Campaign Engagement Research Articles

Exploring the use of social media and online methods to engage persons with lived experience and healthcare professionals in creating research agendas: Lessons from a pediatric cancer research priority-setting partnership.

Social media is increasingly used to engage persons with lived experience and healthcare professionals in research, however, there remains sparse guidance on how to effectively use social media to engage these groups in research agenda-setting. Here we report our process and experience utilizing a social media campaign to engage Canadians within the pediatric cancer community in a research priority-setting exercise. Following the James Lind Alliance method, we launched a priority-setting partnership (PSP) to develop a child with cancer-, survivor-, family member-, and healthcare professional-based Canadian pediatric cancer research agenda. Social media-based strategies were implemented to recruit participants for two PSP surveys, including preparatory activities, developing a website, launching graphics and advertisements, and engaging internal and external networks. Descriptive statistics of our data and analytics provided by the platforms are used presently to report our process. The framework we implemented involved preparing for social media use, identifying a target audience, developing campaign content, conducting the campaign, refining the campaign as needed, and evaluating its success. Our process resulted in a substantial social media-based reach, good survey completion rates, and a successfully developed pediatric cancer community-specified research agenda. Social media may represent a useful approach to engage persons with lived experience and healthcare professionals in research agenda development. Based on our experience, we present strategies to increase social media campaign engagement that may be useful to those seeking to conduct health research priority-setting exercises.

Forward with Dementia: process evaluation of an Australian campaign to improve post-diagnostic support

BackgroundForward with Dementia is a co-designed campaign to improve communication of dementia diagnosis and post-diagnostic support.MethodsWebinars, a website, social and traditional media, and promotions through project partners were used to disseminate campaign messages to health and social care professionals (primary audience) and people with dementia and carers (secondary audience). The campaign ran between October 2021 and June 2022, with 3-months follow-up. The RE-AIM framework was used for process evaluation. Measurements included surveys and interviews, a log of activities (e.g. webinars, social media posts) and engagements (e.g. attendees, reactions to posts), and Google Analytics.ResultsThere were 29,053 interactions with campaign activities. More than three-quarters of professionals (n = 63/81) thought webinars were very or extremely helpful. Professionals and people with dementia and carers reported that the website provided appropriate content, an approachable tone, and was easy to use. Following campaign engagement, professionals planned to (n = 77/80) or had modified (n = 29/44) how they communicated the diagnosis and/or provided post-diagnostic information and referrals. Qualitative data suggested that the campaign may have led to benefits for some people with dementia and carers.ConclusionsForward with Dementia was successful in terms of reach, appropriateness, adoption and maintenance for professionals, however flow-through impacts on people with dementia are not clear. Targeted campaigns can potentially change health professionals’ communication and support around chronic diseases such as dementia.

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

IntroductionSince 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.MethodsA 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.ResultsJust 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.ConclusionThe 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.

Political communication and campaigning in India: opportunities for future research

ABSTRACT This concluding essay begins with a discussion of how the evolution of communication technologies has shaped perceptions of professionalism in political campaigning in India and elsewhere. Highlights from the empirical case studies in this volume are discussed, setting the thematic case studies on political campaigning in the comparative cross-national context of research on political marketing within the field of political communication. Research on media agenda-setting, priming and framing processes and effects are discussed with respect to future research opportunities, as well as methods for conducting campaigning and political communication research in India. Apart from rich ethnographic studies that have been more common in India, methods to study information, campaign engagement and effects include content analysis, ‘big data’ and text analysis, survey research, panel studies and experiments. India’s political parties and candidates, publics, and diverse media provide an abundance of online data that may be best analysed using computational social science methods.

Effects of Engagement with a Social Media Campaign for Mothers to Prevent Indoor Tanning by Teens in a Randomized Trial

In a social media campaign aimed at reducing mothers’ permissiveness for indoor tanning (IT) by their teenage daughters, a secondary analysis of campaign engagement effects on IT outcomes was performed. Mothers (n = 869) with daughters aged 14–17 were recruited in 34 states that did not ban IT by minors under age 18 for a randomized trial with follow-up at 12 months (end of intervention) and 18 months (6 months after intervention) post-randomization. Daughters’ (n = 469) baseline and follow-up responses were analyzed too. Mothers received a Facebook feed on adolescent health topics that included posts about preventing IT (intervention) or prescription drug misuse (control). Engagement was measured by extracting reactions (e.g., like, sad, etc.) and comments posted by mothers to the campaign posts. Overall, 76.4% of posts received a reaction and/or comment. Mothers who engaged with IT posts were less permissive of daughters’ IT immediately at the conclusion of the campaign (permit IT: −0.39, p < .05; facilitate IT: −0.29, p < .05) and 6 months after intervention (permit IT: −0.32, p < .05; facilitate IT: −0.31, p < .05) than mothers who did not engage with posts. Engagement with posts was essential to the success of a social media campaign for preventing IT by minors by reducing mothers’ permissiveness.

