images were printed with permission from the DC Department of Health, New York City Department of Health and Mental Hygiene, and Illinois PrEP Working Group under a CC BY license.