The Impact of COVID-19 Prevention Imagery on Responses to Social Media Influencer Posts
Using social media influencers to deliver positive health behavior information is a proven public health communication strategy. Since 2016, PGP has leveraged social media influencers to deliver messages for campaigns ranging from mental health to opioid use disorder stigma to COVID-19 vaccination. At the height of the COVID-19 pandemic, PGP launched El Beacon, a national network of vaccinated Hispanic influencers and volunteers, primarily with Hispanic social media followers, who are committed to sharing messages repeatedly for public health. This case study examines the impact of COVID-19 prevention imagery on reactions and responses to content.
A Digital Media Campaign to Increase Access to Pregnancy-Related Health Information for Black Women During the COVID-19 Pandemic
Low birthweight is a health issue disproportionately experienced by Black women. This study examines the feasibility of a digital low birthweight campaign to increase knowledge about low birthweight and pregnancy among Black women in Hillsborough, Florida. Results suggest that using a highly targeted digital intervention can be a well-received and potentially effective way to deliver pregnancy-related health information to Black women, even during a global pandemic. This strategy has numerous benefits in reaching women who may fall outside traditional health marketing approaches.
The feasibility of using a tailored communications approach to reduce binge drinking among young males in Florida
Binge drinking is a critical public health concern, with alcohol-related deaths claiming 88,000 lives each year. In Florida, the prevalence of binge drinking and risk for alcohol-related traffic fatalities is highest among white males aged 18-34. This study evaluates Drunken Rewind, a targeted animated digital media campaign implemented in west Orange County, Florida. The series amassed over 900,000 views and 1,762 followers across four social media platforms. Viewer retention rate was between 67%-73% across three seasons. A total of 68.3% of comments on the videos were positive. This study adds evidence that a digital intervention aimed at reducing binge drinking can be feasibly implemented and positively received by a population that is difficult to reach with public health messaging. This approach may be useful when applied to other health issues young adults perceive to have lower risk.
Using Google’s COVID-19 Vaccine Search Insights to Increase Vaccine Confidence and Demand Among BIPOC Communities
In communities across the United States, those who are Black, Indigenous, and People of Color (BIPOC) have been disproportionately impacted by the COVID-19 pandemic. With funding from The Rockefeller Foundation, we have been working to increase vaccine confidence and demand among BIPOC communities in Oakland, Houston, Chicago, Newark, and Baltimore as part of the Equity-First Vaccination Initiative (EVI). This case study highlights ways that we monitor numerous media sources. We focus particularly on Google’s publicly available Vaccine Search Insights, which we use to inform our communications support.
A Collaboration between Healthcare and Esports to Impact Youth Mental Health and Wellness: Evaluating the Presence of Mind Initiative
Esports is a rapidly growing industry with a vast reach, and has a largely untapped potential for health interventions that reach young adults. This study used a longitudinal survey to evaluate Presence of Mind, a mental health initiative embedded into pre-existing esports networks, designed to reach young adult gamers. Results showed that embedding a healthcare-led mental health initiative within pre-existing esports networks appears to be an effective way to support the mental health of young esports players and fans.
Mental Health Stigma Reduction in the Midwest: Evidence from a Digital Campaign Using a Collective Impact Model
A digital media campaign was implemented to reduce mental health stigma in the Omaha Metropolitan area, a key component of improving mental health outcomes. The campaign used evidence-based approaches with a collective impact framework. Two surveys using validated measures of mental health knowledge, attitudes, and reported and intended behaviors were conducted at baseline and at 10-month follow-up to evaluate the campaign within the Omaha & Council Bluffs intervention region and a control region in Iowa. The analysis carried out revealed significant improvements in desires for social distance and perceptions toward treatment efficacy within the intervention group. Improvements were seen across measures of personal and community attitudes towards mental health conditions, confidence in supporting others, and likelihood of disclosing a mental health condition. The trends were generally not replicated within the control group. Respondents aware of the campaign showed fewer stigmatizing views, including lower desires for social distance, improved attitudes toward treatment, and significant improvements in providing support and caring for their own mental health. The results suggest that the implemented evidenced-based approach created positive shifts in stigma reduction. This evaluation further supports the potential effectiveness of scaling and adapting digital media campaigns for stigma reduction in different geographic locations.
The Collective Impact Model for Mental Health Stigma Reduction: A Campaign in the Omaha Metropolitan Area
Mental health conditions are a rising public health concern. In midwestern states such as Nebraska and Iowa, recent statistics have shown an increase in mental health issues since the start of the COVID-19 pandemic. Mental health stigma is associated with a range of negative health outcomes, and there is a need for more information on how to apply evidence-based digital strategies to various geographic areas. The Public Good Projects (PGP) partnered with The Wellbeing Partners (TWP) to implement a digital mental health stigma reduction campaign that uses the collective impact model as its theoretical framework to address mental health stigma reduction in the Omaha Metropolitan area. This study reviews the creation and implementation of that digital media campaign. The positive metrics from the first 10 months of the campaign show promise in the applicability of this model in the midwestern United States.
Results from a multi-year study: Social media influencers can be used to deliver positive health information
Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. The Public Good Projects led a digital campaign employing user-generated content from social media ‘micro’ influencers who are predominantly followed by African Americans and Hispanics during the 2018–19 and 2019–20 flu seasons to disseminate positive information about the flu vaccine.
The case for tracking misinformation the way we track disease
While public health organizations can detect disease spread, few can monitor and respond to real-time misinformation. Misinformation risks the public’s health, the credibility of institutions, and the safety of experts and front-line workers. Big Data, and specifically publicly available media data, can play a significant role in understanding and responding to misinformation. The Public Good Projects uses supervised machine learning to aggregate and code millions of conversations relating to vaccines, and the COVID-19 pandemic broadly, in real-time.
Layla’s Got You: Developing a tailored contraception chatbot for Black and Hispanic young women
In Onondaga County, New York, around half of all births to Black and Latina teenage girls are unintended. The Layla’s Got You campaign consists of a chatbot and social media campaign designed to increase contraception knowledge among 16- to 25-year-old Black and Latina women in Onondaga County.