Precision Public Health Campaign: Delivering Persuasive Messages To Relevant Segments Through Targeted Advertisements on Social Media (Preprint)

2020 ◽  
Author(s):  
Jisun An ◽  
Haewoon Kwak ◽  
Hanya M Qureshi ◽  
Ingmar Weber
Keyword(s):  
Public Health ◽  
Social Media ◽  
Digital Health ◽  
Health Campaigns ◽  
Persuasive Messages ◽  
Public Health Campaign ◽  
Health Campaign ◽  
Precision Public Health ◽  
Large Populations ◽  
Digital Footprints

UNSTRUCTURED While established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device usage has increased, so has individual digital footprints, creating potential opportunities for targeted digital health interventions. We propose a novel Precision Public Health Campaign (PPHC) framework to structure and standardize the process of designing and delivering tailored health messages to target particular population segments using social media targeted advertising tools. Our framework consists of five stages: (1) defining a campaign goal, priority audience, and evaluation metrics, (2) splitting the target audience into smaller segments, (3) tailoring the message for each segment and doing a pilot test, (4) running the health campaign formally, and (5) evaluating the performance of the campaigns. We will demonstrate how the framework works through two case studies. The PPHC framework has the potential to support higher population uptake and engagement rates by encouraging a more standardized, concise, efficient, and targeted approach to public health campaign development.

scholarly journals Was the First Public Health Campaign Successful?

2019 ◽  
Vol 11 (2) ◽  
pp. 143-175 ◽  
Author(s):  
D. Mark Anderson ◽  
Kerwin Kofi Charles ◽  
Claudio Las Heras Olivares ◽  
Daniel I. Rees
Keyword(s):  
Public Health ◽  
Mortality Data ◽  
Local Health ◽  
Health Campaigns ◽  
Public Health Campaign ◽  
Health Campaign ◽  
Health Measures ◽  
The Us ◽  
Public Health Campaigns ◽  
Municipal Level

The US tuberculosis (TB) movement pioneered many of the strategies of modern public health campaigns. Using newly transcribed mortality data at the municipal level for the period 1900–1917, we explore the effectiveness of public health measures championed by the TB movement, including the establishment of sanatoriums and open-air camps, prohibitions on public spitting and common cups, and requirements that local health officials be notified about TB cases. Our results suggest that these and other anti-TB measures can explain, at most, only a small portion of the overall decline in pulmonary TB mortality observed during the period under study. (JEL H51, I12, I18, N31, N32)

scholarly journals Restorative Narrative of Covid-19 Patients as Health Campaign Message: A Content Analysis of Youtube Videos

2020 ◽  
Vol 10 ◽  
pp. 121-132
Author(s):  
Pinandito Dhirotsaha Pramana ◽  
Prahastiwi Utari ◽  
Albert Muhammad Isrun Naini
Keyword(s):  
Public Health ◽  
Content Analysis ◽  
Narrative Analysis ◽  
Health Campaigns ◽  
Public Health Campaign ◽  
Health Campaign ◽  
Public Response ◽  
The Public ◽  
Youtube Videos ◽  
Public Health Campaigns

This study discussed the restorative narrative message of the first-three recovered Covid-19 patients as well as the resulted public response related to the public health campaign about the Covid-19 pandemic in Indonesia. The context of this research was the benefits of policy-making by the Indonesian government on the introduction of the first-three patients of Covid-19 to the public through a press conference. The research was conducted with qualitative and quantitative content analysis method. Qualitative analysis was to analyze restorative narrative messages carried out on the stories of the three patients on two YouTube videos taken from the accounts @tvOneNews and @CNNIndonesia. The narrative elaboration was explained according to the narrative functions delivered by Sharf & Vanderford and Sharf, Harter, Yamasaki & Haidet. Quantitative analysis was then carried out to find out the ten most common phrases of 7,381 comments on the sample videos to know the public response on restorative messages. The results of the narrative analysis showed that the stories told by three cured Covid-19 patients have meet the restorative narrative criteria and produced positive emotional responses from the public, so that the restorative narrative could be useful for public health campaigns.

scholarly journals Systematic Review on Information Technology Approaches to Evaluate the Impact of Public Health Campaigns: Real Cases and Possible Directions

2022 ◽  
Vol 9 ◽  
Author(s):  
Rafael Pinto ◽  
Lyrene Silva ◽  
Ricardo Valentim ◽  
Vivekanandan Kumar ◽  
Cristine Gusmão ◽  
...  
Keyword(s):  
Public Health ◽  
Systematic Review ◽  
Information Technology ◽  
Policy Enforcement ◽  
Health Campaigns ◽  
Public Health Campaign ◽  
Health Campaign ◽  
Using Data ◽  
Public Health Campaigns ◽  
The Impact

