Health Communication Campaigns Research Articles

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.

Health Communication Campaign Through Social Media (Descriptive Study of Social Media Network Users at Pasundan University in Dealing with the Covid-19 Pandemic)

Health Communication Campaign Through Social Media (Descriptive Study of Social Media Network Users at Pasundan University in Dealing with the Covid-19 Pandemic)

COVID-19 Communication Campaigns for Vaccination: An Assessment with Perspectives for Future Equity-Centered Public Health Efforts

Although public and private institutions have spent billions of dollars on COVID-19 vaccination campaigns, many of which claim to be “equity-focused,” few articles to date have objectively described the landscape of these campaigns or identified existing gaps with a focus on those populations disproportionately impacted by the virus. To these ends, a high-level landscape analysis of COVID-related communication campaigns was conducted. Analysis of 15 COVID-related communication campaigns based on six criteria (i.e., understandability, accessibility, actionability, credibility/trustworthiness, relevance/relatability, and timeliness) identified successful efforts, including campaigns aligned with the World Health Organization’s Strategic Communications Framework and rooted in community co-design and communication science. The analysis also revealed five common shortcomings: campaigns were not end-user focused, only “checked the box” when communicating with historically under-resourced communities, were largely broadcast-focused and rarely involved two-way engagement strategies or tactics, demonstrated poor use of online communication approaches and failed to moderate campaign comment boards/social media sites, and commonly targeted “intermediary” audiences with materials that were not “end user ready.” Based on these findings, the authors offer recommendations to guide funding and development of future health communication campaigns focused on reaching diverse audiences.

Changes in information-seeking patterns and perception of health crisis management in a year of COVID-19 pandemic: a repeated cross-sectional study

To assess the changes in the health information search patterns related to the COVID-19 pandemic and the use of this information in Croatia.This repeated cross-sectional study was based on an online survey among adults in Croatia from June 5 to July 5 2020 and from May 25 to June 15 2021. The survey inquired about demographic characteristics, health information search patterns, and emotional reactions to health information. The differences between the year 2020 and the year 2021 were assessed.The survey was completed by 569 respondents (median age 38.5 years) in 2020 and by 598 respondents (median age 40 years) in 2021. In 2020, institutional governmental bodies were perceived to be a reliable source of information, but this perception declined in 2021. Whereas in 2020 TV was the most used source of health-related information, online media prevailed in 2021. After one year of the pandemic, respondents attributed significantly greater importance to the reliability of the information obtained from different sources.Our results may be valuable in designing public health communication strategies and campaigns, in selecting communication channels and sources, and in tailoring health information according to the characteristics and habits of the studied population.

A health communication campaign for prevention of osteoporosis in rural elderly women

BackgroundOsteoporosis, as the most common metabolic disease and the leading cause of death among older people, affects more than 200 million women throughout the world. This study aimed to evaluate the effect of a health communication campaign on knowledge, attitude, and practice of older women towards prevention and control of osteoporosis.MethodsIn this multi-stage mixed methods study, 30 days’ health communication campaign for prevention of osteoporosis was conducted on 60- 75-year-old women, in rural areas of Fasa, Iran. Subjects were divided into two groups, control (n = 103) and intervention (n = 98). Data were collected using a researcher-made questionnaire and analyzed by SPSS 25.0. The significance level was set at < 0.05.ResultsInter-group group analysis revealed that the mean scores of knowledge, attitude, and practice were not significantly different between the two groups before the intervention, but after the intervention, unlike the behavior (P = 0.569), mean scores of knowledge (p < 0.001) and attitude (p < 0.001) of the intervention group were significantly more than the control group. Intra-group comparisons showed that, unlike the control group, the mean scores of knowledge (p < 0.001), attitudes (p < 0.001), and behavior (P < 0.001) increased significantly in the intervention group.ConclusionsHealth communication campaign is an effective way to change the knowledge and attitude and to a lesser extent the practice of the eldery toward prevention and control of osteoporosis.

Communicating about the social determinants of health: development of a local brand

ABSTRACT Background Successful comprehensive population-based approaches to chronic disease prevention leverage mass media to amplify messages and support a culture of health. We report on a community-engaged formative evaluation to segment audiences and identify major themes to guide campaign message development for a transformative health communication campaign. Methods Four key phases of campaign development: (I) Formative evaluation to identify priorities, guiding themes, and audience segments (interviews/focus groups with residents, N = 85; representatives of community-based partner organizations, N = 10); (II) Brand development (focus groups and closed-ended surveys; N = 56); (III) Message testing approaches to verbal and visual appeals (N = 50 resident intercept interviews); (IV) Workshop (N = 26 participants representing 15 organizations). Results Residents were engaged throughout campaign development and the resulting campaign materials, including the campaign name and visual aesthetic (logo, color schemes, overall look and feel) reflect the diversity of the community and were accepted and valued by diverse groups in the community. Campaign materials featuring photos of county residents were created in English, Spanish, and Hmong. Plain language messages on social determinants of health resonate with residents. The county was described as a sort of idyllic environment burdened by inequality and structural challenges. Residents demonstrated enthusiasm for the campaign and provided specific suggestions for content (education about disease risks, prevention, management; information about accessing resources; testimonials from similar people) and tone. Conclusions Communication to support a policy, systems, and environmental change approach to chronic disease prevention must carefully match messages with appropriate audiences. We discuss challenges in such messaging and effectiveness across multiple, diverse audiences.

