Hanson Kristin, Degas Anna-Marie, Green Daniel, Al-Hosri Antoine, Vandrevala Tushna
Department of Psychology, Kingston University, London, UK.
Department of Health Behaviours and Public Health Services, Royal Borough of Kingston upon Thames, Kingston upon Thames, UK.
Digit Health. 2024 Jan 3;10:20552076231220151. doi: 10.1177/20552076231220151. eCollection 2024 Jan-Dec.
Local authority-led online campaigns offer the possibility of targeted health promotion to connect local services and residents. This study assesses the evidence for medium (e.g., click-trhoughs) and high (off-line behaviour change) levels of public engagement with four local authority-led campaigns across a variety of public health promotions (sexual health, weight loss, and vaccination), online marketing approaches (social media marketing, search engine marketing, and programmatic marketing) and target demographics (language, gender, age, income, ethnicity) undertaken by a London borough local authority.
Employing quasi-experimental and observational study designs, engagement with local health services during the course of the campaigns was evaluated. The first three campaigns were evaluated based on an interrupted time series model of intervention assessment comparing outcome variables of interest during the campaign to periods before and after the campaign period. The results of the fourth campaign, an observational case-study, are discussed using descriptive statistics only.
The analyses of the high engagement data for two of the three campaigns statistically assessed clearly supported the effectiveness of the campaigns. While the effect of high engagement could not be determined in the other two campaigns, they provide data that may be useful in online campaign design.
The evidence assessed in this study across a variety of platforms, health promotion initiatives, and population targets suggests that local authority-led online marketing campaigns for health promotion may be useful for increasing participation in public health programmes.
地方政府主导的线上活动为有针对性的健康促进提供了可能，以连接地方服务与居民。本研究评估了公众对四个由地方政府主导的活动在中等（如点击量）和高度（线下行为改变）参与度方面的证据，这些活动涉及各种公共卫生促进领域（性健康、减肥和疫苗接种）、线上营销方式（社交媒体营销、搜索引擎营销和程序化营销）以及伦敦一个行政区地方政府所针对的人口统计学特征（语言、性别、年龄、收入、种族）。
采用准实验和观察性研究设计，对活动期间与地方卫生服务的参与度进行评估。前三个活动基于干预评估的中断时间序列模型进行评估，将活动期间感兴趣的结果变量与活动期之前和之后的时期进行比较。第四个活动是观察性案例研究，其结果仅使用描述性统计进行讨论。
对三个活动中的两个活动的高参与度数据进行的统计分析明确支持了活动的有效性。虽然在其他两个活动中无法确定高参与度的效果，但它们提供了可能对线上活动设计有用的数据。
本研究在各种平台、健康促进举措和人群目标方面评估的证据表明，地方政府主导的用于健康促进的线上营销活动可能有助于提高对公共卫生项目的参与度。