This Free Life Campaign: Increasing Intention to Quit Among LGBTQ+ Young Adult Nondaily Smokers in Minneapolis.

PURPOSELGBTQ+ young adults smoke at disproportionately higher rates than their non-LGBTQ+ counterparts, but prevention efforts are limited. Furthermore, prior to This Free Life (TFL), no known campaigns target LGBTQ+ nondaily smokers. In this study Blue Cross and Blue Shield of Minnesota evaluated a local partnership extension of the Food and Drug Administration (FDA) Center for Tobacco Products’ TFL campaign.METHODSThe intervention featured a variety of LGBTQ+-tailored events, social/digital media, and out-of-home media placed in locations with a high density of LGBTQ+ young adults. Cross-sectional surveys (n = 1215) were collected from LGBTQ+ young adult (18-26) nondaily smokers at 4 time points between 2016 and 2019. The national TFL campaign was tracked in a separate evaluation conducted by the FDA.RESULTS43.0% of nondaily LGBTQ+ smokers reported awareness of the campaign (n = 522), and 63.4% of those also engaged with TFL (n = 330). Engagement was highest for gay, lesbian and transgender participants, and for Asian and Black/African American participants. Each additional instance of campaign engagement increased participants’ odds of intending to quit smoking by 20% (AOR = 1.20; 95% CI = 1.05, 1.36). The relationship between campaign engagement and intention to quit was fully mediated by the campaign’s impact on attitudes against smoking and perceived normative trends, but not by perceived behavioral control.CONCLUSIONThe local extension of TFL increased intentions to quit for LGBTQ+ nondaily smokers. Future research should further explore the relationship between perceived behavioral control and intentions to quit for nondaily smokers.

Human Papillomavirus Vaccination and Social Media: Results in a Trial With Mothers of Daughters Aged 14-17.

Introduction: Parents acquire information about human papillomavirus (HPV) vaccines online and encounter vaccine-critical content, especially on social media, which may depress vaccine uptake. Secondary analysis in a randomized trial of a Facebook-delivered adolescent health campaign targeting mothers with posts on HPV vaccination was undertaken with the aims of (a) determining whether the pre–post-change occurred in self-reports of the mothers on HPV vaccination of their adolescent daughters; (b) describing the comments and reactions to vaccine posts; (c) exploring the relationship of campaign engagement of the mothers assessed by their comments and reactions to posts to change in the self-reports of the mothers of HPV vaccination.Materials and Methods: Mothers of daughters aged 14–17 were recruited from 34 states of the US (n = 869). A social media campaign was delivered in two Facebook private groups that differed in that 16% of posts in one were focused on indoor tanning (IT) and 16% in the other, on prescription drug misuse, assigned by randomization. In both groups, posts promoted HPV vaccination (n = 38 posts; no randomization) and vaccination for other disease (e.g., influenza, n = 49). HPV and other vaccination posts covered the need for a vaccine, the number of adolescents vaccinated, how vaccines are decreasing the infection rates, and stories of positive benefits of being vaccinated or harms from not vaccinating. Guided by social cognitive theory and diffusion of innovations theory, posts were intended to increase knowledge, perceived risk, response efficacy (i.e., a relative advantage over not vaccinated daughters), and norms for vaccination. Some vaccination posts linked to stories to capitalize on identification effects in narratives, as explained in transportation theory. All mothers received the posts on vaccination (i.e., there was no randomization). Mothers completed surveys at baseline and 12- and 18-month follow-up to assess HPV vaccine uptake by self-report measures. Reactions (such as sad, angry) and comments to each HPV-related post were counted and coded.Results: Initiation of HPV vaccination (1 dose) was reported by 63.4% of mothers at baseline, 71.3% at 12-month posttest (pre/post p < 0.001), and 73.3% at 18-month posttest (pre/post p < 0.001). Completion of HPV vaccination (two or three doses) was conveyed by 50.2% of mothers at baseline, 62.5% at 12-month posttest (pre/post p < 0.001), and 65.9% at 18-month posttest (pre/post p < 0.001). For posts on HPV vaccines, 8.1% of mothers reacted (n = 162 total), and 68.4% of posts received a reaction (63.2% like; 13.2% love, 7.9% sad). In addition, 7.6% of mothers commented (n = 122; 51 unfavorable, 68 favorable, 1 neutral), and 50.0% of these posts received a comment. There were no differences in pre–post change in vaccine status by the count of reactions or comments to HPV vaccine posts (Ps > 0.05). Baseline vaccination was associated with the valence of comments to HPV vaccine posts (7.2% of mothers whose daughters had completed the HPV series at baseline made a favorable comment but 7.6% of mothers whose daughters were unvaccinated made an unfavorable comment).Conclusion: Effective strategies are needed in social media to promote HPV vaccines and counter misinformation about and resistance to them. Mothers whose daughters complete the HPV vaccine course might be recruited as influencers on HPV vaccines, as they may be predisposed to talk favorably about the vaccine. Comments from mothers who have not been vaccinated should be monitored to ensure that they do not spread vaccine-critical misinformation. Study limitations included lack of randomization and control group, relatively small number of messages on HPV vaccines, long measurement intervals, inability to measure views of vaccination posts, reduced generalizability related to ethnicity and social media use, and use of self-reported vaccine status.Clinical Trial Registration: www.clinicaltrials.gov, identifier NCT02835807.

