Public Messages Research Articles

The porous boundaries of public and private messages: Solidarity networks of Latin American food delivery workers in NYC

In this article, I argue that indigenous Latin American food delivery workers organize to defy information and knowledge asymmetries by utilizing technology built to mediate online social interactions. Drawing on ethnographic fieldwork, this paper investigates transnational modes of community-building and network formation and examines how these networks are instrumental for delivery workers in New York City to exercise agency, forge their narrative, and resist platform control by resisting, pushing, and extending a variety of digital and communication technologies. I analyze how public and private means of communication facilitate and constrain social forms of organization by mapping how delivery workers communicate and engage collectively both in the physical and the digital worlds. My research reveals two platforms that workers use to share information: one that operates inwards (WhatsApp) and another that operates outwards (Facebook). These channels represent opposite sides of the spectrum between public and private and synergize to form a transnational distributed knowledge network to shape and interpret the collective identity of Latin American delivery workers. Overall, this article sheds light on how the flow of information through different spaces and times enables delivery workers to construct a place for subversion and negotiation with roles assigned to them by broader socio-political forces.

Negotiating un/sanitary citizenship: the reception of UK government COVID-19 public health messaging by racialised people highly exposed to infection

Governments across the world differently invoked citizen responsibility for responding to the risk of COVID-19 infection. Approaches which focused on changing social practices served to reinforce distinctions between ‘sanitary’ and ‘unsanitary’ citizenship. This paper examines citizens’ responses to public health policy messaging, exploring as a case study the reception of UK Government messaging about responsible behaviour during the first two years of the COVID-19 pandemic. We examine the public responses to such messaging from narrative interviews with 43 people who became ill with COVID-19. These interviews were with people who identified as members of the minoritised religious and racialised groups, who were most heavily burdened by the impact of COVID-19. Interviewees challenged assumptions that they were ‘irresponsible’ for having caught COVID-19, and instead directed attention towards the ways in which pandemic guidance was unworkable. Some actively critiqued government messaging, questioning the problematic racialisation of pandemic messaging and challenging individual responsibilisation for the management of the pandemic. Through this analysis we demonstrate the active role of citizens in enacting, and at times resisting, health policy.

Dual modality feeders: a group of human milk feeders with unique practices and needs.

Dual modality feeding (DMF) - feeding human milk interchangeably from the breast and from a bottle - comes with unique practical, emotional and relational challenges, as well as support needs. Yet, there is little research that explores the experiences of individuals who use DMF in the Canadian context. The aim of this study is to explore the practices, challenges, reasons and enablers of DMF. Repeat, semi-structured one-on-one interviews were conducted at 8 weeks and 22 weeks postpartum. Interview transcripts were thematically analysed using a critical feminist lens. Nova Scotia, Canada. Ten DMF mothers. DMF practices were influenced by a mix of social and material circumstances, including breast-feeding challenges, the involvement of support persons, finances and access to lactation support. Individuals who predominantly fed at the breast expressed milk strategically to mitigate transitory breast-feeding challenges, for convenience under specific circumstances, and to share feeding responsibilities with other caregivers for personal and practical reasons. Individuals who mainly bottle-fed did so due to long-term breast-feeding challenges or a need to return to employment. Enablers of successful DMF were consistent between the two groups and included practical, personal and relational aspects. DMF is a unique practice compared to feeding human milk solely from the breast or bottle. Despite the potential growing prevalence of DMF, it is currently understudied and inadequately addressed in existing support programmes in Nova Scotia. Tailored programming and public messaging are needed to support DMF families.

Pandemic politics: Exploring the intersection of state political affiliation and public universities' COVID-19 policies and messaging.

As coronavirus disease 2019 (COVID-19) spread within the United States, the challenge of responding to a large-scale health crisis was compounded as the federal government struggled to deliver a unified response. Decision-making powers for pandemic protocols were passed to individual states, whose responses were heavily influenced by their administrations' partisan political leanings. This study explores differences in the transparency of COVID-19 information on university websites and the restrictiveness of the measures they implemented by examining university messaging in all-Republican and all-Democrat controlled states. This study employs a quantitative content analysis of a census of websites (N = 265) from public universities located in states with government trifectas. The data reveal that masking, vaccination, and testing measures were significantly more restrictive among universities located in Democratic trifectas than in Republican trifectas. Additionally, universities in Democratic trifectas communicated more transparently, such that they were more likely to have a direct link to COVID-19 information on their homepages. The results indicate that universities in states where a single political party holds power implemented COVID-19 protocols that reflected the political -viewpoints on the health and economic responses to the pandemic. This finding offers important evidence that both governments and public universities based their public health decisions on political factors.

