Say Yes! COVID Test: A Health Communication Campaign to Encourage Use of Rapid, At-Home Antigen Testing in Underserved and Historically Marginalized Communities.
Say Yes! COVID Test: A Health Communication Campaign to Encourage Use of Rapid, At-Home Antigen Testing in Underserved and Historically Marginalized Communities.
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DOI：
10.1177/00469580221146046
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发表时间：
2023-01
影响因子：
1.7
通讯作者：
Cohen-Wolkowiez, Michael
中科院分区：
文献类型：
--
作者：
Singler, Lindsay;Uhlenbrauck, Gina;Corbie-Smith, Giselle;Richmond, Al;Hattem, Amy;Linney, Kristen;Cohen-Wolkowiez, Michael
关键词：
本文介绍了一个强大的健康传播活动，支持说是！COVID Test是美国国立卫生研究院（NIH）发起的首个倡议，旨在促进社区范围内的家庭快速抗原检测，以检测导致COVID-19大流行的严重急性呼吸道综合征-冠状病毒2（SARS-CoV-2）。健康宣传活动的主要目标是提高当地居民对该计划的认识，促进检测试剂盒的分发，并鼓励经常使用检测试剂盒。为了计划和实施该活动，该团队应用了社会营销的原则。重点人口是北卡罗来纳州（格林维尔、皮特县）和田纳西州（查塔努加、汉密尔顿县）选定社区的成年居民，重点是服务不足和历史上被边缘化的人口。在加速规划阶段之后，除了公共关系和有机社交媒体之外，该活动还包括数字、户外、电视和广播广告。总的来说，这项活动加上我们的基层社区参与努力，促进了在两个社区分发66035个检测试剂盒，或超过160万个家庭检测。Facebook广告在推动在线检测试剂盒订单方面最成功（皮特县的转化率为7.9%;查塔努加的转化率为8.1%），尽管采用了各种营销渠道，使其能够覆盖多个亚群。市场研究数据表明，高方案的认识，但在测试低吸收。从活动规划和实施中吸取的经验教训可以为未来的公共卫生举措提供信息，包括选择适当的营销组合以提高认识，以及与社区合作伙伴和当地卫生部门合作以确保成功执行计划。
This paper describes a robust health communication campaign that supported Say Yes! COVID Test, the first National Institutes of Health (NIH)-sponsored initiative promoting community-wide, at-home, rapid antigen testing for severe acute respiratory syndrome—coronavirus 2 (SARS-CoV-2), the cause of the COVID-19 pandemic. The primary goals of the health communication campaign were to promote awareness of the program among local residents, facilitate test kit distribution, and encourage frequent test kit use. To plan and implement the campaign, the team applied principles of social marketing. The populations of focus were adult residents of selected communities in North Carolina (Greenville, Pitt County) and Tennessee (Chattanooga, Hamilton County), with an emphasis on underserved and historically marginalized populations. Following an accelerated planning phase, the campaign included digital, out-of-home, television, and radio advertising, in addition to public relations and organic social media. Collectively, this campaign coupled with our grassroots community engagement efforts facilitated the distribution of 66 035 test kits across both communities, or more than 1.6 million at-home tests. Facebook ads were the most successful in driving online test kit orders (7.9% conversion rate in Pitt County; 8.1% conversion rate in Chattanooga), although employing a variety of marketing channels enabled reach across multiple subpopulations. Market research data indicated high program awareness but low uptake in testing. Lessons learned from campaign planning and implementation can inform future public health initiatives, including selecting the appropriate marketing mix to facilitate awareness, and collaborating with community partners and local health departments to ensure successful program execution.
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影响因子：
3.2
作者：
Frnda J;Durica M
通讯作者：
Durica M
影响因子：
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作者：
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通讯作者：
Wood, Matthew
影响因子：
4.5
作者：
Watson D;Baralle NL;Alagil J;Anil K;Ciccognani S;Dewar-Haggart R;Fearn S;Groot J;Knowles K;Meagher C;McGrath C;Muir S;Musgrove J;Glyn-Owen K;Woods-Townsend K;Mortimore A;Roderick P;Baird J;Inskip H;Godfrey K;Barker M
通讯作者：
Barker M
DOI：
10.1186/s13012-016-0422-6
发表时间：
2016-05-06
期刊：
Implementation science : IS
影响因子：
--
作者：
Breuer E;Lee L;De Silva M;Lund C
通讯作者：
Lund C
DOI：
10.1038/s41576-021-00360-w
发表时间：
2021-07
期刊：
Nature reviews. Genetics
影响因子：
--
作者：
Mercer TR;Salit M
通讯作者：
Salit M