People with mixed sentiments typically displayed one of the following characteristics: 1 had tried HTS only a few times, 2 were against HTS but visited lounges, 3 had lots of peers who used hookah, 4 made conscious efforts to quit HTS, or 5 acknowledged negative effects but still supported HTS.
The algorithms made it easier to identify specific audience segments that public health officials could target in potential campaigns focused on HTS cessation. In addition to identifying behavioral patterns of target audiences, public health campaign strategists can benefit from evaluating the underlying drivers of such behavioral patterns.
For instance, learning about the beliefs, opinions, lifestyle, habits, interests, and perceptions of the target audience can explain why individuals behave in a certain way. Psychographic segmentation, a form of market segmentation, is a marketing technique that groups participants based on the drivers of behavioral patterns. For instance, one of the nonprofit leaders that we interviewed uses tools such as segmenting by neighborhood and analytics to understand their audiences from a psychographic perspective, learning about where their audiences shop and their spending habits.
A story from the Netherlands demonstrates how such segmentation can be a game changer for public health campaigns.
As part of its broader vaccine hesitancy campaign, the Netherlands Center for Media and Health used text mining on more than 10, vaccination-related tweets to identify online communities sharing like-minded beliefs on the subject. A total of seven online subgroups were identified: Dutch media, anti-establishment, health, nucleus, alternative media, farmers and vets, and Flemish media.
Of these communities, the health industry exhibited positive sentiments toward vaccination. This community also shared a general distrust toward doctors, scientists, and politicians. The nucleus community, representing politicians and professionals from both media and communication, showed mixed sentiments toward vaccination.
The Dutch and Flemish media communities rarely participated in vaccination-related discussions. Personalizing content for different audiences is a first step toward targeted messaging.
For instance, in a campaign targeting individuals who vape, the message could be tailored differently for those who are already trying to quit as compared to those chatting about the cool mango-flavored vape they just tried. The same messaging and outreach may not resonate with both groups.
By ensuring messages are targeted to the right person at the right time, strategists can increase engagement, attain greater audience recall, and drive further participation in the campaign, stimulating the desired behavior change. However, there is no one-size-fits-all approach.
Public health leaders should select campaign methods that best suit their needs on a case-by-case basis. It is about making people act and how do we do so is harnessing basically the most innovative and cutting-edge practices from media marketing and tech and applying them to the social good.
Key personalization strategies that campaign strategists should have in their toolkits include developing interventions grounded in relevant health behavior theories, following a human-centered approach, and collaborating with culturally relevant influencers. Behavioral interventions should be planned out and built upon robust theoretical foundations. Behavior change theories offer frameworks for researchers to understand the determinants of health behaviors. Campaigns aiming to influence behavior can use interventions backed by relevant behavior change theories to drive change.
Grounded in established behavioral theories, the app identified low-effort and frequent physical activities e. For instance, to address stationary behavior, the app algorithms generated prompts such as walking three steps for every hour spent in a sedentary position.
Such low-effort prompts were intended to push users into action even when their motivation was low. A preliminary evaluation of the research indicated that a significant percentage of the app users engaged in more physical exercise. Rooting campaigns in behavioral theories becomes even more important when addressing concerns that involve potential stigmas such as mental health, sexual health, and opioids use disorders.
While internet- or mobile-based interventions are becoming more common methods to address such health concerns, audience uptake remains low as those with sensitive health issues typically prefer in-person interactions.
Digital interventions that mimic human behavior can fill in the gaps in such cases that would otherwise require in-person intervention. For instance, AI-based conversational tools that mirror face-to-face human dialogue can reach out to audiences that might be reluctant to seek support. These automated nonhuman agents can act as a substitute to in-person interactions while providing a space for unrestrained dialogue. A randomized controlled trial conducted at Stanford University tested the feasibility of an AI-based automated conversational agent to deliver cognitive behavioral therapy for reducing anxiety and depression in a sample of American college students aged 18 years and above.
As measured by a nine-item health questionnaire PHQ-9 , the study reported a significant reduction in depression after two weeks for students who engaged with the chatbot. Despite the efficacy that digital interventions promise, the human element remains an essential component of public health campaigns. In fact, one research study found that individuals with similar beliefs were more likely to engage intensely with their community members than with outside entities.