Securing lethal means for suicide: a focus group study exploring perceptions and barriers among practicing veterinarians.

Veterinarians are at higher risk for suicide than the general population, and 1 reason for this may be veterinarians' access to and knowledge of pentobarbital-a common suicide method in this population. One possible approach to reducing suicide risk is means safety. This study examined the acceptability and feasibility of means safety protocols in the veterinary workplace. 43 veterinarians from a mix of specialty areas aged 26 to 53 years, currently practicing in the United States, recruited via social media and listservs. Participants completed a 60- to 90-minute focus group with pre- and post-test surveys. Focus group content was qualitatively analyzed. Survey responses indicated that that 30% (n = 13) of veteriarians reported storing their pentobarbital unlocked at least part of the time. During focus group discussion, participants perceived work/life balance or being overwhelmed as the most common suicide risk factor in veterinarians, with normalizing mental health emerging as a primary way to improve mental health in veterinarians. Additionally, adding an extra lockbox for pentobarbital/firearms emerged as the most acceptable and feasible means safety method. Finally, at post-test, veterinarians increased in willingness to implement storage protocol changes (P = .02) and were more likely to endorse concern about a coworker's suicide risk than concern about their own suicide risk (P < .01) as a reason to change pentobarbital storage methods. Results from this study will inform public messaging campaigns and policy changes for pentobarbital storage and suicide prevention efforts in the veterinary workplace at the individual and organizational level.

Focus Groups Exploring U.S. Adults’ Knowledge, Attitudes, and Practices Related to Irradiation as a Food Safety Intervention, 2021

Food irradiation has been studied comprehensively and has been determined to be a safe and effective process for improving food safety. Despite this potential public health impact and current use in developed countries, the technology is not commonly used in the United States, with consumer acceptance often cited as a barrier. Given changes in consumer food-purchasing trends, advancements in irradiation technology, and an increase in multistate foodborne outbreaks, it is an opportune time to revisit consumer acceptance and factors that influence the purchase of irradiated food. We conducted seven focus groups to assess knowledge, attitudes, and practices regarding irradiation as a food safety intervention. Meetings were virtual, lasted 90 min, and were held March 15–18, 2021. Participants were stratified into three groups using quota sampling: adults aged 18–64 years, parents of children aged 0–4 years, and adults aged 65 years and older. Consistent with past research, consumers were unaware of what food irradiation is. Facilitators for purchasing irradiated foods included protection from foodborne illness, reduced risk from certain foods, and support from public health agencies. Barriers included lack of knowledge, safety concerns, price, packaging, and a distrust of food technology. The results from these focus groups can inform public messaging and foodborne illness prevention strategies.

Creating a New Dataset for the Classification of Cyber Bullying

Regardless of young or old, people have quickly stepped into the world of internet with today's communication technologies such as phones, tablets, computers and smart devices. As the place of the Internet in people's lives increases, social media platforms are diversifying and users want to take part in these platforms. With the increase in the number of social media users, some negativities are encountered. The most important problem encountered in social media platforms is cyber bullying. Although cyber bullying seems to be a daily dialogue between social media users or between groups, the situation of encountering is increasing day by day with the diversity of shared information, content and agenda social media environments. With the development of technology, it is necessary to develop a platform that detects bullying with artificial intelligence technologies. One of the biggest difficulties in text classification problems that we encounter during the development of these platforms is the need to train the artificial intelligence algorithm to be used with labeled data. In this study, 21 different people, including journalists, athletes, scientists, doctors, politicians, comedians, social media phenomena, and artists who actively use social media, were selected in order to create the necessary dataset for training the models to be developed to detect cyber bullying situations. The public messages (mentions) of these 21 people sent via Twitter were compiled. After filtering the repetitive and meaningless messages sent by bot accounts out of 10500 tweets compiled, the number of messages in the dataset decreased to 7706. The labeling process, which is necessary for the dataset to be used for training and testing purposes in classification processes, was carried out by three independent people who were given preliminary information about cyberbullying (1=Includes Cyber bullying, 0=Does not include Cyber bullying). The majority of the tags, which were read and assigned by 3 different people, were accepted as the final class of the relevant message. Afterwards, the dataset was preprocessed in accordance with the principles of natural language processing and made suitable for classification algorithms. The findings obtained after the classification processes performed with the basic classification algorithms are shared. When the findings are examined, it is understood that the data set created has the competence to be used in the detection and prevention of cyber bullying. In this context, it is predicted that training specially developed and optimized artificial intelligence algorithms with the relevant dataset for the detection of cyberbullying will greatly increase the success rate.

