Rapidly developing communications materials during public health emergencies: the Âu Cơ campaign in the USA.
Rapidly developing communications materials during public health emergencies: the Âu Cơ campaign in the USA.
复制标题
突发公共卫生事件期间快速开发的传播材料：美国的“Áu CÆ¡”运动。
DOI：
10.1093/heapro/daad198
复制
发表时间：
2024
影响因子：
2.7
通讯作者：
Do,Mai
中科院分区：
文献类型：
--
作者：
Meekers,Dominique;Pham,NhuNgocK;Tran,Cam-Thanh;VanLandingham,MarkJ;Do,Mai
在突发公共卫生事件期间，需要迅速提供卫生传播材料以控制疫情，这妨碍了使用标准方法从目标受众那里获得反馈。我们提出了一个策略，以快速获得社区反馈的新的卫生传播材料在突发公共卫生事件。我们以美国一个越南裔美国人聚居区的COVID-19测试活动为例。该项目包括以社区为基础的COVID-19检测和宣传活动，以提高检测中心的意识并鼓励频繁检测。我们的战略包括两个主要组成部分：（i）利用与社区有现有信任关系的研究团队，其中包括来自该社区的研究人员;（ii）利用社区把关人和文化经纪人共同设计传播材料。我们制作宣传册及海报，以提高对COVID-19检测服务的认识。文化经纪人和社区合作伙伴确定了突出的信息概念，并与研究人员合作确定了材料的目标和内容，然后由整个团队进行审查。代替标准的预测试，我们依赖于对材料模型的反馈，以及来自社区守门人和文化经纪人的后续修订。我们的策略在迫切需要传播新材料和需要社区投入之间取得平衡。一个关键的结论是，必须在危机发生之前很久就开始对突发公共卫生事件进行有效规划。
During public health emergencies, health communication materials to contain the outbreak are needed promptly, which prevents the use of standard approaches for getting feedback from the intended audience. We propose a strategy for rapidly obtaining community feedback on new health communication materials during the public health emergencies. We illustrate this with COVID-19 testing campaign in a Vietnamese–American enclave in the USA. The project included community-based COVID-19 testing and communication activities to increase the awareness of the testing centers and encourage frequent testing. Our strategy involves two main components: (i) use of a research team with an existing trust relationship with the community and that includes researchers from that community and (ii) co-design of communication materials using community-based gatekeepers and a cultural broker. We developed brochures and posters to increase the awareness of the COVID-19 testing services. The cultural broker and community-based partners identified salient message concepts and worked with the researchers to define the objectives and content of the materials, which were then reviewed by the entire team. In lieu of standard pretesting, we relied on feedback on mockups of the materials and subsequent revisions from the community-based gatekeepers and cultural broker. Our strategy strikes a balance between the need to urgently disseminate new materials and the need for community input. One key takeaway is that effective planning for public health emergencies must start long before the crisis occurs.