Human-centered design is an approach to problem-solving that incorporates human perspectives at all stages. It involves developing a deep empathy with the target audience, understanding their perspectives and barriers, collaboratively ideating, as well as rapidly prototyping and iterating those ideas with the users.
Human-centered design approaches to personalizing public health communication have been growing in popularity globally. Some campaigns enhance their influence by combining a human-centered design approach with a community-based participatory research approach in which researchers and community members collaboratively work on all research aspects ranging from study design to analysis.
This method is designed to ensure audience voices are incorporated throughout the process. Community participation in developing public health campaigns increases responsivity to issues that are unique to each community, such as sociodemographic profile, cultural composition, and influence of local norms on behavior.
Social influencers have emerged at the forefront of many public health campaigns, helping to shift perceptions and health behaviors. From addressing eating disorders in adolescents to instilling positive attitudes toward the influenza vaccine, influencers have helped drive greater impressions and engagement using social media.
While an influencer can be well-known, an effective messenger does not have to be a celebrity or prominent individual. Some public health campaigns rely on what are commonly referred to as microinfluencers , especially while targeting hard-to-reach communities. Microinfluencers, as the name suggests, have a niche group of followers in specific geographies and can build trusting relationships with their followers who are often concentrated in a specific community.
For this campaign, a microinfluencer was defined as someone with —10, followers on at least one social media account. With the help of user-generated content from these influencers, the campaign reached out to target audiences in the identified areas. Advertising is often imprecise in its attempt to grab audience attention, requiring multiple iterations before finding messaging that demonstrably influence audiences.
Even if a public health message is shared in the right context, it may or may not resonate with a particular audience at a particular moment in time. This is where digital methods shine: while a static message on television or radio has only one chance for success, digital messaging can be evaluated throughout implementation and rapidly and continuously improved upon based on audience reactions.
Monitoring outcomes during implementation is increasingly possible with the analytic capabilities that accompany digital methods. Advanced analytics, sometimes on a real-time basis, can assess how well messages perform with particular audiences, identify facets of messaging that need revision, or even spotlight messaging that is successful in surprising ways and worthy of replication elsewhere.
The ability to continuously evaluate messaging performance toward campaign goals allows for course correction and may result in quality improvements to campaigns. However, strategists should bear in mind two important things when using evidence to adjust interventions during implementation. First, strategists should select metrics that align with the campaign objectives. Selecting appropriate metrics for evaluating campaign impact depends on the goals and objectives of the campaign. Does the campaign aim to raise awareness, address misinformation, change interactions, or influence behavior?
Evaluating behavior change using digital metrics is, however, particularly challenging. If a public health campaign aims to change behavior, campaign strategists will need to specify the call to action at the outset to accurately assess outcomes later.
Focus group discussions, social media survey questionnaires, or omnibus surveys surveys that collect and examine information on a number of unrelated subjects and can be used by multiple research clients using website voting buttons can complement more modern metrics such as likes, shares, and comments, and can add to the accuracy of evaluating impact.
As the internet has become a primary source of information for consumers, misinformation online has become increasingly problematic. Especially during this ongoing pandemic—when so much of our discourse occurs online—it can be difficult for consumers to critically evaluate and identify false information. By sharing two or more versions of messages with a randomly selected audience, agencies can determine the one that resonates the most based on predefined criteria, including clicks, likes, or data shared.
Marketing and advertising giants—as well as health researchers—have increasingly used AI and machine learning to determine which content or theme participants will likely connect with the most. Women, on the other hand, related more with advertisements that underscored the health effects of smoking. Public health campaigns, when designed and implemented carefully, can influence perceptions, attitudes, and even behavior to achieve a desired goal.
The rise of digital technologies and a surge in digital health data have created additional avenues for public health agencies to get to know their target audiences, personalize communication to each audience subgroup, and evaluate impact during implementation.
By combining technology with human input such as influencers , public health leaders are able to communicate with hard-to-reach communities. Digital-first campaigns could empower public health agencies with an expanded communications toolkit that can amplify impact while optimizing resources.