"Sharing Hope and Healing": A Culturally Tailored Social Media Campaign to Promote Living Kidney Donation and Transplantation Among Native Americans.

In this article, the authors discuss a community-based participatory research (CBPR)-driven and culturally tailored social media campaign to promote living kidney donation and transplantation (LKDT) serving Native American communities, who are disproportionately burdened by kidney failure. The effort represents a collaboration among researchers, tribal leaders and community members, medical centers, and other stakeholders to facilitate health promotion related to LKDT among the broader Native American community. Campaign objectives were collaboratively established by the researchers and stakeholders, and the campaign approach and materials were likewise developed in consultation with the community. The results indicated that the use of success stories about LKDT within campaign materials was a statistically significant predictors of heightened campaign engagement (p = .003, β = .223). Recommendations are offered for partnering with tribal communities and other stakeholders, as well as for building tailored health promotion strategies.

Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy and Low Birthweight Among Black Women.

ObjectiveLow birthweight is one of the main causes of poor health outcomes among newborns, with Black women having a disproportionately high prevalence. A digital intervention targeted Black women in Orange County, Florida with information on positive pregnancy-related knowledge and attitudes related to low birthweight. This paper reports on campaign methods for the first 2.5 years of implementation.MethodsCampaign content was tailored toward Black women, around a reproductive empowerment lens. Content focused on emphasizing healthy pregnancy-related behaviors and creating positive representations of Black women throughout the various stages of pregnancy through both static images and a web series. Digital metrics gauged campaign engagement. Three cross-sectional online surveys conducted in the intervention county examined Black women’s pregnancy-related knowledge, attitudes, and behaviors.ResultsAfter two years of campaign implementation, social media accounts showed 1784 followers. While Facebook showed more average monthly impressions, Instagram showed more average monthly engagements. Survey results showed some increases in knowledge about prenatal care, weight gain, exercise, and the health impacts of low birthweight.Conclusions for PracticeThis study highlights the potential for a culturally-appropriate digital intervention to promote positive pregnancy outcomes among at-risk women. Digital interventions offer a potential way to achieve positive pregnancy-related behavior changes on a larger scale. This may be particularly important given that the COVID-19 pandemic may be changing the ways that pregnant women access information. Studies should examine the impact and feasibility of using culturally-appropriate digital interventions that directly address Black women and their specific experiences during pregnancy.

