Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria
The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in...
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Published in | PloS one Vol. 18; no. 9; p. e0290757 |
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Main Authors | , , , , , , , , |
Format | Journal Article |
Language | English |
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15.09.2023
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Abstract | The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in promoting or inhibiting not only COVID vaccination, but other routine vaccinations as well. The aim of this study was to conduct a national-level quasi-experimental evaluation of a social media based COVID-19 vaccination promotion campaign in Nigeria run in 2022. We followed a longitudinal cohort of Nigerians (at baseline) drawn from all 37 states in Nigeria over a 10-month period. This was done at 3 time points to evaluate psychosocial predictors of vaccination and vaccination outcomes following a theory of change based on Diffusion of Innovations, Social Norms Theory, and the Motivation, Opportunity, Ability (MOA) Framework. In a quasi-experimental design, participants in 6 Nigerian states where the social media campaign was run (treatment) were compared to participants from non-treatment states. This study highlights new social media-based data collection techniques. The study found that vaccination rates increased in treatment states compared to non-treatment states, and that these effects were strongest between baseline and first follow up (December 2021 to March 2022). We also found that more pro-vaccination social norms at one time point are associated with higher vaccination rates at a later time point. Social media campaigns are a promising approach to increasing vaccination at scale in LMICs, and social norms are an important factor in promoting vaccination, which is consistent with the Social Norms Theory. We describe implications for future vaccination campaigns and identify future research priorities in this area. |
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AbstractList | The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in promoting or inhibiting not only COVID vaccination, but other routine vaccinations as well. The aim of this study was to conduct a national-level quasi-experimental evaluation of a social media based COVID-19 vaccination promotion campaign in Nigeria run in 2022. We followed a longitudinal cohort of Nigerians (at baseline) drawn from all 37 states in Nigeria over a 10-month period. This was done at 3 time points to evaluate psychosocial predictors of vaccination and vaccination outcomes following a theory of change based on Diffusion of Innovations, Social Norms Theory, and the Motivation, Opportunity, Ability (MOA) Framework. In a quasi-experimental design, participants in 6 Nigerian states where the social media campaign was run (treatment) were compared to participants from non-treatment states. This study highlights new social media-based data collection techniques. The study found that vaccination rates increased in treatment states compared to non-treatment states, and that these effects were strongest between baseline and first follow up (December 2021 to March 2022). We also found that more pro-vaccination social norms at one time point are associated with higher vaccination rates at a later time point. Social media campaigns are a promising approach to increasing vaccination at scale in LMICs, and social norms are an important factor in promoting vaccination, which is consistent with the Social Norms Theory. We describe implications for future vaccination campaigns and identify future research priorities in this area. |
Audience | Academic |
Author | Long, Michael Ndiaye, Khadidiatou Bingenheimer, Jeffrey B Agha, Sohail Evans, W. Douglas Rao, Nandan M Nsofor, Ifeanyi Donati, Dante Akaba, Selinam |
AuthorAffiliation | 5 Global Health Visions, Seattle, Washington, United States of America 4 Family Health Initiative, Abuja, Nigeria 1 Milken Institute School of Public Health, The George Washington University, Washington, DC, United States of America 2 School of Business, Columbia University, New York, New York, United States of America 3 Virtual Lab LLC, Corvallis, Oregon, United States of America Lahore Medical and Dental College, PAKISTAN |
AuthorAffiliation_xml | – name: 4 Family Health Initiative, Abuja, Nigeria – name: 2 School of Business, Columbia University, New York, New York, United States of America – name: 3 Virtual Lab LLC, Corvallis, Oregon, United States of America – name: 1 Milken Institute School of Public Health, The George Washington University, Washington, DC, United States of America – name: 5 Global Health Visions, Seattle, Washington, United States of America – name: Lahore Medical and Dental College, PAKISTAN |
Author_xml | – sequence: 1 fullname: Evans, W. Douglas – sequence: 2 fullname: Bingenheimer, Jeffrey B – sequence: 3 fullname: Long, Michael – sequence: 4 fullname: Ndiaye, Khadidiatou – sequence: 5 fullname: Donati, Dante – sequence: 6 fullname: Rao, Nandan M – sequence: 7 fullname: Akaba, Selinam – sequence: 8 fullname: Nsofor, Ifeanyi – sequence: 9 fullname: Agha, Sohail |
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CitedBy_id | crossref_primary_10_1136_bmj_2023_076542 crossref_primary_10_1016_j_socscimed_2024_117031 crossref_primary_10_7189_jogh_14_05018 |
Cites_doi | 10.1016/j.vaccine.2015.04.041 10.1038/s41598-022-17430-6 10.1186/s12889-022-13530-0 10.1111/1758-5899.12880 10.3389/fpubh.2022.834545 10.3390/ijerph17041153 10.3390/vaccines10081190 10.1093/heapro/day017 10.3389/fmicb.2020.00372 10.1111/j.1468-2885.2006.00003.x 10.1002/9781119482260 10.3390/vaccines10081261 10.1016/j.vaccine.2014.01.081 10.1136/archdischild-2020-318988 10.1016/j.vaccine.2015.04.036 10.1016/j.vaccine.2015.04.037 10.1002/sim.4067 10.2196/31889 10.3389/fpubh.2021.698111 10.1371/journal.pone.0208601 10.1111/j.1468-2885.2005.tb00329.x 10.1136/bmj.n2923 10.1016/j.jadohealth.2019.01.001 10.7189/jogh.11.05027 10.1111/jgs.17136 10.1016/S0065-2601(08)60330-5 |
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Copyright | COPYRIGHT 2023 Public Library of Science 2023 Evans et al. This is an open access article distributed under the terms of the Creative Commons Attribution License: http://creativecommons.org/licenses/by/4.0/ (the “License”), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. 2023 Evans et al 2023 Evans et al 2023 Evans et al. This is an open access article distributed under the terms of the Creative Commons Attribution License: http://creativecommons.org/licenses/by/4.0/ (the “License”), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. |
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SubjectTerms | Advertising campaigns Biology and Life Sciences Computer and Information Sciences COVID-19 COVID-19 vaccines Data collection Design of experiments Digital media Earth Sciences Evaluation Experimental design Immunization Influence Medicine and Health Sciences Norms Pandemics People and Places Public health Public health administration Role models Social media Social networks Social norms Social Sciences Vaccination Vaccines |
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Title | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
URI | https://www.proquest.com/docview/2865289358 https://search.proquest.com/docview/2865781137 https://pubmed.ncbi.nlm.nih.gov/PMC10503765 https://doaj.org/article/76b2f546f40946baa19ad3c07f53ae78 http://dx.doi.org/10.1371/journal.pone.0290757 |
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