A multimodal discourse study of selected COVID-19 online public health campaign texts in Nigeria.

This paper discusses web-based public health discursive practices during the Coronavirus (COVID-19) pandemic in Nigeria. It utilises a multimodal discourse approach to explore how a combination of textual and visual resources was deployed to communicate informative and educative public health safety campaigns during the period. Essentially, this study discusses multimodal resources as a rhetorical technique for creating a public discursive engagement space designed to educate the public and mitigate the effect of the pandemic. The dataset was collected during and after the lockdown in 2020 (March-September) through media monitoring and manual downloading of relevant online COVID-19 posts, messages and public health advisories largely from WhatsApp platforms and the portals of some Nigerian national newspapers. Using insights from relevant approaches in discourse analysis (e.g. Multimodal Discourse and Critical Discourse Analysis), we adopted a qualitative content analysis approach to analyse on how online posts as multimodal resources amplify the role of social media affordances in producing and promoting public safety messages helped to control the spread and mitigate the effects of the pandemic. The study also shows that discursive and multimodal resources were deliberately deployed to increase the effectiveness of the technology-driven public health campaign. To a large extent, multimodal resources were found to complement lexico-semantic properties of online communication, where social media messages are created, crafted and reconstructed within a uniquely Nigerian public discourse context. The study further illustrates the increasing importance of web-based platforms as discursive sites for enacting and negotiating meanings during event-driven social activities and public engagement in the Global South.

Engaging the public: English local government organisations' social media communications during the COVID-19 pandemic.

Communication has played a critical role during the initial response to the COVID-19 pandemic, and communicators have had a particularly difficult task in persuading different types of audience to comply with ever-changing regulations. Local government organisations play a crucial role in recontextualising the national messaging for a local audience and encouraging the public to comply with regulations. This paper investigates local government organisations' (henceforth LGOs) engagement strategies in COVID-related posts on social media. In collaboration with LGOs in England, we examined their communication strategies on Twitter and Facebook during the second UK national lockdown of the COVID-19 pandemic in November-December 2020. Using methods from corpus-assisted discourse studies, the paper analyses the occurrence and functions of selected interactive engagement markers, in this case personal pronouns, questions and hashtags. We find that such linguistic features function to encourage engagement by (a) helping to foster relatedness through ambiguity; (b) creating autonomy-supporting communication; and (c) making messages 'stand out'. Based on our corpus analysis, we discuss the initial response of the participating councils to our findings and outline future directions including the integration of multimodal approaches to studying the role of localised social media in national crisis management. We argue for more attention to be paid to the many local communicators who play an invaluable role in encouraging the public to comply with national measures in times of crisis.

Unveiling the Spectrum of Ophthalmic Manifestations in Nutritional Deficiencies: A Comprehensive Review.

This comprehensive review explores the intricate relationship between nutrition and ocular health, focusing on the crucial roles of essential nutrients like Vitamin A, Vitamin B1 (thiamine), Vitamin B12, Vitamin C, Vitamin D, Vitamin E, Zinc, and Folate (Vitamin B9) in maintaining eye well-being. Nutrient deficiencies have significant consequences, leading to various eye-related issues, from night blindness to age-related conditions such as cataracts and macular degeneration. It is imperative to address these deficiencies, emphasizing the importance of a well-rounded diet with the necessary nutrients. When necessary, supplementation and regular eye examinations are vital components for effectively monitoring ocular health. Public health campaigns and educational initiatives also play a key role in raising awareness about the profound impact of nutrition on eye health. Future research should explore personalized nutrition plans, nutrigenomics, longitudinal studies, and targeted nutritional interventions. Such investigations will not only enhance our understanding of this crucial connection but also have the potential to reduce the global burden of eye diseases.

Examining the Twitter Discourse on Dementia During Alzheimer's Awareness Month in Canada: Infodemiology Study.