Factors Impacting COVID-19 Vaccine Hesitancy and Resistance Among College Students in Northwest Ohio

Background: Vaccination is a critical strategy for controlling the transmission of COVID-19 and for returning to normalcy on college campuses; however, vaccine hesitancy and resistance persist as a significant barrier. This study utilized the integrated behavior model (IBM) and the precaution adoption process model (PAPM) to identify factors predictive of COVID-19 vaccine willingness (receptive, hesitant, and resistant) among college students. Methods: A sample of 1248 students at 2 universities in northwest Ohio were surveyed online in 2021. Stata/SE, version 17 (StataCorp) software was used to conduct stepwise logistic regression to investigate the association of theoretical constructs with vaccine willingness, after controlling for COVID-19 related factors and sociodemographic factors. Results: Most students (82.5%) were vaccine receptive, 6.9% were vaccine hesitant, and 10.6% were vaccine resistant. Vaccine hesitancy was higher among students aged 18 to 22 years (9.3%), undergraduates (16.5%), and students who identified as Black (13%) or Middle Eastern (14.3%). Lower vaccine hesitance was significantly predicted by IBM constructs of positive attitudes, high self-efficacy, and high salience. Not getting an influenza vaccine in the past 3 years and viewing vaccination as a personal choice were significantly associated with higher vaccine hesitancy. Lower odds of vaccine resistance were predicted by higher subjective norms. Descriptive norms, not getting an influenza vaccine in the past 3 years, agreeing with conspiracies, and viewing vaccination as a personal choice were strongly predictive of higher vaccine resistance. Conclusion: Identifying the factors that predict vaccine hesitancy and resistance among college students is critical for college administrators, and for those who are designing health communication campaigns, to increase vaccination among this priority population.

Formative Research to Inform College Health Communication Campaigns About COVID-19 Prevention Behaviors.

This research aimed to inform the development of a health communication campaign to increase the uptake of COVID-19 prevention behaviors among university students. Twenty-eight students attending a mid-sized public university in the southeastern United States and 84 parents or guardians of university students were recruited. The study included an online survey assessing COVID-19 prevention behaviors, perceived susceptibility to COVID-19, perceived severity of COVID-19, and semi-structured interviews to elicit beliefs on COVID-19 prevention behaviors. Students and parents/guardians reported that getting COVID-19 was possible but not necessarily likely. COVID-19 was seen as serious and at least somewhat severe. Dominant interview themes for benefits, barriers, response efficacy, and self-efficacy related to prevention behaviors are reported. Overall, perceptions of behavioral benefits, barriers, and response efficacy were often shared by parents and students but varied across behaviors. These data provide insights for future campaign development for the control of infectious diseases among college students.

English

Health communication campaigns along with the targeted social health indicator such as the at-risk group can make an impactful difference in preventive care and chronic disease health maintenance. The logistic regression technique is employed to examine if Rwanda&rsquo;s health media campaign impacted household health behavior and whether this impact was influenced by literacy aptitude and current sexual health practices.&nbsp; Interactive effects of health campaigns were found on household sexual behavior among at-risk households in Rwanda. Tests on model validity and reliability favor the models and give statistically greater confidence in the results. Key words: HIV, AIDS, health campaign, HIV campaign, AIDS campaign.

Community-Based Social Marketing: A Supplemental Approach to Improve Environmental Attitudes and Environmental Health in Nigeria

ABSTRACT This article argues that a community-based social marketing (CBSM) framework can support an environmental health communication and advocacy campaign in Nigeria’s Niger Delta. First, the personal and group environmental attitudes and behavior in the region are identified. Next, a summary is provided of the underlying sources, types, and magnitude of the region’s environmental challenges from oil production agriculture, and illegal logging. Using grounded theory, a CBSM strategy is proposed for enhancing environmental attitudes and behavior for promoting environmental health in Nigeria’s Niger Delta. The analysis identified specific behavior change necessary to improve environmental conditions, themes and resources, including groups and institutions that could be considered as assets, as well as potential barriers to implementing CBSM in the Niger Delta. It also identified the need to combine the CBSM with the social ecological model to make it effective for framing appropriately targeted pro-environmental communication addressing complex socio-political problems.

Music Videos as Health Promotion: Juvenile’s “Vax That Thang Up” and the Promotion of the COVID-19 Vaccine in the Black Community

COVID-19 data reveals that the disease has disproportionately affected the Black community, yet the lowest vaccination rates can be found among this demographic. A myriad of factors can explain this health disparity, but structural barriers such as availability and vaccine apprehension amongst the Black community emerge as two primary reasons. Despite targeted outreach, traditional health campaigns directed at the Black community did not yield results; many argue this was due to the community’s history of medical exploitation and rightful distrust of the medical sector. Instead, the Black community turned to popular culture as a primary means of health information. In turn, Juvenile’s classic song “Back That Thang Up” was repurposed into a vaccine anthem—“Vax That Thang Up.” The PSA, which infuses hip-hop, health promotion, and the power of music videos, sparked controversy and has over 3 million views on YouTube. These considerations serve as the basis of this study, which will interrogate the intersection of health communication and pop culture, in relation to the music video—“Vax That Thang Up.” The researchers will employ the culture-centered approach to unpack how the music video disrupted traditional aspects of health communication campaigns.