A Social Media‒Based Public Health Campaign Encouraging COVID-19 Vaccination Across the United States

Hunt, Isabella de Vere; Dunn, Tamara J.; Mahoney, Megan; Chen, Michael; Nava, Vanessa; Linos, Eleni

doi:10.2105/ajph.2022.306934

Cited by 13 publications

(8 citation statements)

References 7 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Like other studies, our findings show that social media offers a unique opportunity to improve health communications targeted at hard-to-reach populations 26–29. In addition to providing educational information, these campaigns help counter the increasing amount of misinformation on these platforms.…”

Section: Discussionsupporting

confidence: 77%

Evaluating the impact of a linguistically and culturally tailored social media ad campaign on COVID-19 vaccine uptake among indigenous populations in Guatemala: a pre/post design intervention study

Miguel

Lopez²,

Sanders

et al. 2022

BMJ Open

View full text Add to dashboard Cite

ObjectivesTo evaluate the impact of culturally and linguistically tailored informational videos delivered via social media campaigns on COVID-19 vaccine uptake in Indigenous Maya communities in Guatemala.MethodsOur team designed a series of videos utilising community input and evaluated the impact using a pre–post intervention design. In-person preintervention surveys were collected from a sample of respondents in four rural municipalities in Guatemala in March 2022. Facebook, Instagram and browser ads were flooded with COVID-19 vaccine informational videos in Spanish, Kaqchikel and Kiche for 3 weeks. Postintervention surveys were conducted by telephone among the same participants in April 2022. Logistic regression models were used to estimate the OR of COVID-19 vaccine uptake following exposure to the intervention videos.ResultsPreintervention and postintervention surveys were collected from 1572 participants. The median age was 28 years; 63% (N=998) identified as women, and 36% spoke an Indigenous Mayan language. Twenty-one per cent of participants (N=327) reported watching the intervention content on social media. At baseline, 89% (N=1402) of participants reported having at least one COVID-19 vaccine, compared with 97% (N=1507) in the follow-up. Those who reported watching the videos had 1.78 times the odds (95% CI 1.14 to 2.77) of getting vaccinated after watching the videos compared with those who did not see the videos when adjusted by age, community, sex and language.ConclusionOur findings suggest that culturally and linguistically tailored videos addressing COVID-19 vaccine misinformation deployed over social media can increase vaccinations in a rural, indigenous population in Guatemala, implying that social media content can influence vaccination uptake. Providing accurate, culturally sensitive information in local languages from trusted sources may help increase vaccine uptake in historically marginalised populations.

show abstract

Section: Discussionsupporting

confidence: 77%

Evaluating the impact of a linguistically and culturally tailored social media ad campaign on COVID-19 vaccine uptake among indigenous populations in Guatemala: a pre/post design intervention study

Miguel

Lopez²,

Sanders

et al. 2022

BMJ Open

View full text Add to dashboard Cite

show abstract

“…This study was designed and implemented prior to the COVID-19 pandemic. The pandemic clearly demonstrated existing healthcare disparities resulting in decreased vaccination rates among racial minorities 19,20. To increase COVID-19 vaccination rates across the US in underrepresented communities, de Vere Hunt et al created a public health campaign with physicians providing brief video messages on the safety and effectiveness of COVID-19 vaccines.…”

Section: Discussionmentioning

confidence: 99%

“…The pandemic clearly demonstrated existing healthcare disparities resulting in decreased vaccination rates among racial minorities. 19,20 To increase COVID-19 vaccination rates across the US in underrepresented communities, de Vere Hunt et al created a public health campaign with physicians providing brief video messages on the safety and effectiveness of COVID-19 vaccines. The videos were advertised on Facebook and used geotargeting to reach at-risk communities via their zip codes.…”

