Ahmed Furqan, Ahmad Ghufran, Eisinger Katharina, Khan Muhammad Asad, Brand Tilman
Department of Prevention and Evaluation, Leibniz Institute of Prevention Research and Epidemiology-BIPS, Bremen, Germany.
University of Bremen, Health Sciences Bremen, Bremen, Germany.
JMIR Form Res. 2024 Dec 20;8:e52651. doi: 10.2196/52651.
Comprehensive sexuality education (CSE) is a curriculum-based approach to learning and teaching about sexuality that focuses on the cognitive, emotional, physical, and social domains. The United Nations Educational, Scientific, and Cultural Organization (UNESCO) CSE guideline emphasizes gender issues and is firmly rooted in a human rights-based approach to sexuality. A recent cross-sectional community readiness assessment in Islamabad, Pakistan, found that the community is at the denial or resistant stage when it comes to implementing school-based sexuality education. The reluctance was attributed to a lack of understanding and widespread misconceptions about CSE.
This study aims to use the cocreation process to develop, pilot, and evaluate an intervention based on community readiness level to respond to community resistance by introducing CSE content, its anticipated benefits, and addressing prevalent misconceptions through awareness and promotion content for digital social media platforms.
For the development of the intervention (audio-video content), focus group discussion sessions with key stakeholders were held. Two videos were created in partnership with social media influencers and subsequently shared on Facebook, YouTube, and Instagram. A comprehensive process and performance evaluation of the videos and intervention development phase was conducted to evaluate audience exposure, reach, engagement, demographics, retention, and in-depth insights. The videos were uploaded to social media platforms in June and July 2021, and the data used to assess their performance was obtained in February 2022.
With a total reach (number of people who have contact with the videos) of 432,457 and 735,563 for the first and second videos, respectively, on all social media platforms, we concluded that social media platforms provide an opportunity to communicate, promote, and engage with important stakeholders to raise awareness and obtain support for CSE. According to the findings, the public is responsive to CSE promotion content developed for social media platforms, with a total engagement (the number of people who participate in creating, sharing, and using the content) of 11,578. The findings revealed that male viewers predominated across all social media platforms. Punjab province had the largest audience share on Instagram (51.9% for the first video, 52.7% for the second) and Facebook (44.3% for the first video and 48.4% for the second). YouTube had the highest audience retention, with viewers watching an average of 151 seconds (45%) of the first video and 163 seconds (38%) of the second. With a net sentiment score of 0.83 (minimum=-3, maximum=5), end-user participation was also positive, and audience feedback highlighted the reasons for positive and negative criticism.
To promote sexuality education in Pakistan, it is vital to overcome opposition through sensitizing the society, and digital social media platforms offer a unique, though underused, chance to do so through reliable influencer marketing.
全面性教育（CSE）是一种基于课程的性教育学习与教学方法，聚焦于认知、情感、身体和社会领域。联合国教育、科学及文化组织（教科文组织）的全面性教育指南强调性别问题，并坚定地植根于基于人权的性教育方法。最近在巴基斯坦伊斯兰堡进行的一项横断面社区准备情况评估发现，在实施学校性教育方面，社区处于否认或抵制阶段。这种不情愿归因于对全面性教育缺乏理解以及普遍存在的误解。
本研究旨在利用共同创作过程，根据社区准备程度开发、试点和评估一项干预措施，通过引入全面性教育内容、其预期益处，并通过针对数字社交媒体平台的宣传内容来消除普遍存在的误解，以应对社区的抵制。
为了开发干预措施（音频 - 视频内容），与关键利益相关者举行了焦点小组讨论会议。与社交媒体有影响力的人合作制作了两个视频，随后在脸书、优兔和照片墙等平台上分享。对视频和干预措施开发阶段进行了全面的过程和绩效评估，以评估受众曝光度、覆盖面、参与度、人口统计学特征、留存率和深入见解。这些视频于2021年6月和7月上传到社交媒体平台，用于评估其表现的数据于2022年2月获取。
在所有社交媒体平台上，第一个视频的总覆盖面（接触视频的人数）为432457人，第二个视频为735563人，我们得出结论，社交媒体平台为与重要利益相关者进行沟通、推广和互动提供了机会，以提高对全面性教育的认识并获得支持。根据调查结果，公众对为社交媒体平台开发的全面性教育推广内容反应积极，总参与度（参与创建、分享和使用内容的人数）为11578人。调查结果显示，男性观众在所有社交媒体平台上占主导地位。旁遮普省在照片墙（第一个视频占51.9%，第二个视频占52.7%）和脸书（第一个视频占44.3%，第二个视频占48.4%）上的受众份额最大。优兔的观众留存率最高，观众平均观看第一个视频151秒（45%），第二个视频163秒（38%）。最终用户参与度的净情感评分为0.83（最低=-3，最高=5），也是积极的，受众反馈突出了正面和负面批评的原因。
为了在巴基斯坦推广性教育，通过提高社会的敏感度来克服反对意见至关重要，数字社交媒体平台提供了一个独特的、虽未充分利用但可通过可靠的有影响力者营销来实现这一目标的机会。
