Promoting precautionary behavior during the COVID-19 pandemic: Development and validation of a behavior-change messaging campaign.

BACKGROUND: Designing a health promotion campaign is never an easy task, especially during a pandemic of a highly infectious disease such as COVID-19. In Saudi Arabia, many attempts have been made to raise public awareness about COVID-19 infection and precautionary health measures. However, most of the health information delivered through the national dashboard and the COVID-19 awareness campaigns are generic and do not necessarily make the impact needed to be seen on individuals' behavior. Health messages need to be applicable and reverent to the individual in the audience. OBJECTIVE: In light of Fogg-Behavior model, this research aims to build and validate a behavior-change-based messaging campaign to promote precautionary health behavior in individuals during the COVID-19 pandemic. Intervention messages can then be targeted appropriately during the pandemic. METHODS: An initial library of 32 text-based and video-based messages were developed and validated based on Fogg behavior model for behavior change. Based on this model, three groups of messages were created to reflect the model's three theoretical concepts of motivation, ability and triggers. Each group of messages is designed to target different segment of the audience. The content of the messages was developed based on resources from the World Health Organization and the Ministry of Health in Saudi Arabia. The validity of this content was evaluated by domain experts through the content validity index. RESULTS: Fogg-Behavior Model was used to segment the audience into three different groups based on their perceived ability and motivation. The three groups of messages designed for those groups were found relevant to Fogg theoretical concepts. Thirteen professional health care workers (n = 13) evaluated the content of the message libraries in Arabic and English. Thirty-two messages were found to have acceptable content validity (I-CVI = 0.87). CONCLUSIONS: This research introduced Fogg Behavior Model as a behavior change model to develop targeted messages for three groups of the audience based on their motivation and ability level toward maintaining precautionary behavior during the pandemic. This targeted awareness messaging campaign can be utilized by health authorities to raise individuals' awareness about the precautionary measures that should be taken, maintain these measures and hence help in reducing the number of positive cases in the city of Jeddah.

Knowledge and Precautionary Behavioral Practice Toward COVID-19 Among Health Professionals Working in Public University Hospitals in Ethiopia: A Web-Based Survey.

BACKGROUND: The novel coronavirus disease, COVID-19, causes massive death, threatens the life and health of the world population. Thousands of health professionals were died and tested positive. OBJECTIVE: This study was designed to determine knowledge and precautionary behavior practice for coronavirus disease-19 among health professionals working in public university hospitals in Ethiopia. METHODS: A web-based online survey was conducted on health professionals working in Ethiopian public university hospitals. A survey questionnaire consisted of socio-demographic, coronavirus disease knowledge questions and precautionary behavioral practice. The survey questions were designed using Google form. All health professionals working (academic and clinical staff) in university hospitals were invited to participate in the online survey carried out from May 1 to 14, 2020. The data were analyzed using the Statistical Package for Social Sciences version 24.0. Descriptive statistics were computed, and tables and figures were used to present the results. Linear regression analysis was used to identify knowledge-related factors independently associated with precautionary behavior practice. RESULTS: A total of 273 health professionals participated in this study. The mean (± SD) age of participants was 31.03 ± 5.11. Two-third (61.5%) and one-fourth (26%) of participants attended second degree and medical doctors, respectively. More than one-fourth of the study participants (27.5%) reported social media as the source of information. In this study, we found a significant gap between the level of knowledge and practical implementation of the recommended precautionary measures, especially for wearing masks and gloves. The final multiple linear regression analysis indicated a positive association between knowledge of the source of infection, incubation period, and mode of disease transmission with recommended behavioral practice. CONCLUSION AND RECOMMENDATION: There was a significant gap in the implementation of the behavioral practice, especially for wearing masks and gloves. Therefore, there is a need to motivate and monitor health professionals' adherence to recommended precautionary measures.