Section: Hesitancy By Fi Rst-time Pregnancy Status For Prenatal Samplementioning

confidence: 99%

Vaccine hesitancy in prenatal women and mothers of newborns

Hallas

Altman

Mandel

et al. 2023

The Nurse Practitioner

View full text Add to dashboard Cite

Introduction:The purpose of this study was to determine the effectiveness of a web-based, vaccine resource-directed, interactive communication intervention for vaccine-hesitant prenatal women and mothers of newborns/infants to make informed decisions based on scientific evidence about vaccinating themselves and their newborns/infants, respectively.Methods:A prospective quasi-experimental design was used to determine the effectiveness of the intervention for vaccine-hesitant prenatal women (stage 1) and for mothers of newborns (stage 2). A survey was administered to prenatal women to determine attitudes about vaccines for themselves during pregnancy. A survey on parental attitudes about vaccination for their children was administered to mothers of newborns. The surveys were administered to determine levels of vaccine acceptance. Vaccine acceptors and vaccine-hesitant individuals were included in the study as control and intervention group participants, respectively; vaccine refusers were eliminated from the study.Results:Among prenatal vaccine-hesitant women, 82% had full prenatal vaccination coverage after receiving the intervention (χ2 = 7.2, P = .02). The majority of mothers of newborns/infants (74%) fully immunized their infants.Discussion:The interventions for prenatal vaccine-hesitant women were effective in changing their status from hesitant to acceptors. The mothers of newborns/infants who were initially hesitant had vaccination rates that exceeded the comparison group comprised of vaccine acceptors.

show abstract

“…We used Facebook Ads Manager's split-testing function (Orazi and Johnston 2020) to test the effectiveness of different ad messages. Facebook advertising is commonly used by organizations to promote health behaviors (e.g., vaccinations; Hunt et al 2022) and is increasingly used by academic marketing researchers (e.g., D’Angelo and Valsesia 2022; Hmurovic, Lamberton, and Goldsmith 2022). Following these researchers, we use click-through rate (CTR; total number of clicks divided by total number of impressions) as our dependent variable.…”

Section: Studies 6a and 6b: Uptrend Messaging Versus Extant Approachesmentioning

confidence: 99%

The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred Normativity

Costello¹,

Garvey²,

Germann³

et al. 2023

Journal of Marketing Research

View full text Add to dashboard Cite

Only a minority of Americans are adequately engaging in activities experts recommend to curb preventable disease, such as consumption of healthful foods and regular physical exercise. This poses a challenge for policymakers and social marketers alike, given the substantial impact descriptive norms have on behaviors in the health domain. We propose a new way to address this challenge by identifying what we call the “uptrend effect.” This effect encourages descriptively non-normative, healthy behaviors through uptrend messaging that makes salient actual increased engagement in those behaviors over time without referencing an objective descriptive norm. Across seven experimental studies, including studies conducted in the field and measuring real behaviors, we demonstrate that uptrend messaging leads recipients to infer greater descriptive normativity for the target behavior, which subsequently improves engagement. We identify theoretically and practically relevant boundary conditions, showing that the uptrend effect is attenuated when the growth in a behavior is driven by a dissimilar group or when the message explicitly states a descriptive norm. We also demonstrate that uptrend messaging outperforms other norm-based approaches. Our theory and findings inform scholars, policy makers, and marketers by providing actionable and easy to implement techniques to encourage behaviors that improve consumer quality of life.

show abstract

A Social Media‒Based Public Health Campaign Encouraging COVID-19 Vaccination Across the United States

Cited by 13 publications

References 7 publications

Evaluating the impact of a linguistically and culturally tailored social media ad campaign on COVID-19 vaccine uptake among indigenous populations in Guatemala: a pre/post design intervention study

Evaluating the impact of a linguistically and culturally tailored social media ad campaign on COVID-19 vaccine uptake among indigenous populations in Guatemala: a pre/post design intervention study

Vaccine hesitancy in prenatal women and mothers of newborns

The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred Normativity

Contact Info

Product

Resources

About