Advertise for research subjects

Researchers at KI have the possibility to advertise for research subjects in some of the university’s own communication channels. To start with, ads are published on both the news site and on the page “Research subjects wanted” on the research site. The Communications and Public Relations Office also offers support with designing and sharing ads in social media.

For the advertising to be successful, it is important to plan for the design and choice of communication channels in good time, preferably even before you apply for an ethical approval. Often, it is also necessary to have a permanent information page at ki.se, to which it is possible to link from the temporary advertisement. More information about, for example, web publishing, graphic profile, planning templates and more can be found on the pages about communication tools and support on the Staff portal

Advertise on ki.se

The web page Research subjects wanted on ki.se presents ads and information aimed at prospective participants in clinical studies. On this web page, research projects that have received an ethical approval can advertise for research subjects with the help of their department web editors. Below are instructions for researchers and editors respectively under separate headings.

Instructions for researchers

The main task for you as a researcher as regards to advertising on ki.se is to produce a text for the ad that is easy to understand and inspires confidence in prospective participants (i.e. a lay audience). The department web editor will then help you to publish the ad, as well as remove it from the KI website when the recruitment period is over.

Technically, the ad will be published on the news site of ki.se and streamed on to the page Research subjects wanted on the research site. This means that in addition to being presented in a context aimed at prospective participants, the ad will also show up together with other news stories from KI. An ad is per definition a temporary presentation and should not be confused with a permanent information web page about an ongoing study. 

What to do:

  • Fill in the form with your advertising information; write briefly and do not forget to fill in when your advert is to be removed.
     
  • Select the department you belong to from the list, and submit the form.

Some tips:

  • In order to more easily process expressions of interest to your study, you can use KI Survey via a link in your ad.
     
  • Always use email addresses with a KI domain when advertising externally. It is safer than for example Gmail, and it makes both the ad and your project more trustworthy. If you do not want to use a personal e-mail address, it is possible to create a shared function mailbox.
     
  • Remember that study participants may need to contact you afterwards. The Communications Office recommends that projects advertising for research subjects also publish a more permanent web page with information about the project, for example in connection to a research group page or alike. Contact the main web editor at your department for more information. 

Instructions for editors

All advertisements come on a form which the researcher has filled in. This information is about the study, as well as contact information.

The form is sent automatically to the KI Communications and Public Relations Office, they in turn forwards forms received to the relevant editor.

Before you start:

You need to have access to the site news.ki.se before you begin. If you do not already have it, send an email to webb@ki.se and ask to receive access to this site.

Please note that ads for research subjects are included in news feeds at both the page “Research Subjects Wanted” and the frontpage at the News site (KI News). Therefore, it is important that the headline of your news item is short and distinct – and that it is obvious in the headline and/or the start of the text that this is an ad for research subjects. Make sure to check how your headline turns out in the news feeds, and to correct until you are happy with the result.

Example 1: How does time of day affect blood sugar and exercise? Participants wanted for new study

Example 2: Advertisement: Do you have a teenager at home? Please help us answer some questions

What to do:

  • Create a news article: Go to the site news.ki.se, find "Content" in the top menue, and then select "Add content" and "News article". Fill in the information you have received in the form/e-mail. Be sure to write the start, body text and contact information. The person responsible for the content is the study leader/principle investigator. Also choose language. 
     
  • Audience (target group) should be "Extern". 
     
  • Tags: Select the "Administrative" tag menue and use the tag "Ads human subject research" in English and "Annonser försöksperson" in Swedish. If you do not fill in this tag, the advertisement will not appear in the ads feed at the webpage. There is also a tag for human research subjects in the tag menue "Research". However, this tag is not connected to the Research Subject Wanted feed – and should not be used in ads, as this will feed them into the wrong news lists on ki.se. 
     
  • In the menu "included in and language version": Link back to the page Research Subjects Wanted and perhaps also to the website of your own department. If possible, make an English/Swedish version and link the language versions to each other from both ends.
     
  • Profile reference: If the researcher wants the advertisement to appear on his/her profile page, please fill in this field.
     
  • Add any documents and links.

Done!

This is what it should look like:

Select language, the corrrect audience and tag.

Advertise in social media

For research projects that have an information page on ki.se, it is also possible to expand the scope and advertise via KI’s accounts in social media and / or Google. This kind of advertising is coordinated by the Communications Office, but also requires that the research projects involved have their own communication budget and staff ready to set aside time to work with advertising.

To be successful when advertising in social media it is necessary to adapt the design of the ads to selected social platforms and to promote the ads financially to reach the intended target groups.

Contact us on socialmedia@ki.se to learn more.

General information about using social media at KI

Rules and advice for clinical research