BACKGROUND: Twitter has become a primary platform for public health campaigns, ranging from mental health awareness week to diabetes awareness month. However, there is a paucity of knowledge about how Twitter is being used during health campaigns, especially for Alzheimer's Awareness Month. OBJECTIVE: The purpose of our study was to examine dementia discourse during Canada's Alzheimer's Awareness Month in January to inform future awareness campaigns. METHODS: We collected 1289 relevant tweets using the Twint application in Python from January 1 to January 31, 2022. Thematic analysis was used to analyze the data. RESULTS: Guided by our analysis, 4 primary themes were identified: dementia education and advocacy, fundraising and promotion, experiences of dementia, and opportunities for future actions. CONCLUSIONS: Although our study identified many educational, promotional, and fundraising tweets to support dementia awareness, we also found numerous tweets with cursory messaging (ie, simply referencing January as Alzheimer's Awareness Month in Canada). While these tweets promoted general awareness, they also highlight an opportunity for targeted educational content to counter stigmatizing messages and misinformation about dementia. In addition, awareness strategies partnering with diverse stakeholders (such as celebrities, social media influencers, and people living with dementia and their care partners) may play a pivotal role in fostering dementia dialogue and education. Further research is needed to develop, implement, and evaluate dementia awareness strategies on Twitter. Increased knowledge, partnerships, and research are essential to enhancing dementia awareness during Canada's Alzheimer's Awareness Month and beyond.

Swap Up Your Meal: A Mass Media Nutrition Education Campaign for Oklahoma Teens.

To address a statewide need for obesity prevention, the Oklahoma Tobacco Settlement Endowment Trust launched Swap Up in 2021, a mass media nutrition education effort for teens, ages 13-18. Swap Up utilizes the SAVI messaging approach, an audience-centric message development framework that recognizes barriers to healthy living and offers realistic solutions. Five months into the campaign, an online survey was conducted (n = 200) to assess short-term program goals related to campaign delivery, engagement, and relevance. A secondary, long-term goal related to documenting and understanding self-reported changes in past month nutrition-related behaviors was also explored. A majority of participants (72%) reported aided awareness of the campaign brand logo/advertisements, and awareness (83%) of at least one main message. Nearly half (44%) of the participants reported at least one engagement with digital media. Main message recognition, perceived relevance, and self-reported nutritional behaviors were consistently highest among those reporting both campaign awareness and digital engagement. Ultimately, Swap Up reached and delivered nutrition education messages to Oklahoma teens within the first year of launch, as intended, and was associated with self-reported changes in recent behavior. This study provides evidence that SAVI offers a promising approach for nutrition education, and underscores why digital and social media engagement strategies are critical for mass media teen behavior change campaigns. Campaign implementation and evaluation are ongoing.

Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake.

BACKGROUND: The lack of trust in vaccines is a major contributor to vaccine hesitancy. To overcome vaccine hesitancy for the COVID-19 vaccine, the Australian government launched multiple public health campaigns to encourage vaccine uptake. This sentiment analysis examines the effect of public health campaigns and COVID-19-related events on sentiment and vaccine uptake. OBJECTIVE: This study aims to examine the relationship between sentiment and COVID-19 vaccine uptake and government actions that impacted public sentiment about the vaccine. METHODS: Using machine learning methods, we collected 137,523 publicly available English language tweets published in Australia between February and October 2021 that contained COVID-19 vaccine-related keywords. Machine learning methods were used to extract topics and sentiments relating to COVID-19 vaccination. The relationship between public vaccination sentiment on Twitter and vaccine uptake was examined. RESULTS: The majority of collected tweets expressed negative (n=91,052, 66%) rather than positive (n=21,686, 16%) or neutral (n=24,785, 18%) sentiments. Topics discussed within the study time frame included the role of the government in the vaccination rollout, availability and accessibility of the vaccine, and vaccine efficacy. There was a significant positive correlation between negative sentiment and the number of vaccine doses administered daily (r267=.15, P<.05), with positive sentiment showing the inverse effect. Public health campaigns, lockdowns, and antivaccination protests were associated with increased negative sentiment, while vaccination mandates had no significant effect on sentiment. CONCLUSIONS: The study findings demonstrate that negative sentiment was more prevalent on Twitter during the Australian vaccination rollout but vaccine uptake remained high. Australians expressed anger at the slow rollout and limited availability of the vaccine during the study period. Public health campaigns, lockdowns, and antivaccination rallies increased negative sentiment. In contrast, news of increased vaccine availability for the public and government acquisition of more doses were key government actions that reduced negative sentiment. These findings can be used to inform government communication planning.

Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change.

Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns.

Emotive Media as a Counterbalance to AIDS Messaging Fatigue in South Africa: Responses to an HIV/AIDS Awareness Music Video.

South Africa recorded and estimated 230,000 new infections in 2020, and low levels of AIDS risk awareness remain prevalent among the nation's youth. While public health awareness initiatives continue to be necessary, the large quantity of AIDS-related content that has permeated the media landscape since the start of the epidemic has resulted in increasing indifference to health messaging. Drawing from the concept of referent emotional responses, this article analyzes the reception of "Sing," an HIV/AIDS awareness music video characterized by emotive visual representations of AIDS. The data highlight ongoing fatigue towards HIV/AIDS messaging and the potential of highly emotive media to engage target audiences in a climate of indifference to AIDS awareness. The article recommends that future awareness and prevention campaigns consider the role of emotive content in effective AIDS-related health promotion in South Africa.

Qualidade da comunicação promotora da saúde: como avaliar? Proposta de instrumento de avaliação de campanhas de prevenção de infecções sexualmente transmissíveis (ISTs) / Evaluating the effectiveness of health communication: a proposed tool for evaluating sexually transmitted infections (STI) prevention campaigns / Calidad de la comunicación promotora de la salud: ¿cómo evaluarla? Propuesta de instrumento de evaluación de campañas de prevención de infecciones de transmision sexual (ITSs)

O que pode ser considerado comunicação de qualidade para a promoção da saúde e da prevenção de ISTs entre jovens? Este artigo apresenta uma proposta de metodologia de pesquisa para avaliar a qualidade de peças produzidas no contexto de campanhas de comunicação pública, tais como vídeos, cartazes, folhetos, mídias sonoras e impressas, postagens em redes sociais on-line etc. Os indicadores utilizados para determinar parâmetros de qualidade foram extraídos da literatura especializada e sistematizados em um roteiro de avaliação, com sete blocos temáticos articulados em torno de proposições normativas. Neste artigo, caracterizamos tal roteiro, sua fundamentação e sua forma de aplicação, que buscam responder ao desafio de determinar o que é qualidade em teoria e prática na comunicação promotora da saúde. Trata-se de um instrumento objetivo sobre corpora extensos que pode ser aplicado por pesquisadores individuais ou equipes.(AU)

What constitutes effective communication for health promotion and the prevention of STI among young people? This article proposes a methodology for evaluating the effectiveness of public publicity campaign pieces, such as videos, posters, leaflets, audio and print media, and social media posts. The indicators used to determine effectiveness were taken from the specialist literature and systematized in the form of an evaluation guide consisting of seven thematic blocks structured around normative propositions. This article describes the guide, the rationale behind it, and its application as a health communication tool for determining effectiveness in theory and practice. The guide provides an objective tool that can be applied by individual researchers or teams to a broad range of corpora.(AU)

¿Qué es lo que puede considerarse comunicación de calidad para la promoción de la salud y de la prevención de ITSs entre jóvenes? Este artículo presenta una propuesta de metodología de investigación para evaluar la cantidad de piezas producidas en el contexto de campañas de comunicación pública, tales como videos, carteles, folletos, medios sonoros e impresos, posteos en redes sociales online etc. Los indicadores utilizados para determinar parámetros de calidad se extrajeron de la literatura especializada y se sistematizaron en un guion de evaluación, con siete bloques temáticos articulados alrededor de propuestas normativas. En este artículo, caracterizamos ese guion, su fundamentación y forma de aplicación, que buscan responder al desafío en la comunicación promotora de la salud, de determinar lo que es calidad en teoría y práctica. Se trata de un instrumento objetivo y que pueden aplicarlo investigadores individuales o equipos sobre corpus extensos.(AU)

Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media.

