Garett Renee R, Yang Jiannan, Zhang Qingpeng, Young Sean D
ElevateU, Irvine, CA, USA.
School of Data Science, City University of Hong Kong, Hong Kong, China.
Int J Appl Earth Obs Geoinf. 2022 Apr;108:102752. doi: 10.1016/j.jag.2022.102752. Epub 2022 Mar 24.
The COVID-19 pandemic has led public health departments to issue several orders and recommendations to reduce COVID-19-related morbidity and mortality. However, for various reasons, including lack of ability to sufficiently monitor and influence behavior change, adherence to these health orders and recommendations has been suboptimal. Starting April 29, 2020, during the initial stay-at-home orders issued by various state governors, we conducted an intervention that sent online website and mobile application advertisements to people's mobile phones to encourage them to adhere to stay-at-home orders. Adherence to stay-at-home orders was monitored using individual-level cell phone mobility data, from April 29, 2020 through May 10, 2020. Mobile devices across 5 regions in the United States were randomly-assigned to either receive advertisements from our research team advising them to stay at home to stay safe (intervention group) or standard advertisements from other advertisers (control group). Compared to control group devices that received only standard corporate advertisements (i.e., did not receive public health advertisements to stay at home), the (intervention group) devices that received public health advertisements to stay at home demonstrated objectively-measured increased adherence to stay at home (i.e., smaller radius of gyration, average travel distance, and larger stay-at-home ratios). Results suggest that 1) it is feasible to use mobility data to assess efficacy of an online advertising intervention, and 2) online advertisements are a potentially effective method for increasing adherence to government/public health stay-at-home orders.
新冠疫情致使公共卫生部门发布了多项命令和建议，以降低与新冠相关的发病率和死亡率。然而，由于包括缺乏充分监测和影响行为改变能力在内的各种原因，对这些卫生命令和建议的遵守情况一直不尽人意。从2020年4月29日起，在各州州长发布的最初居家令期间，我们开展了一项干预措施，向人们的手机发送在线网站和移动应用程序广告，以鼓励他们遵守居家令。我们利用个人层面的手机移动性数据，对2020年4月29日至2020年5月10日期间遵守居家令的情况进行了监测。美国5个地区的移动设备被随机分配，要么接收我们研究团队发出的建议他们居家以确保安全的广告（干预组），要么接收其他广告商的标准广告（对照组）。与仅接收标准企业广告（即未接收居家公共卫生广告）的对照组设备相比，接收居家公共卫生广告的（干预组）设备在客观测量上显示出对居家的遵守情况有所增加（即回转半径更小、平均出行距离更小以及居家比例更高）。结果表明：1）利用移动性数据评估在线广告干预的效果是可行的；2）在线广告是提高对政府/公共卫生居家令遵守情况的一种潜在有效方法。
