背景:美国有超过100万人死于COVID-19。为了应对这场公共卫生危机,美国卫生与公众服务部于2021年4月发起了“我们可以做到这一点”的公共教育运动,以提高对疫苗的信心。该活动使用了数字组合,电视,打印,广播和户外频道,以达到目标受众。然而,这项运动对疫苗接种的影响尚未评估.
目的:我们的目标是通过评估“我们可以做到”COVID-19公共教育活动的数字印象与美国成年人首次接种COVID-19疫苗的可能性之间的关联来解决这一差距。
方法:从美国概率小组招募的3,642名成年人的全国代表性样本进行了关于COVID-19疫苗接种的三波调查(W1:2021年1月至2月;W2:2021年5月至6月;W3:2021年9月至11月),疫苗信心,和社会人口统计学。在此期间,调查数据与每周向每个受访者的媒体市场(指定市场区域[DMA])发送的付费数字活动印象合并。分析单位是调查受访者广播周,受访者由DMA嵌套。使用多级logit模型分析数据,该模型具有DMA和时间固定效应的不同截距。
结果:“我们可以做到”这项数字活动成功地鼓励了第一剂COVID-19疫苗接种。这些发现对多种建模规范都是稳健的,活动数字剂量变化的独立影响在所有模型中几乎保持不变。在给定的一周内,DMA级别的付费数字活动印象从30,000增加到30,000,使首次接种COVID19疫苗的可能性增加了125%。
结论:这项研究的结果提供了初步证据,证明了我们可以做这项运动对疫苗摄取的数字影响。HHS的规模和长度,我们可以做这项公共教育活动,使其处于独特的位置,可以研究数字活动对COVID-19疫苗接种的影响,这可能有助于为未来的疫苗宣传工作和更广泛的公众教育工作提供信息。这些结果表明,Campaign数字剂量与美国成年人的COVID-19疫苗接种量呈正相关;建议未来研究评估Campaign对降低COVID-19归因于的发病率和死亡率以及其他益处的影响。这项研究表明,数字渠道在COVID-19大流行应对中发挥了重要作用。数字外联可能是应对未来大流行的组成部分,甚至可以在应对非大流行公共卫生危机中发挥作用。
背景:
Over 1 million people in the United States have died of COVID-19. In response to this public health crisis, the US Department of Health and Human Services launched the We Can Do This public education campaign in April 2021 to increase vaccine confidence. The campaign uses a mix of digital, television, print, radio, and out-of-home channels to reach target audiences. However, the impact of this campaign on vaccine uptake has not yet been assessed.
We aimed to address this gap by assessing the association between the We Can Do This COVID-19 public education campaign\'s digital impressions and the likelihood of first-dose COVID-19 vaccination among US adults.
A nationally representative sample of 3642 adults recruited from a US probability panel was surveyed over 3 waves (wave 1: January to February 2021; wave 2: May to June 2021; and wave 3: September to November 2021) regarding COVID-19 vaccination, vaccine confidence, and sociodemographics. Survey data were merged with weekly paid digital campaign impressions delivered to each respondent\'s media market (designated market area [DMA]) during that period. The unit of analysis was the survey respondent-broadcast week, with respondents nested by DMA. Data were analyzed using a multilevel logit model with varying intercepts by DMA and time-fixed effects.
The We Can Do This digital campaign was successful in encouraging first-dose COVID-19 vaccination. The findings were robust to multiple modeling specifications, with the independent effect of the change in the campaign\'s digital dose remaining practically unchanged across all models. Increases in DMA-level paid digital campaign impressions in a given week from -30,000 to 30,000 increased the likelihood of first-dose COVID-19 vaccination by 125%.
Results from this study provide initial evidence of the We Can Do This campaign\'s digital impact on vaccine uptake. The size and length of the Department of Health and Human Services We Can Do This public education campaign make it uniquely situated to examine the impact of a digital campaign on COVID-19 vaccination, which may help inform future vaccine communication efforts and broader public education efforts. These findings suggest that campaign digital dose is positively associated with COVID-19 vaccination uptake among US adults; future research assessing campaign impact on reduced COVID-19-attributed morbidity and mortality and other benefits is recommended. This study indicates that digital channels have played an important role in the COVID-19 pandemic response. Digital outreach may be integral in addressing future pandemics and could even play a role in addressing nonpandemic public health crises.