Following Politicians on Social Media: Effects for Political Information, Peer Communication, and Youth Engagement

Young citizens increasingly turn to social media platforms for political information. These platforms enable direct communication between politicians and citizens, circumventing the influence of traditional news outlets. We still know little about the consequences of direct contact with politicians on such platforms for citizens’ political participation. Here, we argue that the interplay of different actors in the political news diet of citizens should be investigated from a networked communication perspective. Relying on a cross-sectional survey of young Danes (15–25 years old, &lt;em&gt;n&lt;/em&gt; = 567), we investigate the relationship between following politicians on social media and: (a) the composition of young citizens’ political media diet; and (b) their civic messaging and campaign participation. Following political actors on social media relates to increased campaign engagement and can be a catalyst for young people’s exposure to campaign news, but their friends and followers function as the main node of their political online networks. We document a process of the de-mediation of politics on social media: Established news media lose influence as primary information sources for young citizens. We discuss these results in the context of users’ active curation and passive selection of their political social media diet.

A Uniter and a Divider: American Presidential Campaigns and Partisan Perceptions of the National Economy

Do American presidential campaigns polarize or unify partisan perceptions? I propose that they do both, where the balance of these countervailing forces varies by context. Campaign messages enable partisan differences, especially in battleground states, but campaigns also promote social contexts that foster accuracy motives and reduce the effects of partisan biases nationwide. After documenting panel data evidence of campaign trends toward unity, further tests compare the national effects of campaign engagement with the local effects of campaign intensity using daily survey data on national economic evaluations. In support of the countervailing forces framework, national engagement in presidential campaigns generally increased levels of cross-partisan agreement by campaign’s end, but local campaign intensity enhanced partisan differences in rate of responsiveness to the campaign. Although targeted campaigns reduced unifying effects in many states, presidential campaigns typically have a net unifying effect on American economic perceptions, thereby strengthening economic voting.

PNS133 POLICIES TO IMPROVE AMR PRACTICES: AN INDUSTRY AND HCP PERSPECTIVE

Antimicrobial resistance (AMR) is a major threat to global public health. In the last five years, governments across the world have been developing initiatives alongside the pharmaceutical industry to tackle AMR through ‘responsible use’ policy interventions. We reviewed the current initiatives targeted towards the pharmaceutical industry and healthcare professionals (HCPs) to evaluate the impact they have had in tackling AMR. A structured literature search of online sources was conducted to find publications relating to educational campaigns implemented by governments and industry to tackle AMR. Searches were limited from 2013–present. Several HCP-targeted initiatives have been introduced by government bodies in recent years, including the ‘Antibiotic Guardian’ behavioural change campaign. The campaign was launched in 2014 and aims to increase commitment from HCPs and the public to reduce AMR through online pledges. After initial success in the UK, the programme has been expanded across many other European countries. The campaign has been qualitatively evaluated in several studies and found to be effective in increasing commitment of HCPs and the public to reduce AMR. The pharmaceutical industry is also developing initiatives and investing in reducing AMR on a larger scale. The AMR Industry Alliance comprises of over 100 life sciences companies, across 20 countries worldwide. These companies have partnered to reduce the development of AMR, invest in R&D to meet global public health needs and improve access to high-quality antibiotics. In the last five years, governments, industry and HCPs have operated at different levels of the healthcare system to develop education programmes like ‘Antibiotic Guardians’ to have a positive impact on reducing AMR. Although the long-term impacts of these educational campaigns have yet to be evaluated, short term outcomes demonstrate that campaign engagement results in positive behavioural changes towards antibiotic use.

Demographic, Knowledge and Impact Analysis of 57,627 Antibiotic Guardians Who Have Pledged to Contribute to Tackling Antimicrobial Resistance.

In 2014, Public Health England (PHE) developed the behavioural change Antibiotic Guardian (AG) campaign to tackle antimicrobial resistance (AMR). This included an online pledge system aimed at healthcare professionals (HCP) and the public. Demographics of AGs were collected when pledging online and analysed by pledge group, type, geography, and source of hearing of the campaign between 24/07/2014–31/12/2017. Website visitors and acquisition routes were described using Google analytics data. From November 2016, five questions assessed AMR knowledge which was compared to published Eurobarometer AMR survey results for UK. Behaviour change of AGs was also assessed through an impact questionnaire, evaluating the effect of the campaign on self-reported behaviour around AMR. Overall there were 231,460 unique website visitors from 202 countries resulting in 57,627 English and 652 foreign language pledges. Website visitors increased each year with peaks during European Antibiotic Awareness Day and (EAAD) World Antibiotic Awareness Week (WAAW). Self-direction was the largest acquisition route (55%) with pledges more likely via this route than social media (OR 2.6, 95% CI 2.5–2.6). AGs (including the public) were more likely to answer questions correctly than the Eurobarometer UK group (OR 8.5, 95% CI 7.4–9.9). AG campaign engagement has increased over the four years with particular increases in the student group. AGs had greater knowledge compared to the Eurobarometer UK population. The latest impact evaluation of the online pledge scheme highlights that it continues to be an effective and inexpensive way to engage people with the problem of AMR especially among those with prior awareness of the topic.

