Health Communication Campaigns Research Articles

Identification with Characters of a National Narrative Health Communication Campaign Targeting Type 2 Diabetes

ABSTRACT Type 2 diabetes mellitus (T2DM) has a high prevalence in Germany. Tailored health communication campaigns are part of preventing T2DM at a societal level, with narrative approaches as a promising communication strategy. The aim of this study was to qualitatively examine identification with characters as a potential narrative effect mechanism within a national T2DM communication campaign (Slogan: “Diabetes – not only a question of type”). In doing so, characters’ liking and perceived similarity were explored as antecedents of identification. For this purpose, nine focus groups comprising a total of 76 participants diagnosed with T2DM were conducted. Two of these focus groups consisted entirely of participants of Turkish descent. An assessment was developed to measure the extent to which participants liked, perceived themselves to be similar to, and identified with different characters presented via three videoclip formats (live action, animated cartoons, and celebrity testimonials) from a national diabetes communication campaign. Live action and celebrity testimonial characters were mostly perceived as likeable. However, level of identification was low, and participants felt an overall lack of similarity regarding both personal and disease-related characteristics as compared to these characters. Animated cartoons were perceived as less stigmatizing, but also as less engaging. The study indicates that liking without a feeling of similarity to a character is not sufficient to elicit identification. Further, the reinforcement of harmful T2DM stereotypes should be avoided in health communications to prevent reactance and to increase generalizability.

WHAT IS THE ROLE OF JOURNALISM IN THE POLITICAL ADVOCACY OF HEALTH POLICY IN INDONESIA?

In this short commentary article, the complex association between journalism, health policy, and political campaigning in Indonesia is explained, in need of more scholarly expansion. Within those limitations, the paper does alert to the necessary function journalism serves intrinsic to the public discourse that drives health policy recommendations, as well as noting how this has been perverted by misinformation and dwindling faith in the media. The article examines how journalism (including digital and social media) has shaped health policy advocacy and public opinion and highlights the role of the media in health communication campaigns and policy reform. Through scrutiny of its role in health policy advocacy, with a broader look at how journalism roles have shifted over time. In this article, the author demonstrated that journalism is a bridge between health policy experts and the public, enabling a more informed democratic engagement with health policy. These conclusions highlight the need to build a nexus between democratic journalism and health policy advocacy for public health priorities in Indonesia. Keywords: health policy, journalism, political campaign

WHAT IS THE ROLE OF JOURNALISM IN THE POLITICAL ADVOCACY OF HEALTH POLICY IN INDONESIA?

In this short commentary article, the complex association between journalism, health policy, and political campaigning in Indonesia is explained, in need of more scholarly expansion. Within those limitations, the paper does alert to the necessary function journalism serves intrinsic to the public discourse that drives health policy recommendations, as well as noting how this has been perverted by misinformation and dwindling faith in the media. The article examines how journalism (including digital and social media) has shaped health policy advocacy and public opinion and highlights the role of the media in health communication campaigns and policy reform. Through scrutiny of its role in health policy advocacy, with a broader look at how journalism roles have shifted over time. In this article, the author demonstrated that journalism is a bridge between health policy experts and the public, enabling a more informed democratic engagement with health policy. These conclusions highlight the need to build a nexus between democratic journalism and health policy advocacy for public health priorities in Indonesia. Keywords: health policy, journalism, political campaign

Evaluating the effectiveness of social media in health communication: assessing the impact and outcomes of health communication campaigns conducted on x (Twitter)

Twitter, a leading health communication channel, has effectively promoted health awareness and continues to do so. It provides health information quickly and easily, serving as a vital source of health information. Health practitioners often use Twitter to disseminate health information, a trend that has become more prevalent than engaging audiences in multi-way conversations and interactions. This reassures us of the platform's effectiveness in reaching a broad audience. Twitter has emerged as a powerful tool for reaching a broader audience, offering platforms like Twitter Space for discussion and engagement with health professionals. This technology has brought a new dimension to healthcare, enlightening the public and promoting health behaviors, benefits, challenges, and preventive measures. This research delved into the effectiveness of Twitter in health communication. The study employed a quantitative approach, using a survey to assess the impact of health-related content on Twitter and evaluate the effectiveness of shared health communication. The anticipated outcomes of this research include a comprehensive understanding of the effectiveness of Twitter on health communication, insights into the effectiveness of health content Twitter users access, and recommendations for improving health outcomes through targeted audience campaigns by providing empirical evidence on the effectiveness of Twitter on health communication and a positive and crucial role play in promoting health awareness. Twitter has been used as a tool for health communication campaigns, and many Twitter users benefit from the health information gained there

