Department of Prevention and Information, Danish Cancer Society, Strandboulevarden 49, Copenhagen, Denmark.
Center for Evidence, Education and Emergency Services, Danish Health Authority, Islands Brygge 67, Copenhagen, Denmark.
Vaccine. 2020 Jun 26;38(31):4901-4908. doi: 10.1016/j.vaccine.2020.04.032. Epub 2020 Apr 30.
In this study we assess how different Facebook (FB) posts resonate with parents hesitant about HPV vaccination and how to engage parents in positive dialogues on FB.
Vaccination against human papillomavirus (HPV) was successfully introduced in the Danish childhood vaccination program in 2009 for 12 year-old girls, with coverage reaching approximately 90%. However, negative public debate questioning the safety of the vaccine coincided with a rapid decline in vaccination coverage from 2015. In May 2017, we launched the national campaign Stop HPV - stop cervical cancer with the aim to rebuild trust in the HPV vaccine and increase vaccination coverage. We used a FB page and a social media strategy to engage the campaign's primary target group: mothers hesitant about HPV vaccination of their daughters.
We analyzed a variety of posts on the FB page Stop HPV - stop cervical cancer posted from May 2017 to December 2017. We performed analysis documenting post reach, engagement in the posts and sentiment (positive, neutral or negative) of the comments. Focus groups were recruited to provide data about attitudes to the posts and the responses from the FB management team.
84 unique posts were published on the FB page from May 2017 to December 2017 reaching 3,476,023 individual FB profiles. In focus groups, parents requested more in-depth information. However, analyses of FB posts and sentiment of comments showed that personal stories generated higher engagement rates and more positive dialogues compared to factual posts.
The FB page Stop HPV - stop cervical cancer has successfully reached and engaged FB users in dialogue about HPV vaccination. Personal stories are effective in creating positive dialogues on FB. However, it remains important to provide factual information to parents to enable informed decision making about HPV vaccination.
本研究评估了不同的 Facebook（FB）帖子如何引起对 HPV 疫苗犹豫不决的家长共鸣，以及如何在 FB 上与家长进行积极的对话。
2009 年，丹麦儿童免疫计划成功引入了针对人乳头瘤病毒（HPV）的疫苗，为 12 岁女孩接种，接种率达到了约 90%。然而，质疑疫苗安全性的负面公众辩论恰逢 2015 年疫苗接种率迅速下降。2017 年 5 月，我们发起了全国性的运动“停止 HPV-阻止宫颈癌”，旨在重建对 HPV 疫苗的信任，提高疫苗接种率。我们使用 FB 页面和社交媒体策略来吸引该运动的主要目标群体：对女儿接种 HPV 疫苗犹豫不决的母亲。
我们分析了 2017 年 5 月至 12 月在 Stop HPV - stop cervical cancer FB 页面上发布的各种帖子。我们记录了帖子的覆盖范围、参与度以及评论的情绪（积极、中性或消极）。我们招募了焦点小组，以提供有关帖子态度和 FB 管理团队回应的信息。
2017 年 5 月至 12 月，在 Stop HPV - stop cervical cancer FB 页面上发布了 84 个独特的帖子，覆盖了 3476023 个个人 FB 资料。在焦点小组中，家长们要求提供更深入的信息。然而，对 FB 帖子和评论情绪的分析表明，与事实性帖子相比，个人故事产生了更高的参与度和更积极的对话。
Stop HPV - stop cervical cancer FB 页面成功地与 FB 用户就 HPV 疫苗接种进行了对话并吸引了他们的参与。个人故事在 FB 上创造积极对话是有效的。然而，向家长提供事实信息以使其能够就 HPV 疫苗接种做出明智的决定仍然很重要。