Although established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device use has increased, so have individual digital footprints, creating potential opportunities for targeted digital health interventions. We propose a novel precision public health campaign framework to structure and standardize the process of designing and delivering tailored health messages to target particular population segments using social media-targeted advertising tools. Our framework consists of five stages: defining a campaign goal, priority audience, and evaluation metrics; splitting the target audience into smaller segments; tailoring the message for each segment and conducting a pilot test; running the health campaign formally; and evaluating the performance of the campaigns. We have demonstrated how the framework works through 2 case studies. The precision public health campaign framework has the potential to support higher population uptake and engagement rates by encouraging a more standardized, concise, efficient, and targeted approach to public health campaign development.

Using Google Trends to assess the impact of Global Public Health Days on online health information-seeking behaviour in Arabian Peninsula.

BACKGROUND: Global Public Health Days (GPHD) are public health interventions which serve to improve public awareness of specific health conditions. Google Trends is a publicly available tool that allows the user to view the popularity of a searched keyword during a specified time period and across a predetermined region. Our objective was to use Google Trends to assess the impact of four GPHD (World Heart Day, World Mental Health Day, World Diabetes Day and World Hypertension Day) on online health information-seeking behaviour (OHISB), 4 weeks before and a week after the GPHD, across six countries of the Arabian Peninsula (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates). METHODS: Relative Search Volume (RSV) was extracted for the aforementioned countries from 28 days before the GPHD and 7 days afterwards. Statistical analysis, undertaken using joinpoint regression software, showed that GPHD have significant changes for Saudi Arabia (Diabetes, Mental Health and Heart day) and UAE (Mental Health day) but were short-lived with a fall in RSV of up to 80% after peak interest. CONCLUSION: GPHD appears to be effective in some countries while further research is needed to investigate the reason of its limitations.

Zika virus public health crisis and the perpetuation of gender inequality in Brazil.

BACKGROUND: In 2015-2017, the Americas experienced a highly consequential epidemics for pregnancy and childbearing. Mainly transmitted by the mosquito Aedes aegypti, but also through sexual intercourse, the Zika virus poses the risk of congenital Zika syndrome to fetus, which includes microcephaly and other child development complications. When a public health crisis taps directly into reproductive health, typically a feminine realm, responses to the emergency may exacerbate deeply-rooted gender norms. This paper investigates the role of gender in two relational contexts: (a) the government-led response to the pandemic in terms of communication campaigns aimed at preventing Zika infections; and (b) an individual level of response to the emergency, concerning women's negotiation with their sexual partners with regard to the prevention of Zika as well as pregnancies. METHODS: We conducted content analysis of 94 unique pieces from public health communication campaigns produced by governmental agencies with the goal of promoting Zika awareness. Print and online materials were collected from May 2016 to August 2017, and included TV ads, Internet Pop-ups, and pamphlets. We also analyzed transcripts from 16 focus groups conducted with reproductive-aged women (18-40) in Belo Horizonte and Recife, two large cities differently affected by the Zika outbreak. Women answered open-ended questions connected to the epidemic, in areas such as personal knowledge and experiences with the Zika virus, experiences of their friends and acquaintances, their primary information sources, their perceptions of public health efforts toward containing the outbreak, as well as women's contraceptive use. RESULTS: Campaign pieces handling pregnancy and microcephaly were largely gendered. Pieces targeted women, placing on their shoulders the responsibility for protecting a potential fetus from the disease. Importantly, campaigns neglected addressing male's participation on Zika prevention and contraceptive management, while failing to take into account Brazil's large proportion of unplanned pregnancies. Women were placed in a double bind by being expected to prevent both pregnancy and Zika, in a context where gendered power imbalances often translate in women having little power/means for condom negotiation/avoiding unprotected sexual intercourse. CONCLUSION: Government and individual responses to the epidemics reinforced gender roles, situating pregnant women as responsible for averting mosquito bites and microcephaly. Further, prevention campaigns largely excluded men. Since low-socioeconomic status women possessed fewer resources to preclude infection, we also found that beyond the gender divide, this subgroup faced more pronounced Zika prevention challenges as they found it harder to negotiate condom use with their sexual partners and often could not access other types of contraceptives resulting in unplanned pregnancies.

