Emory University School of Medicine, Department of Medicine, Division of Infectious Diseases, Atlanta, GA 30322, United States; Emory University, Rollins School of Public Health, Hubert Department of Global Health, 1518 Clifton Rd, Atlanta, GA 30322, United States.
Emory University, Rollins School of Public Health, Hubert Department of Global Health, 1518 Clifton Rd, Atlanta, GA 30322, United States; Indiana University Bloomington School of Public Health, Department of Applied Health Science, Bloomington, IN, United States.
Vaccine. 2022 Jun 15;40(27):3761-3770. doi: 10.1016/j.vaccine.2022.05.014. Epub 2022 May 20.
This study evaluated messages and communication approaches for maternal immunization uptake in Kenya. We identified persuasive communication aspects that would inform maternal immunization attitudes, intent, and vaccine uptake.
We conducted a two-phased mixed methods study with pregnant women and their male partners in three regions of Kenya. Discussions were conducted in English and Swahili languages by trained focus group moderators. Baseline measures included a survey and discussions about potential messages and accompanying visuals. Follow-up focus groups with the same participants included a survey about previously discussed messages, visuals, and communication impressions. The second round of focus groups focused on message preferences developed from the first round, along with rank order discussion for final message selection. Following transcription of focus group discussions, we conducted analyses using NVivo software. Quantitative data analyses included frequencies, factor analyses, reliability assessment, regression modeling, and comparative assessment of rank order.
The sample (N = 118) included pregnant women (n = 91) and their partners (n = 27) from diverse Kenyan regions (Bondo/Lwak/Siaya, Mombasa, and Nairobi). A four-factor solution resulted from factor analyses that included subscales "positive ad attitudes" (n = 5 items, α = 0.82), "negative ad attitudes" (n = 4 items, α = 0.75), "ad indifference" (n = 2 items, α = 0.52), and "ad motivation" (n = 4 items, α = 0.71). Overall, the positive ad attitudes factor (β = 0.61, p = 0.03) was the only significant component in the overall model examining message selections (χ = 262.87, p = 0.17). Among the tested concepts, we found that source and situational cues had a strong influence on women's attitude formation and intention to obtain recommended maternal vaccinations. With self-acknowledged variations in knowledge, participants were particularly attuned to images of relatable women, providers, and depictions in realistic or actual Kenyan clinical settings.
The results indicated that positive attitudes were shaped by incorporating highly relatable factors in messages. Implications for subsequent campaigns and research directions are discussed.
本研究评估了肯尼亚提高孕产妇疫苗接种率的信息和沟通方法。我们确定了有说服力的沟通方面，这些方面将影响孕产妇疫苗接种的态度、意愿和疫苗接种率。
我们在肯尼亚的三个地区进行了一项两阶段混合方法研究，研究对象为孕妇及其男性伴侣。由经过培训的焦点小组主持人以英语和斯瓦希里语进行讨论。基线措施包括一项调查和关于潜在信息和伴随视觉效果的讨论。对同一参与者的后续焦点小组调查了先前讨论的信息、视觉效果和沟通印象。第二轮焦点小组讨论了从第一轮中开发的信息偏好，并对最终信息选择进行了排名讨论。在对焦点小组讨论进行转录后，我们使用 NVivo 软件进行分析。定量数据分析包括频率、因素分析、可靠性评估、回归建模和排名比较评估。
样本（N=118）包括来自肯尼亚不同地区（邦多/洛瓦克/锡亚、蒙巴萨和内罗毕）的孕妇（n=91）及其伴侣（n=27）。因素分析产生了一个四因素解决方案，包括亚量表“积极广告态度”（n=5 项，α=0.82）、“消极广告态度”（n=4 项，α=0.75）、“广告漠不关心”（n=2 项，α=0.52）和“广告动机”（n=4 项，α=0.71）。总体而言，积极的广告态度因素（β=0.61，p=0.03）是考察信息选择的总体模型中唯一具有显著意义的因素（χ=262.87，p=0.17）。在所测试的概念中，我们发现来源和情境线索对女性态度形成和获得推荐的孕产妇疫苗接种的意愿有很大影响。由于自我承认的知识差异，参与者特别关注与可信赖的女性、提供者以及在现实或实际肯尼亚临床环境中的描绘相关的图像。
结果表明，积极的态度是通过在信息中纳入高度可信赖的因素来形成的。讨论了对后续运动和研究方向的影响。