Health Motivation in the Influencer Era: Analyzing Entertainment, Personal, and Social Media Role Models

ABSTRACT This research explored how personal and entertainment role models motivate an individual’s health goals, and how following a role model on social media affects this process. A survey of 404 adults revealed that identifying a personal role model, such as a family member, friend, or healthcare professional, had a stronger influence on health motivation in comparison to identifying an entertainment role model. Additionally, our findings indicated that following any role model on social media, whether a personal acquaintance or a celebrity, enhanced motivation. Role model attributes that mediated these relationships included perceived similarity, and in some instances, positive and negative norm deviance. This study highlights the importance of leveraging role model relationships in health communication campaigns and developing authentic influencer-driven health initiatives that feature relatable entertainment figures. Additionally, this research supports the need for further examination of how a role model’s perceived positive or negative norm deviance influences motivational capability. We discuss implications for the motivational theory of role modeling, health promotion, and entertainment education.

The first modern health communication campaign in Europe: explicit and implicit strategic intents

PurposeThe main aim of this article is to broaden the notion of strategic intent in public relations. It also develops an understanding of the social value of what can be defined as the first modern health communication campaign in Europe based on strategic intents and the development of modernity.Design/methodology/approachThe study is based on both historical research and empirical material from the Norwegian tuberculosis campaign from 1889 up to 1913, when Norwegian women achieved suffrage. The campaign is analysed in the framework of modernity and social theory. The literature on lobbying and social movements is also used to develop a theoretical framework for the notion of strategic intent.FindingsThe study shows that strategic intent can be divided into two layers: (1) the implicit strategic intent is the real purpose behind the communication efforts, whereas (2) the explicit intent is found directly in the communication efforts. The explicit intent may be presented as a solution for the good of society at the right political moment, giving an organisation the possibility to mobilise for long-term social changes, in which could be the implicit intent.Originality/valueThe distinction between explicit and implicit strategic intent broadens our understanding on how to make long-term social changes as well as how social and political changes occur in modern societies. The article also gives a historical account of what is here defined as the first modern health communication campaign in Europe and its social value.

Should Communication Campaigns Promoting Vaccination Address Misinformation Beliefs? Implications from a Nationally Representative Longitudinal Survey Study among U.S. Adults

Public health communication campaign planners must carefully consider whether misinformation beliefs are important to target and, ideally, correct. Guided by the reasoned action approach, we hypothesized that behavior-specific beliefs regarding COVID-19 vaccination would account for any observed relationship between general coronavirus misinformation beliefs (misinformation beliefs that are not specific to the anticipated consequences of COVID-19 vaccination) and subsequent vaccine uptake. To test our hypothesis, we used panel data from a two-wave nationally representative sample of U.S. adults pre- and post-vaccine availability (T1: July 2020, T2: April/June 2021, analytic sample: n = 665). Contrary to our hypothesis, we find a residual observed relationship between general coronavirus misinformation beliefs and subsequent vaccine uptake (AOR = 0.40, SE = 0.10). Intriguingly, our post-hoc analyses do show that after also adjusting for T2 behavioral beliefs, this association was no longer significant. With this and other justifications, we recommend that messages promoting vaccination prioritize targeting relevant behavioral beliefs.

Health Communication Strategy in Changing Community Nutrition Behavior and Reducing Stunting Cases in South Konawe Regency, Southeast Sulawesi

This study aims to analyze the communication capacity of public health cadres in designing and implementing effective health communication campaigns and their impact on changing the nutritional behavior of rural communities and helping to reduce the number of stunting cases in Indonesia. This study uses a qualitative and case study approach focusing on health communication strategies implemented by community health cadres in South Konawe Regency, Southeast Sulawesi Province. Data collection used an in-depth interview method with public health cadres, which included evaluating their understanding of health communication, the use of social media in delivering health messages, and their ability to adapt nutrition messages to the local cultural context. Research findings show that most health cadres do not understand effective health communication. The use of social media in delivering health messages is still not optimal, and there are challenges in understanding and integrating local cultural contexts in nutrition counseling. The implications of this study suggest that enhancing the capacity of community health cadres in South Konawe Regency is imperative, particularly in proficient health communication through social media platforms and understanding the nuances of local cultural contexts. It is anticipated that implementing strategies aimed at augmenting the training and skill development of health cadres would significantly contribute to endeavors to mitigate the prevalence of stunting cases in rural Indonesian regions.

