Table 3.

Changes made to QAF project implementation following evaluation of Series 1 pilot.

Challenges from Series 1	Changes for subsequent series
Plateau of new fans reached by mid-season	Introduction of new characters to increase/sustain engagement
Infrequent & irregular timing of episode releases	Twelve episodes, posted every Wednesday at midday; compared to almost every 2 wks on no particular day in Series 1
Decrease in return of fans to pages	Intensified use of Facebook advertisements to target self-identified gay men
Discussions on Facebook about the webisodes or sexual health issues was minimal, communication still largely one-way	Using dramatic themes in episodes to elicit organic user-led discussion about sexual health