Persuasive COVID-19 vaccination campaigns on Facebook and nationwide vaccination coverage in Ukraine, India, and Pakistan.

Autor:	Winters M; Yale Institute for Global Health, Yale University, New Haven, Connecticut, United States of America.; Yale School of Medicine, Yale University, New Haven, Connecticut, United States of America., Christie S; Yale Institute for Global Health, Yale University, New Haven, Connecticut, United States of America.; Yale School of Medicine, Yale University, New Haven, Connecticut, United States of America., Lepage C; Irimi Company, Lyon, France., Malik AA; Yale Institute for Global Health, Yale University, New Haven, Connecticut, United States of America.; Yale School of Medicine, Yale University, New Haven, Connecticut, United States of America., Bokemper S; Institution for Social and Policy Studies, Yale University, New Haven, Connecticut, United States of America.; Center for the Study of American Politics, Yale University, New Haven, Connecticut, United States of America., Abeyesekera S; UNICEF Headquarters, New York, NY, United States of America., Boye B; UNICEF Country Office India, New Delhi, India., Moini M; UNICEF Country Office India, New Delhi, India., Jamil Z; UNICEF Country Office, Karachi, Pakistan., Tariq T; UNICEF Country Office, Karachi, Pakistan., Beresh T; UNICEF Country Office, Kyiv, Ukraine., Kazymyrova G; UNICEF Country Office, Kyiv, Ukraine., Palamar L; UNICEF Country Office, Kyiv, Ukraine., Paintsil E; Yale Institute for Global Health, Yale University, New Haven, Connecticut, United States of America., Faller A; The Public Good Projects, Alexandria, Virginia, United States of America., Seusan A; The Public Good Projects, Alexandria, Virginia, United States of America., Bonnevie E; The Public Good Projects, Alexandria, Virginia, United States of America., Smyser J; The Public Good Projects, Alexandria, Virginia, United States of America., Khan K; Meta Platforms Inc., Menlo Park, California, United States of America., Gulaid M; Meta Platforms Inc., Menlo Park, California, United States of America., Francis S; Team Upswell, Seattle, Washington, United States of America., Warren JL; Peter O'Donnell Jr. School of Public Health, University of Texas Southwestern, Dallas, Texas, United States of America., Thomson A; Irimi Company, Lyon, France., Omer SB; Yale Institute for Global Health, Yale University, New Haven, Connecticut, United States of America.; Yale School of Medicine, Yale University, New Haven, Connecticut, United States of America.; Peter O'Donnell Jr. School of Public Health, University of Texas Southwestern, Dallas, Texas, United States of America.
Jazyk:	angličtina
Zdroj:	PLOS global public health [PLOS Glob Public Health] 2023 Sep 27; Vol. 3 (9), pp. e0002357. Date of Electronic Publication: 2023 Sep 27 (Print Publication: 2023).
DOI:	10.1371/journal.pgph.0002357
Abstrakt:	Social media platforms have a wide and influential reach, and as such provide an opportunity to increase vaccine uptake. To date, there is no large-scale, robust evidence on the offline effects of online messaging campaigns. We aimed to test whether pre-tested, persuasive messaging campaigns from UNICEF, disseminated on Facebook, influenced COVID-19 vaccine uptake in Ukraine, India, and Pakistan. In Ukraine, we deployed a stepped-wedge randomized controlled trial (RCT). Half of the 24 oblasts (provinces) received five weeks of the intervention, the other half ten weeks of the intervention. In India, an RCT with an augmented synthetic control was conducted in five states (Bihar, Chhattisgarh, Jharkhand, Madhya Pradesh, Rajasthan), whereby 40 out of 174 districts were randomized to receive six weeks of intervention. In Pakistan we deployed a pre-post design, whereby 25 city districts received six weeks of the intervention. Weekly COVID-19 vaccination data was sourced through government databases. Using Poisson regression models, the association between the intervention and vaccine uptake was estimated. In Ukraine we conducted a survey among Facebook users at three time points during the RCT, to ascertain vaccination intentions and trust in vaccines. The campaigns reached more than 110 million Facebook users and garnered 2.9 million clicks. In Ukraine, we found that the intervention did not affect oblast-level vaccination coverage (Relative Risk (RR): 0.93, 95% Confidence Interval (CI) 0.86-1.01). Similarly, in India and Pakistan we found no effect of our intervention (India: RR 0.85, 95% CI 0.70-1.04; Pakistan: RR 0.64, 95% CI 0.01-29.9). The survey among Facebook users in Ukraine showed that trust in vaccines and information sources was an important predictor of vaccination status and intention to get vaccinated. Our campaigns on Facebook had a wide reach, which did not translate in shifting behaviours. Timing and external events may have limited the effectiveness of our interventions. Competing Interests: I have read the journal’s policy and the authors of this manuscript have the following competing interests: Funding for this work was received from Facebook Inc. (now Meta Platforms Inc.). Four co-authors (CL, KK, MG, SF) were during the study (or parts of the study) salaried Meta employees. (Copyright: © 2023 Winters et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
Databáze:	MEDLINE
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