The Use of Helplines and Telehealth Support in Aotearoa/New Zealand During COVID-19 Pandemic Control Measures: A Mixed-Methods Study.

BACKGROUND: Early evidence suggests that the COVID-19 pandemic and associated interventions have affected mental well-being and associated health service use. AIMS: the aim of this study was to examine the effect of the COVID-19 pandemic and associated public health measures on helpline and telehealth service demand. METHODS: the study utilized a mixed methods research design. Segmented regression analyses were used first to identify changes in patterns of demand for Aotearoa/New Zealand national helplines (n = 11) from January 2020 until the end of March 2021. Thematic analysis of 23 in-depth interviews was used next to explore the reasons behind the quantitative findings from the perspective of various organizational stakeholders. RESULTS: the data from 1,244,293 Aotearoa/New Zealand national helplines' contacts between January 2020 and March 2021 showed a non-significant (1.4%) upward trend for the full range of observations. Throughout this period, a peak and trough pattern was observed. Significant demand increases were observed in anticipation of containment measures (12.4% increase from January to March 2020) and significant demand decreases coincided with relaxation of restrictions (6.9% decrease from April to June 2020). There were spikes in demand during public health interventions (i.e., mental health promotion, introduction of new helpline services) and regional lockdowns, but these did not result in significant changes in trends. In general, the demand for helplines stabilized at a new higher level. Most of the contacts occurred by telephone calls. Contacts by other methods (webchat, text, email) have shown higher uptake during the periods of lockdowns. Quantitative-qualitative data triangulation showed that youth and populations who were disproportionally negatively affected by unstable economic conditions and underemployment made more frequent contacts. Providers emphasized that increased demand could be viewed positively as a successful outcome of public health messaging; however, greater capacity is needed to better serve higher demand. CONCLUSIONS: COVID-19, related interventions, and measures of control were associated with an increase in contacts to helplines. However, the extent of the demand increases was lower than observed internationally. Moreover, in Aotearoa/New Zealand the reasons for increases in demand were often beyond the COVID-19 pandemic and measures of control.

COVID-19 knowledge, beliefs, prevention behaviours and misinformation in the context of an adapted seasonal malaria chemoprevention campaign in six northern Nigerian States.

BACKGROUND: Seasonal malaria chemoprevention (SMC) using sulfadoxine-pyrimethamine and amodiaquine is an efficacious intervention for protection of children against Plasmodium falciparum malaria during the rainy season. In response to the global COVID-19 pandemic, Malaria Consortium adapted its SMC delivery model to ensure safety of distributors, data collectors and beneficiaries. We conducted a SMC monitoring survey in July 2020 in the states of Bauchi, Jigawa, Kano, Katsina, Sokoto and Yobe, with questions on COVID-19 prevention behaviours and symptoms, and belief in misinformation. We investigated the associations between receipt of information on COVID-19 by different sources, including from SMC distributors, and these three outcomes using logistic generalised estimating equations. We also considered moderation of effectiveness of message delivery by SMC distributors and adherence to use of face coverings. RESULTS: We obtained a representative sample of 40,157 caregivers of eligible children aged 3-59 months, of which 36,914 (91.92%) reported knowledge of COVID-19. The weighted proportions of respondents who correctly identified COVID-19 prevention behaviours and symptoms, and who reported belief in COVID-19 misinformation, were 80.52% (95% confidence interval [95% CI] 80.02-81.00), 81.72% (95% CI 81.23-82.20) and 22.90% (95% CI 22.24-23.57). Receipt of information on COVID-19 from SMC distributors during the campaign was significantly associated with higher odds of caregiver knowledge of COVID-19 prevention behaviours (odds ratio [OR] 1.78, 95% CI 1.64-1.94, p < 0.001) and symptoms (OR 1.74, 95% CI 1.59-1.90, p < 0.001) and lower odds of belief in COVID-19 misinformation (OR 0.92, 95% CI 0.85-1.00, p = 0.038). The associations between message delivery by SMC distributors and the three outcomes were moderated by their adherence to face covering use. Receipt of information by other sources used to deliver government public health messages, including radio and health facility workers, was also associated with knowledge of COVID-19. CONCLUSIONS: Malaria Consortium's SMC programme was successfully adapted in the context of COVID-19 and was a conduit for high-quality public health messages. Standard SMC monitoring and evaluation activities can be adapted to gather evidence on emerging public health issues such as the global COVID-19 pandemic.