Performance Comparison of Relay-Based Covert Communications: DF, CF and AF.

In this paper, we investigate the performance of covert communications in different types of a relay system: decode-and-forward (DF), compress-and-forward (CF) and amplify-and-forward (AF). We consider a source node that attempts to send both public and covert messages to a destination node through a relay on which a covert message detector is embedded. By taking the minimum detection error probability (DEP) at the relay into account, we optimize the power distribution between the public and covert messages to achieve the maximum covert rate. We further make a delay-aware comparison among DF, CF and AF relay systems with the obtained closed-form covert rates and conduct an extensive examination on the asymptotic behaviors in different limits. Our analyses reveal that CF or AF tend to outperform DF for high source transmit power or low relay transmit power, while various system parameters such as the processing delay, minimum required quality of service for public messages and DEP threshold lead to different performance relationships among DF, CF and AF for high relay transmit power. Numerical results verify our investigation into the performance comparison in various channel models.

My Health My Language bridging the gap in public healthcare messaging

Abstract Issue Like many other European countries there has been a sharp increase in the number of migrants in Ireland recently. 13.9% of migrants in Ireland have poor or no English (Census 2016) and are not reached with mainstream public health messaging. Prior to the COVID-19 pandemic, most intercultural health resources were written rather than audio-visual. A clear need to reach out to these communities was identified. Project In 2021 the Health Service Executive (HSE) National Social Inclusion Office (NSIO) initiated a project with Translate Ireland (TI) to address the gap in intercultural health resources. Through consultation, priority health protection and health service areas were identified for inclusion in a suite of videos in main migrant languages. NSIO consulted with mychild.ie, National Immunisation Office, Irish College of GPs, Public Health, HSE Communications and the Sexual Health/Crisis Pregnancy Programme to ensure the scripts were aligned with HSE policy. TI identified health professionals living and working in Ireland, that were part of the migrant communities, to deliver key messages in the videos. TI worked with the presenters in wording the scripts to ensure cultural appropriateness. Results 11 primary care/maternal care videos were produced in 17 languages (187 videos), for healthcare professionals and people seeking health information. A dedicated webpage was created to ensure the videos were easily accessible and the project was named My Health My Language. The project was formally launched in June 2022 by the Minster of Health. We engaged with migrant communities, NGOs and government departments to share the multi-media video messages. By June 2023 there are 14,055 views of the videos. Lessons As smartphones are widely used by underserved groups, video messaging is very effective, for those with limited English or where English is not their first language. Short URLs on social media are very effective in providing access to videos. Key messages • My Health My Language is a health equity initiative, addressing health information needs of people who have limited English or where English is not their first language. • Culturally appropriate healthcare videos by peer healthcare professionals speaking in their own language have had significant reach, with over 14,000 views since launching in April 2022.

Establishment of a social listening mechanism on refugee crisis

Abstract Background The Russian invasion of Ukraine in February 2022 captured the public attention. For the Republic of Moldova, a border country that sheltered the highest number of refugees reported to its local population, managing the refugee crisis became a challenge, including countering mis- and disinformation with major impact on public health. The paper aims to identify the social listening mechanism that allows to track rumors regarding the refugees crisis and propose recommendations for adapting public messages. Methods The Social Listening soft Talkwalker was used to monitor and identify conversations on the refugee crisis in the Republic of Moldova between September 2022-March 2023, by developing a search syntax (with a health focus on services, vaccination, Covid-19, etc.). A second step was a qualitative analysis of the messages and comments, with recommendations. Results A total of 131,5K of results were detected with a 1.1 million Engagement. The performance remained constant, with sporadic peaks (3 most evident) and decreases on weekend days. The net sentiment is negative (-25,8 %), being dominated by anger, followed by fear and sadness. In general, prevail messages of support for the Ukrainian people, but there are also harsh criticisms of the authorities. One of the propagated ideas is that too little is being done for the local population and more support is being shown for refugees. Netizens tend to comment or share material for expressing their political views. Posts about the refugee crisis (creating better conditions in maternity hospitals or employing refugees), are less popular than those about the military conflict as a whole. Potential stigma issues have to be analyzed regarding displaced persons from Ukraine. Conclusions Undermining trust in the authorities is a good opportunity for disinformation, that's why the subject should be fact-checked. Enhancing communication of public authorities is essential. Key messages • Refugee crisis have a major impact on public health and social listening help managing it effectively. The mechanism developed (including the search syntax) can be adapted for other countries. • The research shows how monitoring conversations on social media regarding refugees can help authorities counter mis and disinformation and adapt their public messages.