Campaign Rhetoric and the Incumbency Advantage

The congressional incumbency advantage reflects an inequity in competition—candidates receive an electoral edge simply because they hold office. Scholars have identified an array of factors that contribute to the incumbency advantage; however, the role of electoral campaigns has been largely ignored. We argue that campaigns are a mechanism through which the incumbency advantage works. All else constant, incumbents focus their campaigns on factors that reflect their standing position, such as their familiarity to voters and actions taken for their district/state. Voters consequently rely on such incumbency factors when making their decisions. The outcome is challengers are at an extreme disadvantage, and campaigns offer scant substantive engagement. We offer evidence for these dynamics with a large-scale content analysis of campaign websites and an experiment. In so doing, we highlight a challenge to theories of democratic representation that focus on equal competition and/or substantive campaign engagement.

Freedom From Chew: Using Social Branding to Reduce Chewing Tobacco Use Among Country Peer Crowd Teens.

Peer crowds are macro-level, reputation-based subcultures with shared preferences, values, and behavior. The Country peer crowd has been the focus of tobacco industry research and marketing but has yet to be the primary focus of public health research. The current study explores the utility of Down and Dirty, a Social Branding tobacco education campaign, in changing Virginia Country teens' chewing tobacco-related attitudes and behavior. The relationship between chew use and Country peer crowd identification was also explored. To evaluate the campaign, a cross-sectional survey was administered online for 3 years from 2014 to 2016. Responses were collected via social media advertisements targeting 13- to 18-year-old Country youth from Virginia (total n = 1,264). Participants reported peer crowd identification, chew-related attitudes and behavior, and campaign engagement and appeal. Compared with Wave 1, Waves 2 and 3 Country teens who engaged with Down and Dirty had greater odds of holding strong attitudes against chew. Among campaign-engaged Country teens, odds of chew use were lower at Waves 2 and 3, and lower odds were associated with liking the campaign. Related to chew prevalence, Country teens demonstrated greater odds of past 30-day chew use compared to non-Country teens, and higher Country identification was associated with greater odds of chew use. Down and Dirty is a promising intervention associated with positive attitudinal and behavioral outcomes for high-risk Country teens. Additionally, this study helps document tobacco-related behavioral patterns of the Country peer crowd, a priority for ongoing tobacco education, especially around chew.

HUBUNGAN PENGGUNAAN SUMBER INFORMASI KAMPANYE DAN PARTISIPASI POLITIK (Relationship between the Campaign Source of Information Use and Political Participation) (STUDI KASUS PILPRES 2014 DI KECAMATAN CIBINONG BOGOR) (Case Study Indonesian Presidental Election 2014 at Sub-District of Cibinong Bogor)

AbstractIndonesian presidential election campaigns had been held by the candidates and the campaign team respectively from June, 4th-July, 5th 2014. This study was aimed to know the extent of utilization of communication channels both mass media and social media (new media) as source of information, compared with interpersonal communication channel, and how the level of utilization of the information sources by voters during the political campaign influenced the level of political participation in Cibinong. This study had been conducted in September-Oktober 2014 at Sub-District of Cibinong, Bogor Regency. A number of 200 people were chosen as respondents by using purposive sampling technique. The collected data were analyzed with Spearmans Rank correlation test. Results showed that political participation in the engagement of campaigns as well as the surveillance were poor, while the participation in voting was quite good. In the variable of demographic characteristics, a negative significant correlation was found between political affiliation and the campaign engagement and so between the birthplace and voting engagement. On the contrary, the variable of age, income, and education had no correlation with all dimensions of the campaigns engagement. All dimensions of demographic characteristics including sex, birthplace, and environment had a significant negative correlation with political participation. The indicator of sex and birthplace had a significant negative correlation with the amount of source of information use. The in dicator of birthplace also had a significant negative correlation with the frequent of accessing campaign sources of information. The utilization of campaign sources of information had a significant positive correlation with political participation in the dimension of the engagement in the campaign, voting, and surveillance for the election .Keywords: Political participation, source of information use, political campaign