Seroprevalence of Japanese encephalitis virus-specific antibodies in Australia following novel epidemic spread: protocol for a national cross-sectional study

IntroductionJapanese encephalitis virus (JEV) is a mosquito-borne flavivirus that causes encephalitis and other morbidity in Southeast Asia. Since February 2022, geographically dispersed JEV human, animal and vector detections occurred on...

The Role of Collective Group Orientation and Social Norms on Physical Distancing Behaviors for Disease Prevention

ABSTRACT To reduce the impact of communicable diseases like COVID-19, collective action is required and likely to be susceptible to normative influence as well as whether people are more or less collectively oriented. We extend the theory of normative social behavior (TNSB) to account for group orientation and predict the relationships between social norms and physical distancing behaviors. Using a rolling cross-sectional design during 17 weeks of the pandemic, a national sample of US residents from 20 states (N = 8,778) participated in the study. The findings show that perceived descriptive norms, injunctive norms, and group orientation are significantly associated with physical distancing. The descriptive norm-behavior relationship and injunctive norm-behavior relationship are moderated by group orientation and the other predicted moderators in the TNSB. The findings extend the TNSB and highlight the need to understand social norms and group orientation in formative research for health communication campaigns designed to promote prevention behaviors.

Perceptions of COVID-19 Risk: How Did People Adapt to the Novel Risk?

There is limited understanding of how risk perceptions changed as the US population gained experience with COVID-19. The objectives were to examine risk perceptions and determine the factors associated with risk perceptions and how these changed over the first 18 mo of the pandemic. Seven cross-sectional online surveys were fielded between May 2020 and October 2021. The study included a population-weighted sample of 138,303 US adults drawn from a market research platform, with an average 68% cooperation rate. Respondents' risk perception of developing COVID in the next 30 days was assessed at each time point. We examined relationships between 30-day risk perceptions and various factors (including sociodemographic features, health, COVID-19 experience, political affiliation, and psychological variables). COVID risk perceptions were stable across the 2020 surveys and showed a significant decrease in the 2021 surveys. Several factors, including older age, worse health, high COVID worry, in-person employment type, higher income, Democratic political party affiliation (the relatively more liberal party in the United States), low tolerance of uncertainty, and high anxiety were strongly associated with higher 30-d risk perceptions in 2020. One notable change occurred in 2021, in that younger adults (aged 18-29 y) had significantly higher 30-d risk perceptions than older adults did (aged 65 y and older) after vaccination. Initial differences in perception by political party attenuated over time. Higher 30-d risk perceptions were significantly associated with engaging in preventive behaviors. Cross-sectional samples, risk perception item focused on incidence not severity. COVID risk perceptions decreased over time. Understanding the longitudinal pattern of risk perceptions and the factors associated with 30-d risk perceptions over time provides valuable insights to guide public health communication campaigns. The study assessed COVID-19 risk perceptions at 7 time points over 18 mo of the pandemic in large samples of US adults.Risk perceptions were fairly stable until the introduction of vaccines in early 2021, at which point they showed a marked reduction.Higher COVID-19 30-d risk perceptions were significantly associated with the preventive behaviors of masking, limiting social contact, avoiding restaurants, and not entertaining visitors at home.

Development and refinement of a communication guide to help young adults in Texas reconnect and reduce loneliness

ObjectiveLoneliness among young people is a contemporary public health crisis exacerbated by the COVID-19 pandemic. The present research examined the development of a modest yet meaningful health communication intervention resource that would become an asset in a larger health campaign: a communication guide aimed at helping young people reach out and reconnect with others. MethodsStudy One established the need for a loneliness intervention in Texas with survey data (N = 795). A communication guide was developed based on research and theory. Study Two employed focus group interviews with potential audience members (N = 31) to critically assess and inform revisions to the communication guide. ResultsStudy One results indicated that a substantial proportion of young adult Texans felt as though their social connection had decreased and their loneliness had increased since the onset of the pandemic. Themes in focus group responses from Study Two suggested several strengths of the communication guide and some opportunities for revision. ConclusionA communication guide with tips for reconnecting could be a valuable tool to empower young people and promote social connection. InnovationThis study involved the development and refinement of a new communication resource that was informed by a priority audience of a major health communication campaign.