Evaluating the success of a public health campaign is critical. It helps policy makers to improve prevention strategies and close existing gaps. For instance, Brazil's “Syphilis No!” campaign reached many people, but how do we analyze its real impact on population awareness? Are epidemiologic variables sufficient? This study examined literature on using of information technology approaches to analyze the impact of public health campaigns. We began the systematic review with 276 papers and narrowed it down to 17, which analyzed campaigns. In addition to epidemiological variables, other types of variables of interest included: level of (i) access to the campaign website, (ii) subject knowledge and awareness, based on questionnaires, (iii) target population's interest, measured from both online search engine and engagement with Social Network Service, and (iv) campaign exposure through advertising, using data from television commercials. Furthermore, we evaluated the impact by considering several dimensions such as: communication, epidemiology, and policy enforcement. Our findings provide researchers with an overview of various dimensions, and variables-of-interest, for measuring public campaign impact, and examples of how and which campaigns have used them.

scholarly journals From Contact Prevention to Social Distancing: The Co-Evolution of Bilingual Neologisms and Public Health Campaigns in Two Cities in the Time of COVID-19

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110315
Author(s):  
Xiaowen Wang ◽  
Chu-Ren Huang
Keyword(s):  
Public Health ◽  
Hong Kong ◽  
Speech Acts ◽  
Social Dynamics ◽  
Health Campaigns ◽  
Public Health Campaign ◽  
Health Campaign ◽  
Social Distancing ◽  
Two Cities ◽  
Public Health Campaigns

This article investigates the evolution of social distancing terms in Chinese and English in two geographically close yet culturally distinct metropolitan cities: Hong Kong and Guangzhou. This study of bilingual public health campaign posters during the COVID-19 pandemic focuses on how the evolution of neologisms and linguistic strategies in public health campaigns adapts to different societal contexts. A baseline meaning of the re-purposed linguistic expressions was established according to the BNC corpus for English and the Chinese Gigaword Corpus for Chinese. To establish the link between linguistic expressions and public health events, we converted them to eventive structures using the Module-Attribute Representation of Verbs and added interpersonal meaning interpretations based on Systemic Functional Linguistics. The two cities are found to have taken divergent approaches. Guangzhou prefers “contact prevention” with behavior-inhibiting imperatives and high value modality. Conversely, the original use of “contact prevention” in Hong Kong was gradually replaced by the neologism social distancing in English, triggering competing loan translations in Chinese. In Hong Kong, behavior-encouraging expressions are predominantly used with positive polarity and varying modality and mood devices, which fluctuate to track the epidemic curve of COVID-19. We conclude that lexical evolution interacts with social realities. Different speech acts, prohibition in Guangzhou but advice and warning in Hong Kong, are constructed with a careful bilingual reconfiguration of eventive information, mood, modality, and polarity to tactfully address the social dynamics in the two cities.

A shift from science to politics : a content analysis of COVID-19 Videos on YouTube (Preprint)

2021 ◽  
Author(s):  
Chyun-Fung Shi ◽  
Matthew C So ◽  
Sophie Stelmach ◽  
Arielle Earn ◽  
David J D Earn ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Content Analysis ◽  
Large Scale ◽  
Control Measures ◽  
Mitigation Measures ◽  
Health Campaigns ◽  
Public Attention ◽  
Conflicting Information ◽  
Social Media Platforms

BACKGROUND The COVID-19 pandemic is the first pandemic where social media platforms relayed information on a large scale, enabling an “infodemic” of conflicting information which undermined the global response to the pandemic. Understanding how the information circulated and evolved on social media platforms is essential for planning future public health campaigns. OBJECTIVE This study investigated what types of themes about COVID-19 were most viewed on YouTube during the first 8 months of the pandemic, and how COVID-19 themes progressed over this period. METHODS We analyzed top-viewed YouTube COVID-19 related videos in English from from December 1, 2019 to August 16, 2020 with an open inductive content analysis. We coded 536 videos associated with 1.1 billion views across the study period. East Asian countries were the first to report the virus, while most of the top-viewed videos in English were from the US. Videos from straight news outlets dominated the top-viewed videos throughout the outbreak, and public health authorities contributed the fewest. Although straight news was the dominant COVID-19 video source with various types of themes, its viewership per video was similar to that for entertainment news and YouTubers after March. RESULTS We found, first, that collective public attention to the COVID-19 pandemic on YouTube peaked around March 2020, before the outbreak peaked, and flattened afterwards despite a spike in worldwide cases. Second, more videos focused on prevention early on, but videos with political themes increased through time. Third, regarding prevention and control measures, masking received much less attention than lockdown and social distancing in the study period. CONCLUSIONS Our study suggests that a transition of focus from science to politics on social media intensified the COVID-19 infodemic and may have weakened mitigation measures during the first waves of the COVID-19 pandemic. It is recommended that authorities should consider co-operating with reputable social media influencers to promote health campaigns and improve health literacy. In addition, given high levels of globalization of social platforms and polarization of users, tailoring communication towards different digital communities is likely to be essential.

