![[ Visit Client Website ]](images/banner.gif)
Theoretical Background and research questions/hypothesis:
Kentucky is among the highest incidence and mortality rates of cervical cancer in the country, especially medically underserved communities who also have the distinction of a younger median age for cervical cancer development compared to other states. The Cervical Cancer-Free KY (CCFKY) Initiative composed of researchers at the University of Kentucky College of Public Health and College of Communications developed an innovative strategic approach to enhancing the demand for cervical cancer screening, vaccination, treatment, and policy change.The hypothesis is that social media can be used to change health behavior through communication and education that is technology based.
Methods and Results (informing the conceptual analysis): This presentation will describe the January 2012 “CausetheMovement” social media campaign. CCFKY’s online campaign utilizes: extensive audience’s social circles; easy to participate/make a difference; reaches audience on trusted sites; access information; build database and measure progress of the CCFKY campaign. Through education, screening, and vaccination, cervical cancer is preventable. The presentation describes the customized and innovative Facebook application used to increase Kentuckian’s demand for cervical cancer prevention information. Website traffic analysis, Facebook and Twitter analytics, and community-based media activities identified scalability of social media efforts from localized to state-wide efforts. Enhancement of communication flow between critical lead agencies fighting to reduce the burden of cervical cancer with their public constituencies resulted in greater than 10,000 likes in one month on Facebook. Other measurable outcomes including behavioral change will be presented.
Conclusions: The "CausetheMovement" campaign created high awareness of HPV vaccination recommendations and cervical cancer preventation among a high risk population. The social media campaign resulted in the contracted media firm receiving two awards, one for "CausetheMovement" campaign and one for the "CausetheMovement" Facebook application.
Implications for research and/or practice: Further research could be done to measure specific behavior change through either survey data or direct medical services received as a result of the media campaign. The medica applications can be used as a pathway for bidirectional communication of the at risk population.