![[ Visit Client Website ]](images/banner.gif)
Theoretical Background and research questions/hypothesis: Social media (SM)-enabled public health campaigns have the advantage of tailored messaging at low cost and large reach but we know little about what in practice would determine their feasibility and effectiveness. Our aim is to test the feasibility of designing, implementing and evaluating a bespoke SM-enabled campaign for skin cancer prevention and to learn broader lessons for using SM in public health practice.
Methods: A quasi-experimental design study, utilising Twitter to display different message “frames” relating to Care in the Sun and cancer prevention was employed. Phase 1 utilised the Northern Ireland (NI) regional cancer charity’s SM platform and content was tracked using unique hashtags. Following a 2-week “washout” period, Phase 2 commenced using a bespoke SM platform and hashtag. Phase 2 also included a Thunderclap, whereby users allow their SM accounts to automatically post a bespoke common message on their behalf. Message frames were categorised; humour, shock, informative and personal story. Seed users with a notable social media following, identified at a co-design workshop, were contacted to be ‘influencers’ in retweeting campaign content, with the aim of ultimately creating viral health messages. A pre- and post-intervention internet survey recorded knowledge and attitudes regarding skin cancer prevention in NI.
Results: During the campaign period (May 1st –July 14th, August 1st – September 30th 2015), there was a total of 417,678 tweet impressions, 11,213 engagements and 1,211 retweets. Of those, 92 retweets were part of the Thunderclap. Of the message frames used, a shock message achieved the most impressions (n=2369). The most engaging tweet was a humour message (n=148) and the most retweeted message was informative, shared by 17 followers. Tweets which included an influencer generated greater impressions. Influencer posts also creates the most impressions when on a shock (n=11,349) or a story message (n=9,612). Tweets which were paid-for, promoted posts did not notably increase impressions, engagements or retweets. Post-campaign, there was a trend towards improved attitudes towards UV exposure and skin cancer with a reduction in agreement that respondents “like to tan” (pre 60.4% vs post 55.6%), that “a tanned person looks more healthy” (55.8% vs 52.7%) or attractive (49.0% vs 43.7%). There was also a trend towards improved knowledge of skin cancer prevention, with greater awareness that skin cancer is the most common form of cancer (28.5% vs. 39.3% answered ‘True’) and that melanoma is most serious (49.4% vs. 55.5%).
Conclusions: Public health messages on SM reached over 23% of the NI population and an internet survey uncovered that the campaign may have contributed to a trend in improved knowledge and attitudes towards skin cancer among the target population. Findings suggest humour and shocking messages generate greatest impressions and engagement, but that informative messages were likely to be shared most.
Implications for research and/or practice: SM is an inexpensive, effective method for delivering public health messages. The extent of any behaviour change as a result of the campaign remains to be explored, however the trend in change of attitudes and knowledge is promising.