An online advertising intervention to increase adherence to stay-at-home-orders during the COVID-19 pandemic: An efficacy trial monitoring individual-level mobility data.
An online advertising intervention to increase adherence to stay-at-home-orders during the COVID-19 pandemic: An efficacy trial monitoring individual-level mobility data.
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DOI：
10.1016/j.jag.2022.102752
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发表时间：
2022-04
期刊：
影响因子：
--
通讯作者：
Young SD
中科院分区：
文献类型：
--
作者：
Garett RR;Yang J;Zhang Q;Young SD
COVID-19 大流行导致公共卫生部门发布了多项命令和建议，以降低与 COVID-19 相关的发病率和死亡率。然而，由于各种原因，包括缺乏充分监测和影响行为改变的能力，对这些健康命令和建议的遵守情况一直不佳。从2020年4月29日开始，在各州州长首次发布居家令期间，我们进行了干预，向人们的手机发送在线网站和移动应用程序广告，鼓励他们遵守居家令。使用个人手机移动数据监控 2020 年 4 月 29 日至 2020 年 5 月 10 日期间遵守居家令的情况。美国 5 个地区的移动设备被随机分配，要么接收我们研究团队建议他们留在家里以保持安全的广告（干预组），要么接收来自其他广告商的标准广告（对照组）。与仅接收标准企业广告（即不接收公共卫生广告以待在家里）的对照组设备相比，接收公共卫生广告以待在家里的（干预组）设备表现出客观测量的待在家里的依从性增加（即较小的回转半径、平均旅行距离和较大的待在家里的比率）。结果表明：1）使用移动数据来评估在线广告干预的效果是可行的，2）在线广告是提高对政府/公共卫生居家令遵守率的潜在有效方法。
The COVID-19 pandemic has led public health departments to issue several orders and recommendations to reduce COVID-19-related morbidity and mortality. However, for various reasons, including lack of ability to sufficiently monitor and influence behavior change, adherence to these health orders and recommendations has been suboptimal. Starting April 29, 2020, during the initial stay-at-home orders issued by various state governors, we conducted an intervention that sent online website and mobile application advertisements to people’s mobile phones to encourage them to adhere to stay-at-home orders. Adherence to stay-at-home orders was monitored using individual-level cell phone mobility data, from April 29, 2020 through May 10, 2020. Mobile devices across 5 regions in the United States were randomly-assigned to either receive advertisements from our research team advising them to stay at home to stay safe (intervention group) or standard advertisements from other advertisers (control group). Compared to control group devices that received only standard corporate advertisements (i.e., did not receive public health advertisements to stay at home), the (intervention group) devices that received public health advertisements to stay at home demonstrated objectively-measured increased adherence to stay at home (i.e., smaller radius of gyration, average travel distance, and larger stay-at-home ratios). Results suggest that 1) it is feasible to use mobility data to assess efficacy of an online advertising intervention, and 2) online advertisements are a potentially effective method for increasing adherence to government/public health stay-at-home orders.
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