The Development and Testing of a Point-of-Sale E-Cigarette Health Communication Campaign

ABSTRACT Adolescents and young adults continue to use e-cigarettes, and communication campaigns are needed to decrease use among these populations. We developed and tested a point-of-sale communication campaign focused on e-cigarette chemical exposure. We developed messages based on formative research and tested them (versus text-only messages) in a nationally-representative online survey among adolescents and young adults (16–25) (Phase 1). Based on survey findings, we selected a message focused on nicotine and brain development for the point-of-sale trial (Phase 2). We then conducted a cluster-randomized trial at six gas stations with convenience stores, randomly assigned to the intervention (messages displayed) or no message control condition. We conducted intercept surveys with repeated cross-sectional samples of 50 participants (ages 16–25) per store, at baseline and a four-week follow-up. Phase 1 included 1,636 participants in the online study. Intervention messages were rated as more attention grabbing than plain text messages (p < .05), though were rated similarly on other outcomes. Exposure to intervention messages resulted in larger changes from pre- to posttest for beliefs about addiction and relative harms versus cigarettes (p < .05). Phase 2 included 586 participants in the point-of-sale study. Real-world campaign exposure was low (31.8%), and no differences were found between conditions. E-cigarette prevention messages focused on nicotine’s impact on brain development show promise. However, garnering attention for communication campaigns in saturated point-of-sale environments, often dominated by tobacco advertising, is challenging. Future efforts should utilize additional communication channels to directly target adolescents and young adults.

Mass Media and Health Communication Messages: Implications for Rural Development in the 21st Century Nigeria

This paper explores the role of mass media in health communication campaigns for rural development in the 21st century Nigeria. Mass media have been found to be critical components of Nigeria’s rural development because of their role in disseminating health communication messages with the aim of empowering and improving the health knowledge and skills as well as changing health behaviours of rural dwellers to improve their living conditions. The paper meticulously pinpoints the contributions of mass media in health communication; identified some select health communication programmes that succeeded in Nigeria courtesy of mass media amplification role as well as explored the challenges of mass media channels in rural health communication efforts. The paper is anchored on the agenda setting theory. The paper concluded that mass media are catalysts to rural development in Nigeria. The study recommended that communication should be the priority of government and development programme designers because of the pivotal role it plays in combating ignorance and misinformation in public health issues in Nigeria.

A Reasoned Action Approach to Social Connection and Mental Health: Racial Group Differences and Similarities in Attitudes, Norms, and Intentions

ABSTRACT This study employed a Reasoned Action Approach to investigate two communication behaviors that were being built into a statewide behavioral health campaign: initiating a conversation about one’s own mental health struggles, and starting a conversation to discuss someone else’s mental health difficulties. We examined whether the extent of attitudes, perceived norms, and perceived behavioral control regarding intent to perform these behaviors varied by racial identity. Using original survey data from Texans (N = 2,033), we conducted regression analyses for the two communication behaviors and found that intention to seek help was primarily explained by instrumental attitude, injunctive norm, descriptive norm, and perceived capacity; and intention to start a conversation to help someone else was primarily explained by instrumental attitude, injunctive norm, and perceived capacity. Additionally, we identified important common and distinct determinants of the two behaviors across different racial groups. Implications for health communication campaign message development and audience segmentation are discussed.

Characterizing Twitter chatter about temporary alcohol abstinence during "Dry January".

With roots as a public health campaign in the United Kingdom, "Dry January" is a temporary alcohol abstinence initiative encouraging participants to abstain from alcohol use during the month of January. Dry January has become a cultural phenomenon, gaining increasing news media attention and social media engagement. Given the utility of capturing naturalistic discussions around health topics on social media, we examined Twitter chatter about Dry January and associated temporary abstinence experiences. Public tweets were collected containing the search terms "dry january" or "dryjanuary" posted between 15 December and 15 February across 3years (2020-2). A random subsample stratified by year (n = 3145) was pulled for manual content analysis by trained coders. Final codebook accounted for user sentiment toward Dry January, user account type, and themes related to Dry January participation. Engagement metadata (e.g. likes) were also collected. Though user sentiment was mixed, most tweets expressed positive or neutral sentiment toward Dry January (74.7%). Common themes included encouragement and support for Dry January participation (14.1%), experimentation with and promotion of nonalcoholic drinks (14.0%), and benefits derived from Dry January participation (10.4%). While there is promise in the movement to promote positive alcohol-related behavior change, increased efforts to deliver the campaign within a public health context are needed. Health communication campaigns designed to inform participants about evidence-based treatment and recovery support services proven to help people quit or cut down on their drinking are likely to maximize benefits.

