Evaluation of the Young, Deadly, Syphilis Free multi-media campaign in remote Australia

Abstract

Introduction Since 2011, remote Australian Aboriginal and Torres Strait Islander communities have experienced an outbreak of infectious syphilis, with young people aged 15–29 years over-represented in notifications. The Young Deadly Syphilis Free multi-media campaign was implemented in 12 remote regions in four Australian jurisdictions over nine months from 2017–2018. Campaign components included television and radio advertisements, social media posts, and health promotion resources available via a dedicated website. The aim of this research was to evaluate the impacts (proximal, mediator, distal) of the Young Deadly Syphilis Free campaign for young Aboriginal people and health and community workers residing in remote campaign regions. Methods A cross-sectional (post-only) evaluation design was used. Data were collected through online surveys; metrics for social media (Facebook, Instagram) were also collected to determine campaign engagement via social media. A 22-item young people survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); along with intended behaviour and knowledge and attitudes (mediator variables). A 24-item health and community worker survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); and changes in professional practice (distal variable). Descriptive statistics summarised demographic characteristics and univariate analysis examined associations between key variables. Results Just over half (n = 25, 58%) of young people and three quarters (n = 36; 75%) of health and community workers were aware of the campaign. Recognition of key campaign messages was high for both participant groups (>64%), and television, Facebook, and website were the most common campaign exposure routes. Positive impacts on intended behaviour (young people) and professional practice (health and community workers) were also reported. Facebook was effective in engaging some young people in campaign content and was preferred by young people for accessing information. Conclusion The findings point to the value of utilising a multi-media campaign in raising awareness about syphilis among young Aboriginal people and health and community workers in remote Australian regions. A longer-term campaign that accommodates the diverse needs of Aboriginal young people from geographically remote communities would optimise campaign impacts and support behavioural change.

Melioidosis Knowledge Awareness in Three Distinct Groups in the Tropical Northern Territory of Australia

“…A study carried out by D’Coasta et al (2022) to evaluate the impact of syphilis public health campaign messaging in remote parts of Australia found that, at least for the younger demographics (age 15 to 29 years), multi-media modalities deemed be the most effective included television, Facebook, and websites on the Internet. These were reported as the most popular sources of campaign exposure routes [ 23 ].…”

How Much Do Young Australians Know About Syphilis Compared With Chlamydia and Gonorrhea? Findings From an Online Survey

“…For instance, Aboriginal participants were less likely to have heard of syphilis than non-Aboriginal respondents, despite notification rates being 5.6 times higher in this population group, 8 and the existence of Aboriginal-focused STI public health campaigns such as "Young, Deadly, Free." 23 Overseas-born respondents who had recently migrated to Australia also demonstrated poorer awareness *Missing data were excluded from the tables, so not all denominators will add to up 2018. Participants were able to skip questions they did not want to answer.…”

“…Of concern, we identified that some priority populations had particularly low awareness and/or knowledge about syphilis. For instance, Aboriginal participants were less likely to have heard of syphilis than non-Aboriginal respondents, despite notification rates being 5.6 times higher in this population group, 8 and the existence of Aboriginal-focused STI public health campaigns such as “Young, Deadly, Free.” 23 Overseas-born respondents who had recently migrated to Australia also demonstrated poorer awareness of syphilis than Australian-born respondents. People from culturally and linguistically diverse backgrounds are identified as a priority population in the Fourth National STI Strategy because of a high prevalence of STIs and low STI knowledge among some culturally and linguistically diverse groups and additional barriers to accessing sexual health care 13…”

Limitations for the management of sexually transmitted infections in Peruvian indigenous pregnant women: Perspectives of midwives

“…Few studies have addressed the perspectives of health personnel regarding the problems that would be affecting STI care, 2,3 especially in the most vulnerable populations in Latin America 4 . For this reason, this research addresses the limitations for the management of STIs in Peruvian indigenous pregnant women, based on the answers of midwives who work in Quechua‐speaking indigenous communities.…”