Hashtag HPV: Engaging parents through social media to increase HPV vaccination

项目摘要/摘要 美国约有8000万人--约四分之一--感染了人类 乳头瘤病毒(HPV)。HPV可以致癌，目前有预防癌症相关菌株的疫苗。 支持疫苗有效性和安全性的证据是强有力的，疫苗的可获得性很普遍；然而 覆盖率继续低于80%的国家目标(2017年为48.6%)。了解面临的障碍 疫苗接受度，特别是与父母抵抗力和他们的信息需求有关的接受度，是关键 加强青少年的疫苗接种。向父母传达证据，并让他们参与进来 通过叙事策略可以解决决策过程中的一些障碍。家长使用 社交媒体作为一种重要的育儿工具和健康信息的有用来源。2015年，75%的家长 使用社交媒体，其中四分之一使用Twitter-相当于数百万家长用户。我们知道，使用 用于监测的社交媒体数据已经对公共卫生产生了早期影响。然而，尚不清楚的是 使用大规模社交媒体数据为有针对性的社交媒体干预提供支持的有效性 HPV疫苗接种率。这项研究将通过评估创新的 以叙事为重点的干预旨在交流有关HPV疫苗的证据和信息 使用社交媒体作为健康信息来源的父母。这种方法是通过叙事参与来实现的。 一种理论，它假定叙事通过讲故事来增强知识，并通过利用 同理心、认同感和运输感。我们将评估我们基于Twitter的试点项目的效果 一项随机对照试验的干预，该试验将招募600名9-14岁儿童的父母/照顾者，他们的 儿童(REN)尚未开始接种疫苗系列。我们的中心假设是，接触到以叙事为中心的 示范信息将导致更大的接种意向，从而提高疫苗接种率。 干预组与对照组中接受非叙事性HPV疫苗接种的父母进行比较 信息(即为Twitter开发的现有HPV疫苗信息)。我们将使用基于Twitter的 社区咨询委员会、虚拟焦点小组和HPV开发的现有Twitter消息 举行圆桌会议，通报以叙事为重点的信息发展。拟议的研究将涉及三个具体的 目标：1)利用现有的在线传播，开发以叙事为重点的HPV疫苗传播的科学范例 推特上的消息和社区参与度；2)量化参与度、接种意向、 以及接触以叙事为重点的科学样本的父母和父母之间的自我报告疫苗接种 接触非叙事性科学信息；3)收集和分析纵向参与者元数据，以 测量研究期间的Twitter活动。这项研究将对癌症预防领域产生普遍影响 和HPV疫苗接种，特别是通过建立以叙事为重点的卫生宣传运动的有效性 在社交媒体上，使用基于Twitter的家长参与策略。

PROJECT SUMMARY/ABSTRACT Approximately 80 million people in the United States – or about one in four – are infected with human papillomavirus (HPV). HPV can cause cancer and there are vaccines that protect against cancer-related strains. Evidence supporting vaccine efficacy and safety is robust, and vaccine availability is widespread; however coverage rates continue to fall short of the national goal of 80% (48.6% in 2017). Understanding the barriers to vaccine acceptance, particularly related to parent resistance and their informational needs, is key to strengthening vaccine uptake among adolescents. Communicating evidence to parents and engaging them through narrative strategies may address some of the barriers during the decision-making process. Parents use social media as an important parenting tool and useful source for health information. In 2015, 75% of all parents used social media, and of these 1 in 4 used Twitter – equating to millions of parent users. We know that using social media data for surveillance has had early impact in public health. However, what is not known is the effectiveness of using large-scale social media data to inform a targeted social media intervention to support HPV vaccine uptake. This study will advance the growing field by evaluating the efficacy of an innovative narrative-focused intervention designed to communicate evidence and information about the HPV vaccine for parents who use social media as a health information source. The approach is informed by narrative engagement theory that posits narratives strengthen knowledge and promote engagement through storytelling by tapping into feelings of empathy, identification, and transportation. We will evaluate the efficacy of our Twitter-based pilot intervention in a randomized controlled trial that will enroll 600 parents/caregivers of children ages 9-14, whose child(ren) has not started the vaccine series. Our central hypothesis is that exposure to narrative-focused exemplar messages will lead to greater intention to vaccinate, and subsequently increased rates of vaccination in the intervention group compared to parents in the comparison group, who receive non-narrative HPV vaccine information (i.e., existing HPV vaccine information developed for Twitter). We will use a Twitter-based Community Advisory Board, virtual focus groups, and existing Twitter messages developed by the HPV Roundtable to inform narrative-focused message development. The proposed study will address three specific aims: 1) Develop narrative-focused scientific exemplars for HPV vaccine communication utilizing existing online messages and community engagement on Twitter; 2) Quantify differences in engagement, intention to vaccinate, and self-reported vaccination between parents exposed to the narrative-focused scientific exemplars and parents exposed to non-narrative scientific messages; 3) Collect and analyze longitudinal participant metadata to measure Twitter activity during the study period. This study will impact the field of cancer prevention generally and HPV vaccination specifically by establishing the efficacy of narrative-focused health messaging campaign on social media, using a Twitter-based parent-engagement strategy.