Neuroscientific techniques applied to audiovisual stimuli: cognitive-emotional analysis of Heineken advertisements during COVID-19

Using neuroscience techniques applied to the analysis of audiovisual content, four Heineken brand advertisements produced during the COVID-19 pandemic are studied. The main objective is to detect what cognitive and emotional responses the different stimuli elicit in thirty subjects and to assess whether the narrative construction of the advertisements works in conveying their advertising messages through images and sounds. For this purpose, after a preliminary textual analysis, tools are used to record facial micro-expressions and eye tracking, and the research is completed with a recall test. The results indicate the predominance of the emotions of joy and surprise, as well as the presence of other emotions (disgust, contempt, sadness) at specific moments. In turn, it was found that the types of images that most capture the viewer's attention are those that include eye-catching, exciting, descriptive actions of the pandemic (mask, social distance greeting, etc.) or which include written text on the screen. Likewise, it is observed that the Heineken product in its various forms (bottle, tap, logo, etc.) is only prominently perceived in the frame if there is a dramatic action to accompany or underline it. In contrast, the human figure (the eyes, above all) is the visual component on which the subjects' gaze is predominantly focused. Finally, the results of the recall test coincide with the rest of the analyses with respect to the intensity of the emotions produced by the stimuli.

IMPLEMENTING VIRTUAL CARE PLANNING WITH RESIDENT/FAMILY: A CANADIAN COVID LONG-TERM CARE EXPERIENCE

Background COVID-19 imposed extreme constraints on Canadian long-term care (LTC) homes, leading to intense isolation for residents, restricted family visits, and staff shortages. Consequently, these challenges negatively impacted the mental and physical health of residents, family, and interdisciplinary workforce in LTC homes. Objectives 1. To describe how two LTC homes addressed promising practices - Presence of family, People in the workforce, and Future COVID-19 and non-COVID-19 care with implementation science. 2. To understand the enablers, barriers and outcomes to the implementation of an innovative re-engineered intervention - P.I.E.C.E.S.™ (PIECES), designed to include families virtually for team-based resident care planning, and empower Registered Practical Nurses (RPNs) to build resilience and wellbeing. Methods An interdisciplinary team (residents and family, nurses, and academic researchers), guided by the Consolidated Framework for Implementation Research, employed a mixedmethod design to investigate implementation processes, determinants, and outcomes. Interviews with residents/families and staff focus groups provided insight into enablers and challenges. Pre- and post-intervention results of the Connor Davidson Resilience Scale, Resilience at Work, and Assessment of Interprofessional Team Collaboration Scale informed understandings of personal, professional and organizational resilience outcomes. Results Findings highlighted how implementation of virtual PIECES helped sustain enhanced person-centered care through more comprehensive, collaborative, efficient and effective teams, leading to better outcomes for residents. Moreover, results suggested improved resilience, wellbeing, and communication between LTC home staff and family. New learnings improved preparedness for future outbreaks. Providing a plan for adapting, embedding, and sustaining the intervention based on implementation science will accelerate the spread of highquality actionable research evidence. Conclusions This is the first study to explore implementation processes of a virtually delivered PIECES intervention with meaningful engagement of multiple stakeholders (residents, family, RPNs). Findings provide evidence supporting important healthcare improvements, future spread of virtual interventions, and practice and policy changes for the LTC home sector.

The impact of COVID-19 pandemic on breastfeeding and birth care. The importance of recovering good practices

The SARS-CoV-2 pandemic has had a major impact on birth care and lactation. The lack of knowledge regarding the transmission mechanisms and the potential risks for the mother and the newborn, even when the vertical transmission of the virus has not been demonstrated, has led to the abandonment of practices such as skin-to-skin and the early initiation of breastfeeding (BF), which offer great benefits for maternal and child health. Taking into account the available scientific evidence and the protective effect of BF, the World Health Organization (WHO), and other organisms recommend, in cases of suspected or confirmed SARS-CoV-2 infection of the mother, maintaining mother-child contact and BF, adopting preventive measure procedures to minimize the risk of contagion. These measures include hand hygiene, before and after contact with the newborn and the use of a mask. If a temporary separation of mother and child is required, it is recommended to feed the newborn with expressed breast milk. The presence of IgA antibodies against SARSCoV- 2 has been confirmed in the milk of infected women, so BF could reduce the clinical impact of the disease in the infant, if it becomes infected.