Public Sector Research Group, University of New South Wales, Canberra, ACT, Australia.
One Disease, Darwin, NT, Australia.
Front Public Health. 2022 May 13;10:866134. doi: 10.3389/fpubh.2022.866134. eCollection 2022.
Health comunication is a critical component of pandemic mitigation, but mainstream prevention messaging often lacks social, cultural and linguistic relevance to vulnerable populations. This community case study presents a novel, highly participatory pandemic prevention communication campaign that engaged individuals in remote Aboriginal communities of the Northern Territory of Australia directly in prevention messaging via crowdsourcing, and distributed videos to remote area post-codes via targeted Facebook advertising. Facebook metrics, administrative campaign data and national statistics are used to assess campaign reach and engagement. The case study discusses lessons learned from the campaign, including how seeking unscripted COVID-19 prevention video messaging can support community ownership of pandemic messaging, rapid content generation, and a high level of Facebook user engagement. It also discusses the effectiveness of targeting remote area post-codes Facebook advertising both to reach the target audience, and to support quality improvement assessments to inform health communication decision-making in a low resource setting.
健康传播是减轻大流行病的关键组成部分，但主流的预防信息传递往往缺乏针对弱势人群的社会、文化和语言相关性。本社区案例研究展示了一项新颖的、高度参与式的大流行病预防传播活动，通过众包让澳大利亚北部地区偏远的原住民社区的个人直接参与预防信息传递，并通过有针对性的 Facebook 广告将视频分发给偏远地区的邮政编码。使用 Facebook 指标、管理活动数据和国家统计数据来评估活动的覆盖范围和参与度。该案例研究讨论了从活动中吸取的经验教训，包括寻求非脚本式 COVID-19 预防视频信息传递如何支持社区对大流行病信息传递的拥有感、快速内容生成以及高水平的 Facebook 用户参与度。它还讨论了针对偏远地区邮政编码的 Facebook 广告的有效性，无论是为了接触目标受众，还是为了支持质量改进评估，以在资源有限的情况下为健康传播决策提供信息。
