One Vax Two Lives: a social media campaign and research program to address COVID-19 vaccine hesitancy in pregnancy

Marcell, Lauren; Dokania, Ekta; Navia, Ikram; Baxter, Carly; Crary, Isabelle; Rutz, Sara; Monteverde, Maria Jose Soto; Simlai, Samriddhi; Hernandez, Cassandra; Huebner, Emily M.; Sanchez, Magali; Cox, Elizabeth; Stonehill, Alex; Koltai, Kolina; Waldorf, Kristina M. Adams

doi:10.1016/j.ajog.2022.06.022

Cited by 22 publications

(36 citation statements)

References 41 publications

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“…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%

“…Like other studies, our findings show that social media offers a unique opportunity to improve health communications targeted at hard-to-reach populations. [26][27][28][29] In addition to providing educational information, these campaigns help counter the increasing amount of misinformation on these platforms. Our study adds to the limited existing evidence on real world impacts of social media campaigns on behaviours such as vaccine uptake.…”

Section: Discussionmentioning

confidence: 99%

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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

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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.

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Section: Discussionsupporting

confidence: 77%

Section: Discussionmentioning

confidence: 99%

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

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“…It is not clear what the actual impact of the campaign was on vaccine confidence and uptake in pregnant women. 55 …”

Section: Resultsmentioning

confidence: 99%

Influence of the COVID-19 pandemic and social media on the behaviour of pregnant and lactating women towards vaccination: a scoping review

et al. 2023

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BackgroundPregnant women, foetuses and infants are at risk of infectious disease-related complications. Maternal vaccination is a strategy developed to better protect pregnant women and their offspring against infectious disease-related morbidity and mortality. Vaccines against influenza, pertussis and recently also COVID-19 are widely recommended for pregnant women. Yet, there is still a significant amount of hesitation towards maternal vaccination policies. Furthermore, contradictory messages circulating social media impact vaccine confidence.ObjectivesThis scoping review aims to reveal how COVID-19 and COVID-19 vaccination impacted vaccine confidence in pregnant and lactating women. Additionally, this review studied the role social media plays in creating opinions towards vaccination in these target groups.Eligibility criteriaArticles published between 23 November 2018 and 18 July 2022 that are linked to the objectives of this review were included. Reviews, articles not focusing on the target group, abstracts, articles describing outcomes of COVID-19 infection/COVID-19 vaccination were excluded.Sources of evidenceThe PubMed database was searched to select articles. Search terms used were linked to pregnancy, lactation, vaccination, vaccine hesitancy, COVID-19 and social media.Charting methodsIncluded articles were abstracted and synthesised by one reviewer. Verification was done by a second reviewer. Disagreements were addressed through discussion between reviewers and other researchers.ResultsPregnant and lactating women are generally less likely to accept a COVID-19 vaccine compared with non-pregnant and non-nursing women. The main reason to refuse maternal vaccination is safety concerns. A positive link was detected between COVID-19 vaccine willingness and acceptance of other vaccines during pregnancy. The internet and social media are identified as important information sources for maternal vaccination.Discussion and conclusionVaccine hesitancy in pregnant and lactating women remains an important issue, expressing the need for effective interventions to increase vaccine confidence and coverage. The role social media plays in vaccine uptake remains unclear.

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“…In Maryland (USA), another regional campaign was developed through social networks and a web page to promote testing for COVID-19 and acceptance of the vaccine among Latinos with limited English proficiency [ 42 ]. Also, in the USA, campaigns were created on social networks to promote scientific information on the risks of COVID-19 in pregnancy and the benefits of vaccination, such as the “One Vax Two Lives” campaign in Seattle [ 43 ]. In Sydney, Australia, there were also efforts to engage culturally and linguistically diverse communities in the effective and appropriate public health response to COVID-19 [ 44 ].…”

Section: Discussionmentioning

confidence: 99%

“…An important lesson learned from the “Understand COVID” strategy was the importance of various public institutions working in a coordinated manner in pursuit of a common goal, something common to other similar campaigns [ 43 , 44 ]. It was also learned that in vulnerable populations, the public health response in crises must be adapted and react to their needs since, in these population groups, the information channels and conventional health messages are often insufficient.…”

Section: Discussionmentioning

confidence: 99%

Understanding COVID: Collaborative Government Campaign for Citizen Digital Health Literacy in the COVID-19 Pandemic

López-Ventoso¹,

González²,

Fernández-García³

et al. 2023

Life

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The strategy “Understanding COVID” was a Public Health campaign designed in 2020 and launched in 2021 in Asturias-Spain to provide reliable and comprehensive information oriented to vulnerable populations. The campaign involved groups considered socially vulnerable and/or highly exposed to COVID-19 infection: shopkeepers and hoteliers, worship and religious event participants, school children and their families, and scattered rural populations exposed to the digital divide. The purpose of this article was to describe the design of the “Understanding COVID” strategy and the evaluation of the implementation process. The strategy included the design and use of several educational resources and communication strategies, including some hundred online training sessions based on the published studies and adapted to the language and dissemination approaches, that reached 1056 people of different ages and target groups, an accessible website, an informative video channel, posters and other pedagogical actions in education centers. It required a great coordination effort involving different public and third-sector entities to provide the intended pandemic protection and prevention information at that difficult time. A communication strategy was implemented to achieve different goals: reaching a diverse population and adapting the published studies to different ages and groups, focusing on making it comprehensible and accessible for them. In conclusion, given there is a common and sufficiently important goal, it is possible to achieve effective collaboration between different governmental bodies to develop a coordinated strategy to reach the most vulnerable populations while taking into consideration their different interests and needs.

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One Vax Two Lives: a social media campaign and research program to address COVID-19 vaccine hesitancy in pregnancy

Cited by 22 publications

References 41 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

Influence of the COVID-19 pandemic and social media on the behaviour of pregnant and lactating women towards vaccination: a scoping review

Understanding COVID: Collaborative Government Campaign for Citizen Digital Health Literacy in the COVID-19 Pandemic

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