Sexual Health and Blood-Borne Virus Applied Research and Evaluation Network, Collaboration for Evidence, Research and Impact in Public Health, School of Population Health, Faculty of Health Sciences, Curtin University, Perth, Western Australia, Australia.
Curtin School of Allied Health, Faculty of Health Sciences, Curtin University, Perth, Western Australia, Australia.
PLoS One. 2022 Sep 9;17(9):e0273658. doi: 10.1371/journal.pone.0273658. eCollection 2022.
Since 2011, remote Australian Aboriginal and Torres Strait Islander communities have experienced an outbreak of infectious syphilis, with young people aged 15-29 years over-represented in notifications. The Young Deadly Syphilis Free multi-media campaign was implemented in 12 remote regions in four Australian jurisdictions over nine months from 2017-2018. Campaign components included television and radio advertisements, social media posts, and health promotion resources available via a dedicated website. The aim of this research was to evaluate the impacts (proximal, mediator, distal) of the Young Deadly Syphilis Free campaign for young Aboriginal people and health and community workers residing in remote campaign regions.
A cross-sectional (post-only) evaluation design was used. Data were collected through online surveys; metrics for social media (Facebook, Instagram) were also collected to determine campaign engagement via social media. A 22-item young people survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); along with intended behaviour and knowledge and attitudes (mediator variables). A 24-item health and community worker survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); and changes in professional practice (distal variable). Descriptive statistics summarised demographic characteristics and univariate analysis examined associations between key variables.
Just over half (n = 25, 58%) of young people and three quarters (n = 36; 75%) of health and community workers were aware of the campaign. Recognition of key campaign messages was high for both participant groups (>64%), and television, Facebook, and website were the most common campaign exposure routes. Positive impacts on intended behaviour (young people) and professional practice (health and community workers) were also reported. Facebook was effective in engaging some young people in campaign content and was preferred by young people for accessing information.
The findings point to the value of utilising a multi-media campaign in raising awareness about syphilis among young Aboriginal people and health and community workers in remote Australian regions. A longer-term campaign that accommodates the diverse needs of Aboriginal young people from geographically remote communities would optimise campaign impacts and support behavioural change.
自 2011 年以来，偏远的澳大利亚原住民和托雷斯海峡岛民社区爆发了传染性梅毒，15-29 岁的年轻人在通报病例中占比过高。2017-2018 年的 9 个月里，在澳大利亚四个司法管辖区的 12 个偏远地区实施了“年轻致命梅毒免费”多媒体活动。该活动的组成部分包括电视和广播广告、社交媒体帖子以及通过专门网站提供的健康促进资源。这项研究的目的是评估“年轻致命梅毒免费”活动对居住在偏远活动地区的年轻原住民和卫生及社区工作者的影响（直接、间接、远程）。
采用横断面（仅事后）评估设计。通过在线调查收集数据；还收集了社交媒体（Facebook、Instagram）的指标，以通过社交媒体确定活动参与度。一份包含 22 个项目的年轻人调查评估了活动意识、接触、信息识别和诊断（直接变量）；以及意图行为、知识和态度（间接变量）。一份包含 24 个项目的卫生和社区工作者调查评估了活动意识、接触、信息识别和诊断（直接变量）；以及专业实践的变化（远程变量）。描述性统计数据总结了人口统计学特征，单变量分析检查了关键变量之间的关联。
略多于一半（n = 25，58%）的年轻人和四分之三（n = 36；75%）的卫生和社区工作者了解该活动。两个参与者群体对关键活动信息的识别率都很高（>64%），电视、Facebook 和网站是最常见的活动接触途径。年轻人的意图行为（年轻人）和专业实践（卫生和社区工作者）也有积极影响。Facebook 有效地吸引了一些年轻人参与活动内容，并且是年轻人获取信息的首选。
调查结果表明，在澳大利亚偏远地区，利用多媒体活动提高原住民年轻人和卫生及社区工作者对梅毒的认识具有价值。一个针对地理上偏远社区的年轻原住民的多样化需求的长期活动将优化活动的影响，并支持行为改变。
