Evaluation of online videos to engage viewers and support decision-making for COVID-19 vaccination: how narratives and race/ethnicity enhance viewer experiences

Schuh, Holly B.; Rimal, Rajiv N.; Breiman, Robert F.; Orton, Peter Z.; Dudley, Matthew Z.; Kao, Lee-Sien; Sargent, Rikki H.; Laurie, Shaelyn; Weakland, Leo F.; Lavery, James V.; Orenstein, Walter A.; Brewer, Janesse; Jamison, Amelia M.; Shaw, Jana; Josiah Willock, Robina; Gust, Deborah A.; Salmon, Daniel A.

doi:10.3389/fpubh.2023.1192676

Cited by 1 publication

(1 citation statement)

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“…For COVID-19, we also include videos of racially/ethnically congruent persons describing their lived experiences with COVID-19. We found that receiving a lived experience video prior to the informational animation increased the likelihood of listening to the entire animation by 9-fold, and that racial congruence between the credible source and user doubled the likelihood of viewing the entire animation (36).…”

Section: Discussionmentioning

confidence: 86%

LetsTalkShots: personalized vaccine risk communication

Salmon,

Dudley,

Brewer

et al. 2023

Front. Public Health

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IntroductionVaccine hesitancy is a global health threat undermining control of many vaccine-preventable diseases. Patient-level education has largely been ineffective in reducing vaccine concerns and increasing vaccine uptake. We built and evaluated a personalized vaccine risk communication website called LetsTalkShots in English, Spanish and French (Canadian) for vaccines across the lifespan. LetsTalkShots tailors lived experiences, credible sources and informational animations to disseminate the right message from the right messenger to the right person, applying a broad range of behavioral theories.MethodsWe used mixed-methods research to test our animation and some aspects of credible sources and personal narratives. We conducted 67 discussion groups (n = 325 persons), stratified by race/ethnicity (African American, Hispanic, and White people) and population (e.g., parents, pregnant women, adolescents, younger adults, and older adults). Using a large Ipsos survey among English-speaking respondents (n = 2,272), we tested animations aligned with vaccine concerns and specific to population (e.g., parents of children, parents of adolescents, younger adults, older adults).ResultsDiscussion groups provided robust feedback specific to each animation as well as areas for improvements across animations. Most respondents indicated that the information presented was interesting (85.5%), clear (96.0%), helpful (87.0%), and trustworthy (82.2%).DiscussionTailored vaccine risk communication can assist decision makers as they consider vaccination for themselves, their families, and their communities. LetsTalkShots presents a model for personalized communication in other areas of medicine and public health.

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Section: Discussionmentioning

confidence: 86%