Assessing Community Readiness to Develop a Socioculturally Relevant Intimate Partner Violence Prevention Program.

The prevention of intimate partner violence (IPV), the most prevalent form of gender-based violence, requires initiatives grounded in the values and norms of members of a given community. As part of an ongoing effort to develop a socioculturally responsive prevention program, we assessed levels of readiness to address IPV in an Asian Indian community in the midwestern USA. Consisting of six focus groups (n = 28), individual interviews (n = 6), and surveys (n = 189) of diverse community leaders and members, the assessment indicated that, while there was only vague awareness of IPV in the community as a whole, some limited segments of the community had a higher degree of readiness to address IPV. Capitalizing on the readiness and commitment of selected individuals, we developed a health communications campaign and implemented it in phases. We discuss methodological issues and lessons learned in assessing community readiness, including implications for study design and future research.

Entertainment or Engagement? An Examination of Transportation and Gender in Virtual Reality

Virtual reality (VR) promises a new world of opportunities for public health practitioners including the potential for developing more engaging health narratives. However, a limited amount of research has been conducted on the effectiveness of VR as a form of narrative persuasion. Past research has noted that mental transportation plays a role in the persuasiveness of narratives. Through an experimental design, this study sought to examine transportation in a VR simulation and determine if demographic characteristics impact an individual’s ability to be transported into a narrative. Transportation did occur in the VR simulation; however, it was not more significant than the 2D simulation. Additionally, the results revealed gender differences in transportation scores, but the social norm message did not impact the behavioral intention to refrain from texting while driving in the future. These findings highlight the potential complexities of implementing VR technologies in health communication campaigns.

“We’re always an afterthought”- Designing tobacco control campaigns for dissemination with and to LGBTQ +—serving community organizations: a thematic analysis

PurposeEvidence-based health communication campaigns can support tobacco control and address tobacco-related inequities among lesbian, gay, bisexual, transgender, and queer (LGBTQ +) populations. Community organizations focused on LGBTQ + health (e.g., nonprofits, community centers, and community health centers) can be prime channels for delivering evidence-based health communication campaigns. However, it is unclear how to balance the goals of a) designing campaigns to support broad adoption/uptake and b) adaptation addressing the needs of diverse communities and contexts. As part of an effort to support “designing for dissemination,” we explored the key challenges and opportunities staff and leaders of LGBTQ + -serving community organizations encounter when adopting or adapting evidence-based health communication campaigns.MethodsA team of researchers and advisory committee members conducted this study, many of whom have lived, research, and/or practice experience with LGBTQ + health. We interviewed 22 staff members and leaders of community organizations serving LGBTQ + populations in the US in early 2021. We used a team-based, reflexive thematic analysis approach.ResultsThe findings highlight the challenges of attempting to use health communication campaigns misaligned with the assets and needs of organizations and community members. The three major themes identified were as follows: (1) available evidence-based health communication campaigns typically do not sufficiently center LGBTQ + communities, (2) negotiation regarding campaign utilization places additional burden on practitioners who have to act as “gatekeepers,” and (3) processes of using health communication campaigns often conflict with organizational efforts to engage community members in adoption and adaptation activities.ConclusionsWe offer a set of considerations to support collaborative design and dissemination of health communication campaigns to organizations serving LGBTQ + communities: (1) develop campaigns with and for LGBTQ + populations, (2) attend to the broader structural forces impacting campaign recipients, (3) support in-house testing and adaptations, and (4) increase access to granular data for community organizations.

Interactive Health Messages Work Better for Those Who Feel Less in Control: The Role of External Health Locus of Control and Risk Perception

Interactive websites, which provide greater user control over a site’s interface, are commonly employed in health communication campaigns to deliver risk information in more vivid and engaging ways. The present study explored whether interactive health websites could increase risk perception and encourage systematic processing (i.e. analytical review of persuasive arguments based on prior knowledge and experience) and information seeking and sharing intentions of anti-sugar consumption content. We further investigated whether the effect of interactivity could be moderated by individuals’ beliefs in the role of external factors such as sheer luck in determining their health outcomes. A between-subjects design experiment compared a high interactive website (n = 94) to a low interactive website (n = 73). Results showed that interactivity increased risk perception regarding sugar consumption, especially for the individuals who reported a higher level of external health locus of control. Risk perception was a positive predictor of systematic processing, as well as information seeking and sharing intentions. Theoretical and practical implications of this study are discussed.