5.O. Workshop: Best Practices against child obesity

Abstract European countries in the field of health promotion and prevention of non-communicable diseases, indicating best practices and specific risk factors from research results on child obesity that have already developed from previous research actions. The overall goal of the JA is to implement two best practices Grunau Moves established in Germany and Smart Family established in Finland in different MS. The implementation process will include the knowledge transfer between best practice owners (Smart Family and Grunau Moves) and partner organisations from the Member States through the implementation of actions, the cooperation and exchange of knowledge between member states, the organisation of meetings, and related technical support. Also important part of the project is to produce policy developments to foster public health investments at community level in each country member on Health Promotion, Disease Prevention and Management of Non-Communicable Diseases. Scope of the project will be to promote to participating member states healthy lifestyles in families with children to prevent childhood obesity, to increase physical activity and healthy diet in children,families and communities with a focus on social norms, recognition and self-esteem in deprived districts in member states. Also, to study the different prerequisites for member states to implement either Grunau Moves or Smart Family. Finally, to prepare the sustainability of these best practices and transfer to other member states based on the acquired knowledge and experience. The expected results focus on the identification of concrete challenges in the prevention of non-communicable diseases and policy solutions in the form of best practices and innovative solutions for collective action between the Member States and the Commission, to tackle the main public health challenges Key messages • To strengthen a cooperative approach in tackling childhood obesity. • To improve the planning and development of the policies to tackle childhood obesity.

Planning matters: a document analysis of 23 Portuguese national health programs

Abstract Background Health planning is crucial for effective public health interventions and optimal use of resources. Portugal has a long history of developing health plans and programs, with the General-Directorate of Health (GDH) publishing programs for communicable and noncommunicable diseases. Yet, these programs’ evaluation is rare, not only in terms of results but also in their design and content. This study aimed to analyze all available GDH programs to assess their structure and content. Methods We performed a document analysis of the 23 national health programs, analyzing the items well-established by the literature as fundamental to be present in these plans and programs. Each program was analyzed independently by two independent researchers, and discrepancies were resolved within the authors’ group. Besides assessing items as present or absent, comments were added. Results Programs largely varied: of the 23 programs, 17 were outdated, and four were dispersed among multiple documents. Sixteen complied with at least 75% of the predefined items, with priority programs having a higher compliance rate compared to non-priority ones (83% vs 33%). The definition of goals was the most commonly fulfilled criterion, present in 91.7% of the analyzed documents. Though, the time scope of the programs was updated only in 20.8% of the programs, accounting for the criterion least commonly met. Discussion/Conclusions Despite being published by the same institution, the programs analyzed were heterogeneous, and most were not updated. Establishing a standardized structure for the design of these health programs would ensure that fundamental items are present, accelerate the update of the programs, and facilitate communication and collaboration with partners and stakeholders in public health Key messages • This study analyzed 23 national health programs published by the Portuguese General-Directorate of Health (GDH) and found great heterogeneity in their structure and availability. • Establishing a common standardized structure for health planning is essential to ensure all fundamental aspects are taken into consideration and improve communication and stakeholders partnership.

Governing the underworld: how organized crime governs other criminals in Colombian cities

AbstractThis article explores how organized criminal organizations exercise criminal governance over other organized and non-organized criminals using public messaging, lethal and extra-lethal violence. Drawing on extensive fieldwork, over 350 press reports, and an original database on inter-criminal lethal violence, we show, in line with recent literature on organized crime, that while these organizations use violence to build their reputation as actors willing to use force, they also provide benefits to other criminals such as financing and protection from state and competitors. This article contributes to the literature on criminal governance by elaborating on the mechanisms shown in recent work and by detailing an unexplored case study in Barranquilla (Colombia).

