Lee Daisy, Rundle-Thiele Sharyn, Fong Ben Y F, Li Gabriel
School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong, China.
Social Marketing @ Griffith, Griffith University, Nathan, QLD 4111, Australia.
Vaccines (Basel). 2022 Oct 7;10(10):1671. doi: 10.3390/vaccines10101671.
Seasonal flu vaccination rates among university students are exceedingly low and research focused on voluntarily influencing vaccination uptake is limited. This study outlines the development, implementation, and evaluation of a theory-driven social marketing vaccination intervention following the co-create-build-engage (CBE) framework. This study drew upon a pre-intervention segmentation study and co-created interventions targeted at receptive segments. The intervention delivered a significant 343% increase in vaccination rates using a difference-in-difference analysis. Online communication channels effectively engaged students to register for and receive their flu vaccine Almost 90% of students who received vaccinations signed up in the first two weeks of the intervention program indicating that those who can be motivated will act early in the flu season. Financial incentives, as found in previous studies, were confirmed as highly effective in increasing awareness and influencing vaccination uptake behaviours. Friend referral incentives were also found to be influential in motivating vaccination uptake. Suggestions are provided for future research and practical implementation of interventions on university campuses to motivate flu vaccination and other health behaviours.
大学生的季节性流感疫苗接种率极低，且专注于自愿影响疫苗接种率的研究有限。本研究概述了遵循共同创造-构建-参与（CBE）框架的理论驱动型社会营销疫苗接种干预措施的开发、实施和评估。本研究借鉴了干预前的细分研究，并针对接受度较高的细分群体共同创建了干预措施。通过差异分析，该干预措施使疫苗接种率显著提高了343%。在线沟通渠道有效地促使学生登记并接种流感疫苗。近90%接种疫苗的学生在干预计划的前两周内报名，这表明那些能够被激励的人会在流感季节早期采取行动。正如先前研究所发现的，经济激励措施在提高认知度和影响疫苗接种行为方面被证实非常有效。朋友推荐激励措施在促进疫苗接种方面也被发现具有影响力。为未来在大学校园开展激励流感疫苗接种及其他健康行为的研究和实际干预措施提供了建议。
