Designing and Implementing an Educational Social Media Campaign to Increase HPV Vaccine Awareness among Men on a Large College Campus

Background: The human papillomavirus (HPV) causes an estimated 11,600 males to contract HPV-associated cancers in the U.S. every year. Purpose: We describe the generalized results of a social media marketing campaign. The aim was to identify predictors of self-reported HPV vaccine uptake and target...

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Bibliographic Details
Published in:American journal of health education 2020-03, Vol.51 (2), p.87-97
Main Authors: Hughes, Connor T., Kirtz, Susan, Ramondetta, Lois M., Lu, Qian, Cho, Dalnim, Katzin, Charlotte, Kahlor, Lee Ann
Format: Article
Language:English
Subjects:
Beliefs
Cancer
Chronic illnesses
College campuses
College Students
Colleges & universities
Digital media
Education
Educational Practices
Evidence Based Practice
Health Behavior
Health care facilities
Health Education
Human papillomavirus
Immunization Programs
Information Seeking
Intervention
Learner Engagement
Males
Marketing
Material Development
Observational studies
Outreach Programs
Polls & surveys
Self Efficacy
Sexually Transmitted Diseases
Social Media
Social networks
Student Attitudes
Student Participation
Students
Vaccines
Video Technology
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Summary:Background: The human papillomavirus (HPV) causes an estimated 11,600 males to contract HPV-associated cancers in the U.S. every year. Purpose: We describe the generalized results of a social media marketing campaign. The aim was to identify predictors of self-reported HPV vaccine uptake and target these predictors in a health education campaign for males on a large college campus. Methods: We conducted an observational cohort study that recorded surveys from 90 college males then analyzed these results to inform the implementation of a campus-wide social media campaign. The survey had good internal consistency (α = 0.83) and assessed the Health Belief Model and Theory of Planned Behavior. Results: The campaign reached an estimated 2,200 students with in-person presentations, 12,000 students with two student newspaper articles, and over 17,000 views of its three-part social media video series, which was shared 197 times by students and organizations at the university. After the campaign, our cohort survey demonstrated three of five health beliefs targeted had significantly improved: perceived susceptibility (p
ISSN:1932-5037
2168-3751
DOI:10.1080/19325037.2020.1722297