The effect of narrative persuasion on interpersonal talk and attitude (the case of COVID-19)

PurposeThe importance of effective public messages has been widely recognized during the coronavirus disease 2019 (COVID-19) pandemic. In particular, the role of news items and interpersonal conversations for the acceptance of public health measures has been highlighted. The authors propose a conceptual model based on the existing literature on how to measure the degree of persuasion of news narratives in the context of the COVID-19 pandemic.Design/methodology/approachThe authors adopted a whole population approach, where the unit of analysis was the population of the media news about the COVID-19 pandemic. The authors selected a sample to develop and test their conceptual model. The sample size was n = 248. The questionnaire was distributed online using a non-probability convenience sampling plan. The authors used a pre-post pseudo-experimental design. Respondents answered questions about their attitude toward the COVID-19 pandemic. After watching a narrative news report on the same subject, they then answered questions designed to measure changes in their attitude. A structural equation model, the Sobel test and a paired samples t-test were used to test hypotheses.FindingsThe results showed that there is a significant relationship between narrative with transportation and empathy. There was also a positive and significant relationship between transportation and empathy with attitude and interpersonal talk. The relationship between transportation and self-referencing was also supported. Further, transportation and attitude mediated the relationships between narrative and interpersonal talk, self-referencing as well as empathy. A paired samples t-test revealed that attitudes were changed or reinforced before and after watching the narrative news report.Originality/valueThis paper contributes to the body of knowledge by identifying the outcomes of narrative persuasion during public health crises such as the COVID-19 pandemic.

Engaging social media audiences with riots: TV and newspapers’ coverage of the 2019 protests in Colombia and Chile

This research utilizes the theoretical framework of the protest paradigm to analyze how major TV channels and newspapers in Chile and Colombia covered—on their official X (Twitter) accounts—the massive 2019 protests. The paper collected data using the software Crimson Hexagon (CH), a social media analysis software that accesses all public messages posted on Twitter, and then conducted a manual content analysis to fully explore the adherence to the paradigm in digital environments, including audience interactions with media content. Results show that chosen media outlets take mainly the riot and confrontation frames to delegitimize protesters, partially influencing the reaction of audiences who engaged with those diminishing devices. A further analysis demonstrates how deeply intertwined the media are with the status quo and elites. In addition, legacy media, particularly TV, seem to fall into a systematic delegitimization of social protest. This research is valuable as it enhances the understanding of media portrayals of protests in Latin America given the new dynamics of news engagement on social media.

Changing conversations about family violence in regional Western Australia: A primary prevention communication case study

ObjectiveTo illuminate the enablers and challenges of implementing a communication strategy designed to support Community, Respect, Equality (CRE) and a family and domestic violence (FDV) primary prevention plan in a regional Western Australian town. MethodThis research draws on documentation and interviews with members of Leading Lights, an advocacy group arising from a collaboration of local organisations to communicate the goals and priorities of the CRE action plan. Interviews explored how primary prevention messages were promoted to foster supportive community attitudes toward addressing the drivers of FDV. ResultsThe initiative fostered a learning community that coordinated public messaging about the drivers of FDV for organisations pledged to the CRE values. The diffusion of messaging was affected over time by inconsistent staffing, discontinuities in resourcing and individual organisational commitment, and concerns about gender equality messaging. ConclusionThe communications strategy increased awareness of the drivers of FDV among the members of the Leading Lights. In turn, this group produced media content that made visible each organisation’s commitment to addressing the attitudes and behaviours that enable FDV. Implications for public healthCommunity collaborations need time, resourcing, and coordination to sustainably prompt changes in social norms that underpin violence.

Making Science Education More Accessible: A Case Study of TikTok's Utility as a Science Communication Tool.

Social media has revolutionized science communication, allowing for rapid dissemination of science-related content to the public. In recent years, video platforms like TikTok and Instagram have implemented recommendation algorithms that track users' interests andsuggest personalized videos. As a result, these apps have become powerful tools for public messaging, facilitating access to audiences that are naturally curious about science. In 2020 I began uploading educational science videos to TikTok which have collectively accumulated more than 48 million views and 8 million "likes." Here I present an analysis of video metrics collected from the TikTok app for a random sampling of 150 videos, searching for factors that predict the number of views a video receives and the level of viewer engagement. Videos with higher view counts were liked and shared at higher rates and sustained viewer attention for longer. Properties like hashtags, sounds, and effects did not significantly influence video views. Interestingly, videos summarizing research papers received the highest levels of engagement, potentially reflecting high demand from lay audiences who are traditionally unable to access scientific literature. Finally, I present survey data demonstrating that 84% of users report feeling more trustful of science & scientists after following this account. Although the generalizability of these findings is limited, the results offer insights into the factors that drive video performance on TikTok and how users engage with scientific content on social media. These findings may help science communicators more effectively reach wider audiences and promote science literacy in new and innovative ways.

