Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing
Health comunication is a critical component of pandemic mitigation, but mainstream prevention messaging often lacks social, cultural and linguistic relevance to vulnerable populations. This community case study presents a novel, highly participatory pandemic prevention communication campaign that en...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-05-01
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| Series: | Frontiers in Public Health |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpubh.2022.866134/full |
| _version_ | 1828816379027914752 |
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| author | Miriam Glennie Michelle Dowden Mark Grose Meg Scolyer Alessandra Superina Karen Gardner |
| author_facet | Miriam Glennie Michelle Dowden Mark Grose Meg Scolyer Alessandra Superina Karen Gardner |
| author_sort | Miriam Glennie |
| collection | DOAJ |
| description | Health comunication is a critical component of pandemic mitigation, but mainstream prevention messaging often lacks social, cultural and linguistic relevance to vulnerable populations. This community case study presents a novel, highly participatory pandemic prevention communication campaign that engaged individuals in remote Aboriginal communities of the Northern Territory of Australia directly in prevention messaging via crowdsourcing, and distributed videos to remote area post-codes via targeted Facebook advertising. Facebook metrics, administrative campaign data and national statistics are used to assess campaign reach and engagement. The case study discusses lessons learned from the campaign, including how seeking unscripted COVID-19 prevention video messaging can support community ownership of pandemic messaging, rapid content generation, and a high level of Facebook user engagement. It also discusses the effectiveness of targeting remote area post-codes via Facebook advertising both to reach the target audience, and to support quality improvement assessments to inform health communication decision-making in a low resource setting. |
| first_indexed | 2024-12-12T11:02:07Z |
| format | Article |
| id | doaj.art-c243df0774814ecb977a79b516b3d5e0 |
| institution | Directory Open Access Journal |
| issn | 2296-2565 |
| language | English |
| last_indexed | 2024-12-12T11:02:07Z |
| publishDate | 2022-05-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Public Health |
| spelling | doaj.art-c243df0774814ecb977a79b516b3d5e02022-12-22T00:26:30ZengFrontiers Media S.A.Frontiers in Public Health2296-25652022-05-011010.3389/fpubh.2022.866134866134Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via CrowdsourcingMiriam Glennie0Michelle Dowden1Mark Grose2Meg Scolyer3Alessandra Superina4Karen Gardner5Public Sector Research Group, University of New South Wales, Canberra, ACT, AustraliaOne Disease, Darwin, NT, AustraliaSkinnyfish, Darwin, NT, AustraliaOne Disease, Darwin, NT, AustraliaOne Disease, Darwin, NT, AustraliaPublic Sector Research Group, University of New South Wales, Canberra, ACT, AustraliaHealth comunication is a critical component of pandemic mitigation, but mainstream prevention messaging often lacks social, cultural and linguistic relevance to vulnerable populations. This community case study presents a novel, highly participatory pandemic prevention communication campaign that engaged individuals in remote Aboriginal communities of the Northern Territory of Australia directly in prevention messaging via crowdsourcing, and distributed videos to remote area post-codes via targeted Facebook advertising. Facebook metrics, administrative campaign data and national statistics are used to assess campaign reach and engagement. The case study discusses lessons learned from the campaign, including how seeking unscripted COVID-19 prevention video messaging can support community ownership of pandemic messaging, rapid content generation, and a high level of Facebook user engagement. It also discusses the effectiveness of targeting remote area post-codes via Facebook advertising both to reach the target audience, and to support quality improvement assessments to inform health communication decision-making in a low resource setting.https://www.frontiersin.org/articles/10.3389/fpubh.2022.866134/fullcrowdsourcingremote Aboriginal communitieshealth communicationCOVID-19social mediaIndigenous language |
| spellingShingle | Miriam Glennie Michelle Dowden Mark Grose Meg Scolyer Alessandra Superina Karen Gardner Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing Frontiers in Public Health crowdsourcing remote Aboriginal communities health communication COVID-19 social media Indigenous language |
| title | Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing |
| title_full | Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing |
| title_fullStr | Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing |
| title_full_unstemmed | Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing |
| title_short | Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing |
| title_sort | engaging remote aboriginal communities in covid 19 public health messaging via crowdsourcing |
| topic | crowdsourcing remote Aboriginal communities health communication COVID-19 social media Indigenous language |
| url | https://www.frontiersin.org/articles/10.3389/fpubh.2022.866134/full |
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