To effectively channel digital campaigns in their communication strategies, public health leaders should consider the following:. Employing some or all of these strategies should help future campaigns bridge the gap between approaches that have worked in the past and newer solutions that could help future campaigns more effectively listen to and reach its target audiences and change behavior to meet public health goals.
William D. The authors would like to thank Kannan D. Thirumalai from the Deloitte Center for Government Insights for his research contribution. For more than 45 years, Deloitte state health and human services professionals have worked side by side with state agencies. Our mission is to help you achieve your mission—protecting and improving the health, safety, and well-being of our fellow citizens. We are focused on helping you improve efficiency, effectiveness, and accountability of state services and benefits.
Our breadth of offerings includes: eligibility and service integration, state health care, child welfare, childcare and early learning, and many others. NIHR is the nation's largest funder of health and care research and provides the people, facilities and technology that enables research to thrive.
Browse content My favourites 0. Why was this study needed? What does current guidance say Favourite Print Share Share via Facebook LinkedIn Twitter Email. Mixed evidence shows some impact of mass media campaigns promoting tobacco control, physical activity and sexual health Published on 23 July doi: What did this study do?
What did it find? Thirty-six systematic reviews assessed the effectiveness of media campaigns, mostly smoking 12 reviews , sexual health 9 and physical activity 7 reviews. There was evidence that tobacco control campaigns increase the intention to quit smoking, but evidence was conflicting on whether this resulted in behaviour change.
Media campaigns were shown to raise awareness around physical activity, with some evidence this may result in behaviour change such as reduced sedentary time, increased walking and use of stairs.
However, it was uncertain whether they increase physical activity levels overall. Media campaigns generally had positive effects on sexual health, improving awareness and knowledge, increasing condom use and use of sexual health services. There was very limited evidence that media campaigns improve diet and reduce substance use. There were no systematic reviews of alcohol campaigns. The review of 24 primary studies found evidence that alcohol campaigns can be recalled by the public and increase awareness around the risks of alcohol and recommended units.
However, there was little evidence that exposure to media campaigns is associated with reduced alcohol consumption.
Twenty cost-effectiveness reviews were identified: eight on smoking campaigns, others on sexual health, diet and activity and multiple behaviours. There was moderate evidence that mass media campaigns for tobacco control are cost-effective. There was also weak evidence that campaigns to increase physical activity and reduce salt intake can be cost-effective.
However, the reviews found no studies had assessed whether sexual health campaigns were cost-effective. Looking at programme characteristics, several reviews found that longer duration or higher intensity campaigns had greater effectiveness mostly in relation to tobacco and sexual health.
There was some evidence that negative messages, pushing the health risks, are effective, but it was unclear whether this is better than positive messages. There was also evidence that media campaigns affect population groups differently. Smoking and drug campaigns, in particular, were found to have the greatest impact on children and young people. Gearing campaigns towards the target audience may be most effective. What does current guidance say on this issue?
What are the implications? Bibliography NICE. Commentaries Expert commentary The key benefits of this research are in how it helps us understand which kind of campaigns might be effective in which circumstances. Frank de Vocht, Reader in Epidemiology and Public Health, University of Bristol The commentator declares collaborating on another study with one of the co-authors.
Categories Alerts Collections Themed Reviews. Follow us. If they look like one another, people may become confused about the health message being communicated to them. Campaigns need to stand out and cut through visual clutter so that it is easy for the public to recognise the campaign and the behaviour change it is promoting. By campaigns we mean a single campaign which runs for a few weeks to a couple of years e. We recommend using a range of distinctive assets to allow for creative flexibility across different media e.
Examples of distinctive assets that have been used in public health campaigns in Australia include:. NB: to increase the chance of your campaign reaching more people, we recommend using more than one type of media. However, finding good examples of public health campaigns is more challenging. Most campaigns in the public health space have, unfortunately, fallen short on at least one of the rules. Sid has also demonstrated being sun smart across various outdoor activities.
Each new campaign has built on the previous one and The Cancer Council has developed strong distinctive assets and built mental availability. Importantly, the campaign has contributed to the prevention of skin cancer. In contrast, recent federally funded national campaigns aimed at promoting a healthy diet have missed the opportunity to build mental availability.
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