Indonesian Government's Communication Messages on Covid-19 in the Perspective of Intermedia Agenda-Setting

The development of media towards digitalization has an impact on every field, including the public communication messages conveyed by the government, especially during the Covid-19 pandemic. It caused various responses from the public. The use of agenda-setting theory is considered quite adaptive in facing the changing times, and even in the digital era like today. This happened to the Indonesian leader who wrote a tweet about the New Normal in several fields as solutions facing the Covid-19 pandemic. Community responses related to Responses to Local Governments, Economic Issues, and Health Protocols were measured by big data analysis by using the IMM system for online media analysis and the ISA system for Twitter analysis. The results show that the intermedia agenda-setting or the transfer of issues from online media to Twitter happened on government public communication messages on the topic of New Normal and vice versa. However, discussions on Twitter about Local Governments led to discussions on online media and reports on Twitter about Economic Issues caused coverage on online media only. Those results had no responses from online media to Twitter. In addition, on the issue of Health Protocol, each agenda on online media and Twitter differed from one another. Keywords: Government messages, intermedia agenda-setting, online media, public communication, Twitter.

Differences in and associations between belief in just deserts and human rights restrictions over a 3-year period in five countries during the COVID-19 pandemic.

Discrimination, which arose during the coronavirus disease 2019 outbreak, is a global public health issue. This study aimed to provide fundamental knowledge in proposing control measures to mitigate discrimination. We focused on two psychological variables: belief in just deserts (BJD, i.e., the belief that the infected individual deserves to be infected), a psychological factor that potentially promotes discrimination and prejudice, and human rights restrictions (HRR; i.e., the degree of individuals' agreement with government restrictions on citizens' behavior during emergencies). Differences in these items, as well as their annual trends from 2020 to 2022, were examined in Japan, the United States (US), the United Kingdom (UK), Italy, and China. In addition, the associations between BJD and HRR by country and year and the direction of the associations between them in Japan and Italy were analyzed. Online surveys were conducted annually, with 392-518 participants per country and year. The BJD was higher in Japan and lower in the UK. BJD increased significantly from 2020 to 2021 in all countries, except in China. Meanwhile, HRR was higher in China and lower in Japan. The HRR decreased from 2020 to 2021 in Japan and decreased from 2020 to 2022 in the US, the UK, and Italy. There were significant positive associations between BJD and HRR in Japan and Italy. Cross-lagged panel models revealed positive bidirectional associations between BJD and HRR in Japan and Italy, respectively, indicating that the HRR declined among those with weak BJD and that the BJD increased among those with high HRR. In Japan and Italy, the dissemination of public messages targeting those with a high HRR in the early stages of an infectious disease outbreak could potentially mitigate the adverse impact of the BJD, eventually reducing discrimination, especially when the infection is not attributed to the fault of the infected individuals.

Examining Public Messaging on Influenza Vaccine over Social Media: Unsupervised Deep Learning of 235,261 Twitter Posts from 2017 to 2023.

Although influenza vaccines are safe and efficacious, vaccination rates have remained low globally. Today, with the advent of new media, many individuals turn to social media for personal health questions and information. However, misinformation may be rife, and health communications may be suboptimal. This study, therefore, aimed to investigate the public messaging related to influenza vaccines by organizations over Twitter, which may have a far-reaching influence. The theoretical framework of the COM-B (capacity, opportunity, and motivation component of behavior) model was used to interpret the findings to aid the design of messaging strategies. Employing search terms such as "flu jab", "flu vaccine", "influenza vaccine", and '" influenza jab", tweets posted in English and by organizations from 1 January 2017 to 1 March 2023 were extracted and analyzed. Using topic modeling, a total of 235,261 tweets by organizations over Twitter were grouped into four main topics: publicizing campaigns to encourage influenza vaccination, public education on the safety of influenza vaccine during pregnancy, public education on the appropriate age to receive influenza vaccine, and public education on the importance of influenza vaccine during pregnancy. Although there were no glaring pieces of misinformation or misconceptions, the current public messaging covered a rather limited scope. Further information could be provided about influenza and the benefits of vaccination (capability), promoting community, pharmacist-led influenza vaccination, and other avenues (opportunity), and providing greater incentivization and support for vaccination (motivation).