Does socioeconomic position affect knowledge of the risk factors and warning signs of stroke in the WHO European region? A systematic literature review.

BACKGROUND: Strokes are one of the leading causes of death worldwide. People with a lower socioeconomic position (SEP) (i.e. with regards to education, income and occupation) are at a higher risk of having a stroke and have worse clinical outcomes compared to the general population. Good knowledge levels about stroke risk factors and warning signs are key to prolonging life and reducing health issues caused by stroke. This systematic review examined differences in knowledge of stroke risk factors and warning signs with regards to SEP in the WHO European region. METHODS: MEDLINE, Embase, Web of Science, PsycINFO and CINAHL were systematically searched using appropriate Medical Subject Headings (MeSH) terms and free text, combining search terms with Boolean operators. Two independent reviewers selected studies in two stages (title and abstract, and full-text), and screened reference lists of included studies. Only studies in English and based in the WHO European region were included. RESULTS: Screening identified 2118 records. In the final review, 20 articles were included, with 67,309 study participants between them. Out of 17 studies that looked at stroke risk factors, 11 found increasing knowledge to be associated with higher SEP, four found no difference by SEP, one showed a mixed pattern and one outlier study found increasing knowledge of risk factors to be associated with a lower SEP. Out of 19 studies that looked at stroke warning signs or symptoms, 15 found there to be better knowledge of warning signs with a higher SEP, three found there to be no difference, and the same outlier study found increasing knowledge of warning signs with a lower SEP. Studies that seemed to have a higher quality rating found increasing knowledge of stroke with a higher SEP. A meta-analysis was not possible due to heterogeneity of studies. CONCLUSIONS: In the WHO European region, better knowledge of stroke risk factors and warning signs is associated with a higher SEP. Public health campaigns and educational interventions aiming to increase stroke knowledge should be targeted at people with a lower SEP.

[Health education through digital audio-visual media: strategies of the German Federal Centre for Health Education (BZgA)]. / Gesundheitsaufklärung über digitale audiovisuelle Medien: Strategien der Bundeszentrale für gesundheitliche Aufklärung (BZgA).

Digitalization has revolutionized the conditions and framework of media communication, including health education and promotion. The production and consumption of audio-visual formats is constantly increasing. In this contribution, the importance of digital audio-visual elements within public health interventions via the Internet is emphasized. With recent examples from the audio-visual practice of the Federal Centre for Health Education (BZgA, Cologne) a spectrum of health education video formats on the Internet is presented, together with related objectives and message strategies. In future, further research on reception processes and outcomes should be performed as well as on whether moving image formats on the Internet can contribute to better contact with socially disadvantaged target groups.

Shifting medical guidelines: Compliance and spillover effects for revised antibiotic recommendations.