Online Political Microtargeting: Promises and Threats for Democracy

Online political microtargeting involves monitoring people’s online behaviour, and using the collected data, sometimes enriched with other data, to show people-targeted political advertisements. Online political microtargeting is widely used in the US; Europe may not be far behind. This paper maps microtargeting’s promises and threats to democracy. For example, microtargeting promises to optimise the match between the electorate’s concerns and political campaigns, and to boost campaign engagement and political participation. But online microtargeting could also threaten democracy. For instance, a political party could, misleadingly, present itself as a different one-issue party to different individuals. And data collection for microtargeting raises privacy concerns. We sketch possibilities for policymakers if they seek to regulate online political microtargeting. We discuss which measures would be possible, while complying with the right to freedom of expression under the European Convention on Human Rights.

Hubungan Penggunaan Sumber Informasi Kampanye Dan Partisipasi Politik Pada Kasus Pilpres 2014 Di Kecamatan Cibinong Bogor

Indonesian presidential election campaigns had been held by the candidates and the campaign team respectively from June, 4th-July, 5th 2014. This study was aimed to know the extent of utilization of communication channels both mass media and social media (new media) as source of information, compared with interpersonal communication channel, and how the level of utilization of the information sources by voters during the political campaign influenced the level of political participation in Cibinong. This study had been conducted in September-Oktober 2014 at Sub-District of Cibinong, Bogor Regency. A number of 200 people were chosen as respondents by using purposive sampling technique. The collected data were analyzed with Spearman’s Rank correlation test. Results showed that political participation in the engagement of campaigns as well as the surveillance were poor, while the participation in voting was quite good. In the variable of demographic characteristics, a negative significant correlation was found between political affiliation and the campaign engagement and so between the birthplace and voting engagement. On the contrary, the variable of age, income, and education had no correlation with all dimensions of the campaigns engagement. All dimensions of demographic characteristics including sex, birthplace, and environment had a significant negative correlation with political participation. The indicator of sex and birthplace had a significant negative correlation with the amount of source of information use. The in dicator of birthplace also had a significant negative correlation with the frequent of accessing campaign sources of information. The utilization of campaign sources of information had a significant positive correlation with political participation in the dimension of the engagement in the campaign, voting, and surveillance for the election. Keywords: Political participation, source of information use, political campaign

Whither slacktivism? Political engagement and social media use in the 2013 Czech Parliamentary elections

This article examines the relationship between online political expression and offline forms of political participation in the context of the 2013 Czech Parliamentary elections. It draws on the rapidly growing but still very much inconclusive empirical evidence concerning the use of new media and social network sites in particular for electoral mobilization and social activism, and their impact on more traditional forms of civic and political engagement. The theoretical framework of the paper is inspired by the competing perspectives on the role of social media for democratic participation and civic engagement, the mobilization vs. normalization thesis, as well as by the popular concepts of clicktivism or slacktivism (Morozov, 2009), denouncing online activism for allegedly not being complemented by offline actions and having little or no impact on real-life political processes. With the intention to empirically contribute to these discussions, this study uses data from a cross-sectional survey on a representative sample of the Czech adult population (N=1,653) which was conducted directly following the 2013 Parliamentary elections. The study was driven by the main research question: Is there a link between online political expression during the election campaign and traditional forms of political participation among Czech Facebook users? Furthermore, the analysis examined the relationship between online political participation and a declared political interest, electoral participation and political news consumption. The results obtained from an ordinal logistic regression analysis confirm the existence of a significant positive relationship between the respondents’ level of campaign engagement on Facebook and their political interest, political information seeking as well as traditional (mainly offline) participation activities, including voting.

No Drama

We qualitatively examined gay men's reactions to the national "Drama Downunder" HIV/STI social marketing campaign targeting gay men in Australia to identify key campaign elements that underpinned the demonstrated effectiveness of the campaign. We present findings from six qualitative focus groups held with 49 participants as part of the evaluation of the sexual-health-promotion campaign over 2008-2009. Participants identified attention-grabbing images, a humorous approach, positive and simple tailored messaging, and the use of mainstream media as campaign features crucial in normalizing sexual health testing, driving campaign engagement, and ensuring high message exposure. Our results suggest that designers of future campaigns should strive to balance positive and negative campaign images and messages, and find new ways to engage men with sexual health topics, particularly younger gay men. We discuss the implications of our findings about campaign effectiveness for future health-promotion campaigns and message design.