Mandatory vaccination against COVID-19 would be supported by less than fifty per cent: A Twitter poll analysis on public health opinion. (Preprint)

2021 ◽  
Author(s):  
Valentin Ritschl ◽  
Fabian Eibensteiner ◽  
Erika Mosor ◽  
Maisa Omara ◽  
Lisa Sperl ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Vaccination Coverage ◽  
Digital Health ◽  
Developed Countries ◽  
Vaccination Rate ◽  
World Health ◽  
Vaccination Coverage Rate ◽  
Twitter Users ◽  
Mandatory Vaccination

BACKGROUND On January 30, 2020, the World Health Organization (WHO) Emergency Committee declared the rapid worldwide spread of Coronavirus Disease 2019 (COVID-19) a global health emergency. By December 2020, the safety and efficacy of the first COVID-19 vaccines had been demonstrated. However, global vaccination coverage rates have remained below expectations. Mandatory vaccination is now being controversially discussed and has been enacted in some developed countries, while the vaccination rate is very low in many developing countries. We used the Twitter survey system as a viable method to quickly and comprehensively gather international public health insights on mandatory vaccination against COVID-19. OBJECTIVE The purpose of this study was to understand better the public's perception of mandatory COVID-19 vaccination in real-time utilizing Twitter polls. METHODS Two Twitter polls were developed to seek the public's opinion on the possibility of mandatory vaccination. The polls were pinned to the Digital Health and Patient Safety Platform's Twitter timeline for one week in mid-November 2021, three days after the official public announcement of mandatory COVID-19 vaccination in Austria. Twitter users were asked to participate and retweet the polls to reach the largest possible audience. RESULTS Our Twitter polls revealed two extremes on the topic of mandatory vaccination against COVID-19. Almost half of the respondents (49% [1,246/2,545]) favour mandatory vaccination, at least in certain areas. This attitude is in contrast to the 45.7% (1,162/2,545) who categorically reject mandatory vaccination. 26.3% (621/2,365) of participating Twitter users said they would never get vaccinated, which is reflected by the current vaccination coverage rate. Concatenating interpretation of these two polls needs to be done cautiously as participating populations might greatly differ. CONCLUSIONS Mandatory vaccination against COVID-19 (in at least certain areas) is favoured by less than 50%, whereas it is vehemently opposed by almost half of the surveyed Twitter users. Since (social) media strongly influences public perceptions and views through and social media discussions and surveys specifically susceptible to the "echo chamber effect", the results can be seen as a momentary snapshot. Therefore, the results of this study need to be complemented by long-term surveys to maintain their validity.

scholarly journals The Effect of Religious Conflicts in Northern Nigeria on Public Health Outcomes: A Case Study of Cholera Outbreak

2018 ◽  
Vol 14 (30) ◽  
pp. 408
Author(s):  
Adamu Nuhu ◽  
Kabir M. Yusuf
Keyword(s):  
Public Health ◽  
Health System ◽  
Water Shortage ◽  
Medical Intervention ◽  
Water Sources ◽  
Negative Consequences ◽  
Public Health Campaign ◽  
Cholera Outbreak ◽  
Health Campaign ◽  
The North

Violent conflicts, in most cases, pose an unquantifiable challenge to human health and health systems especially in developing countries. Complex humanitarian emergencies as a result of conflicts could severely have negative consequences on public health. Nigeria has faced series of threatening security challenges, but the one caused by the activities of the socalled Islamist sect, the Boko Haram (BH), remains protracted, especially in Borno, a State in the north-eastern part of the country. The resultant outcome is the internally displaced persons (IDPs) who have suffered from many diseases especially cholera, which has continued to ravage these displaced populations. Conflict can contribute to water shortage through the destruction of water sources, such as wells, reservoirs and laid pipes, and its contamination. This is happening on an already weak health system. Though cholera is easily treatable, concerted efforts by government and medical humanitarian agencies are urgently required to ameliorate the situation of the IDPs. An appropriate strategy of control of the transmission of cholera and emergency medical intervention can help alleviate the devastating effects. The management of cholera transmission include the supply of sufficient water sources, adequate sanitation, and a public health campaign to maximize the effects of these measures. One key health system challenge that could limit the effectiveness of the interventions would be the people. This paper focuses on studying the resultant large numbers of IDPs from the BH conflict, discussing cholera outbreak as a specific health issue, and presenting a focused humanitarian intervention to address this health need.

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