Dissemination of Findings Fast Using Online-videos Trial

The investigators will conduct a two-arm, randomized controlled trial of the effect of emotional content in online videos on the extent to which the video is disseminated (forwarded). Dissemination can be assessed in terms of the number of views which can increase as a result from sharing and forwarding of the video. In this study, an experiment video and a control video, both of which are approximately 2.5 minutes long, will be uploaded on YouTube, the most visited video sharing website. The videos concern the WOMAN trial, a large RCT of tranexamic acid in postpartum hemorrhage. The experimental group will receive a video with strongly emotional content (an interview with a postpartum hemorrhage survivor and her husband). The control group will receive a short video in which a researcher conveys the same information (but without the first hand experience of the survivor and her husband). Otherwise, the two videos are identical. Participants, selected from clinicians and researchers in obstetrics and gynecology, will be randomly allocated to two groups. An e-mail with a link to either of the videos will be sent to the participants. In the e-mail, they will be asked to watch the video and forward the link to their colleagues if they find it helpful. The primary outcome is video forwarding. The secondary outcome is the number of access to the video that each participant generated. Data will be collected for 14 days after the e-mails are sent to the participants. The relative risk (RR) of forwarding the videos will be calculated as effect measure and compared using chi-square test. The distribution of the numbers of access to the video that each participant generated will be compared using Wilcoxon signed-rank test. The hypothesis is that an online video with emotional content has higher chance of being forwarded to other people and therefore, gets higher number of views than an less emotional online video.