"Sounds like a Cheesy Radio Ad": Using User Perspectives for Enhancing Digital COVID Vaccine Communication Strategies for Public Health Agencies
2022 zh Conference on Human Factors in Computing Systems, zh EA 2022
; 2022.
Article
in English
| Scopus | ID: covidwho-1846568
ABSTRACT
The World Health Organization (WHO) and other public health agencies have identified vaccine hesitancy as a critical challenge in reducing future cases and deaths from COVID-19. The current study has investigated ways to improve a widely circulated vaccine infographic video by Centers for Disease Control and Prevention. After gathering qualitative feedback on properties of the message that could be improved (from online crowdworkers), we conducted a randomized experiment to investigate different combinations of these attributes. Our results suggest participants were more likely to share the video which was (1) played more slowly;(2) had a female speaker;(3) did not have background music. The study demonstrates potential of user studies for improving existing communication strategies for encouraging vaccinations and alleviating vaccine hesitancy on social media platforms. Our contribution also includes a repository of messages to encourage vaccination, generated by online crowdworkers, which could be utilized by future studies. © 2022 ACM.
digital communication; public health; social media; vaccine hesitancy; Digital radio; Disease control; Health risks; Social networking (online); 'current; Communication strategy; Critical challenges; Digital communications; IMPROVE-A; Public-health agencies; Users perspective; World Health Organization; Vaccines
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Topics:
Vaccines
Language:
English
Journal:
2022 zh Conference on Human Factors in Computing Systems, zh EA 2022
Year:
2022
Document Type:
Article
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