RATIONALE: Experts have recently argued that guidelines to take the full course of antibiotics are due for revision, instead recommending that patients stop when they feel better. It is unknown how communicating revised guidelines from medical experts about how long to take a course of antibiotics will affect beliefs, behavior, and trust in guidelines more generally. OBJECTIVE: This study seeks to understand how revisions to long standing advice impacts the beliefs, behavior, and trust toward such guidelines from medical experts. METHOD: In a pre-registered experiment, we use a national sample of UK participants (N = 1,263) to test the effects of a message that reverses the prior full-course guideline (versus a status quo message to take the full course). We also test a secondary intervention that emphasizes that medical guidance and evidence may change over time. RESULTS: Early stoppage messages significantly shifted personal beliefs and perceived expert consensus about early stoppage (a shift of 16%, 95% CI: 13.8% to 17.9%, p <.001) and behavioral intent (a shift of 19%, 95% CI: 15.3 to 21.8%, p < .001) in the intended direction. Yet, the new guideline also slightly decreased acceptance of uncertainty about future guidelines (a decrease of 2%, 95% CI: 0.2% to 3.1%, p = .022) and general intention to comply with other guidelines in the future (a decrease of 6%, 95% CI: 2.6% to 8.4%, p < .001); it did not affect perceptions of medical researchers' or doctors' credibility or respondents' epistemic efficacy. Prior belief about early stoppage did not moderate receptivity to messages. Notably, though, we also find receptivity to early stoppage messages was contingent on deference to experts. We find no effect of a secondary intervention that emphasizes that medical guidance and evidence may change over time. CONCLUSIONS: Overall, our findings suggest the (U.K.) public is likely to accept new guidelines that change long standing advice to take a full course of antibiotics. While respondents show wariness about further future revisions, these data do not show that changing guidelines undermines trust in the experts that produce them.

'Zero Leprosy' and other endgame strategies: Rhetoric vs. realism in public health campaigns.

For over half a century, many public health campaigns related to infectious disease have focused on disease 'eradication,' rather than 'control' or 'management.' In this article, I will focus on the example of a recent global leprosy (Hansen's Disease) control campaign, Triple Zero. Drawing on examples from other public health initiatives, this article explores how the language of 'zero disease' or 'endgame strategies' is appealing to certain audiences but how it can also be misleading and have unexpected and unintended consequences. Depending on the specific characteristics of the disease, the disease vectors, and the circumstances of transmission, 'zero' disease is rarely an achievable goal. In addition, when a disease is said to reach 'zero,' it is important to consider the possible implications for people with social, physical, or emotional sequeläe from the disease and who still may require follow-up treatment and care.

A Call to Action. A Critical Review of Mental Health Related Anti-stigma Campaigns.

Using a knowledge-attitudes-behavior practice (KABP) paradigm, professionals have focused on educating the public in biomedical explanations of mental illness. Especially in high-income countries, it is now common for education-based campaigns to also include some form of social contact and to be tailored to key groups. However, and despite over 20 years of high-profile national campaigns (e.g., Time to Change in England; Beyond Blue in Australia), examinations suggest that the public continue to Other those with experiences of mental ill-health. Furthermore, evaluations of anti-stigma programs are found to have weak- to no significant long-term effects, and serious concerns have been raised over their possible unintended consequences. Accordingly, this article critically re-engages with the literature. We evidence that there have been systematic issues in problem conceptualization. Namely, the KABP paradigm does not respond to the multiple forms of knowledge embodied in every life, often outside conscious awareness. Furthermore, we highlight how a singular focus on addressing the public's perceived deficits in professionalized forms of knowledge has sustained public practices which divide between "us" and "them." In addition, we show that practitioners have not fully appreciated the social processes which Other individuals with experiences of mental illness, nor how these processes motivate the public to maintain distance from those perceived to embody this devalued form of social identity. Lastly, we suggest methodological tools which would allow public health professionals to fully explore these identity-related social processes. Whilst some readers may be frustrated by the lack of clear solutions provided in this paper, given the serious unintended consequences of anti-stigma campaigns, we caution against making simplified statements on how to correct public health campaigns. Instead, this review should be seen as a call to action. We hope that by fully exploring these processes, we can develop new interventions rooted in the ways the public make sense of mental health and illness.

'Injections-While-You-Dance': Press Advertisement and Poster Promotion of the Polio Vaccine to British Publics, 1956-1962.

This article discusses the production and dissemination of the emotive and informative messages promoting polio vaccination registration in Britain from 1956-1962 through the lens of public health press advertisements and posters. It argues that as the press reported on the problems which beset the vaccine campaign, and the various publics who could register for the polio vaccination multiplied, the campaign's content changed. Material was adapted to target the presumed emotional and educational needs of newly eligible publics. The article contends that by attending to the emotional content of this campaign, the variety of publics envisioned by the producers may be examined.