The Science of Individuality and Tailored M-Health Communication

The era of the science of individuality promises to fully recognize the uniqueness of the individual who needs to be seen and treated with utter respect for his or her individuality. It will not be long until digitizing a person unlocks the cause for what is wrong, creating valuable knowledge that can save a life or markedly improve the quality of life. On the other hand, emerging m-health technologies provide fundamentally different ways of looking at tailored communication technology. As a result, tailored communications research is poised at a crossroads. It needs to both build on and break away from existing frameworks into new territory, realizing the necessary commitment to theory-driven research at basic, methodological, clinical, and applied levels. The chapter envisions tailored m-health communication in the context of the science of individuality, emphasizing the variability, stability, and centrality of the individual.

COVID-19 Vaccine Acceptance and Beliefs among Black and Hispanic Americans

The introduction of COVID-19 vaccines is a major public health breakthrough. However, members of US Black and Hispanic communities, already disproportionately affected by the COVID-19 virus, may be less willing to receive the vaccine. We conducted a broad, representative survey of US adults (N = 1,950) in order to better understand vaccine beliefs and explore opportunities to increase vaccine acceptance among these groups. The survey results suggested that Black and Hispanic individuals were less willing than Whites to receive the vaccine. US Blacks and Hispanics also planned to delay receiving the COVID-19 vaccine for a longer time period than Whites, potentially further increasing the risk of contracting COVID-19 within populations that are already experiencing high disease prevalence. Black respondents were less likely to want the COVID-19 vaccine at all compared with Whites and Hispanics, and mistrust of the vaccine among Black respondents was significantly higher than other racial/ethnic groups. Encouragingly, many Black and Hispanic respondents reported that COVID-19 vaccine endorsements from same-race medical professionals would increase their willingness to receive it. These respondents said they would also be motivated by receiving more information on the experiences of vaccine study participants who are of their own race and ethnicity. The results have implications for improved messaging of culturally-tailored communications to help reduce COVID-19 vaccine hesitancy among communities disproportionately impacted by the pandemic.

Applying Social Learning to Climate Communications—Visualising ‘People Like Me’ in Air Pollution and Climate Change Data

Technological approaches to carbon emission and air pollution data modelling consider where the issues are located and what is creating emissions. This paper argues that more focus should be paid to people—the drivers of vehicles or households burning fossil fuels (‘Who’) and the reasons for doing so at those times (‘Why’). We applied insights from social psychology (social identity theory and social cognitive theory) to better understand and communicate how people’s everyday activities are a cause of climate change and air pollution. A new method for citizen-focused source apportionment modelling and communication was developed in the ClairCity project and applied to travel data from Bristol, U.K. This approach enables understanding of the human dimension of vehicle use to improve policymaking, accounting for demographics (gender or age groups), socio-economic factors (income/car ownership) and motives for specific behaviours (e.g., commuting to work, leisure, shopping, etc.). Tailored communications for segmented in-groups were trialled, aiming to connect with group lived experiences and day-to-day behaviours. This citizen-centred approach aims to make groups more aware that ‘people like me’ create emissions, and equally, ‘people like me’ can take action to reduce emissions.

To Speak to Me, Address Us: Insights From LGBT Young Adults to Inform Public Education Campaigns

Draft advertising concepts were tested in a series of focus groups among 140 lesbian, gay, bisexual, and transgender (LGBT) young adults aged 18 to 24 in seven U.S. cities in 2015. In this secondary analysis of focus group transcripts, young adult responses to tested concepts belie deeper lessons that have broader application for public education campaigns among LGBT young adult audiences. Respondents valued seeing both individuals who were like them and also unlike them, preferring a diverse portrayal of the fuller spectrum of LGBT communities, a finding which has implications for campaign segmentation of LGBT audiences. More broadly tailored communications for LGBT audiences can be appropriate as long as portrayals are diverse. These young adults expressed the desire to see nuanced, humanizing content that avoids playing into existing stereotypes. These findings also show how qualitative research can benefit segmentation and how research and communications can address the needs of subgroups within diverse segments.

Evaluation outcomes of a knowledge translation platform: a structure for support and exchange in prevention

Obesity prevention is an urgent public health priority that requires action at multiple levels. Collaboration between academics, policy and practice is necessary to ensure best-practice implementation. A national knowledge translation and exchange (KT) platform, the Collaboration of Community-based Obesity Prevention Sites (CO-OPS), was delivered and evaluated over three years (2013‐15). A mixed-methods evaluation used communications and website data, knowledge-brokering data, event evaluations, interviews and tracer searches to assess process (reach, delivery, quality, cost, uptake) and impact (use of tools/resources, networking, improvements in practice). Results included: 1) average 27% yearly membership growth (330 new members per year) in response to KT activities including tailored communications, stakeholder engagement, knowledge brokering and networking opportunities; 2) sustained website use with approximately 1200 visits/month and 73% unique visitors; and high access to networking and professional development information (120 hits/month), and best practice guidelines (60 hits/month); 3) higher uptake of face-to-face interactive strategies (for example, workshops) than online interactive strategies (for example, knowledge broker service) and higher uptake of passive KT (for example, website resources) than interactive KT strategies (for example, workshops); 4) the KT function of CO-OPS was clearly valued, and appeared to address a gap in implementation. A central coordinating KT platform provided support for best practice and exchange opportunities to a broad network of practice, policy and academic professionals. Simple KT strategies such as tailored, targeted online resources were useful for practice, whilst more intensive KT strategies were important for network engagement. Findings are applicable to other information-sharing networks where professionals address complex public health problems.

The Science of Individuality and Tailored M-Health Communication

The era of the science of individuality promises to fully recognize the uniqueness of the individual who needs to be seen and treated with utter respect for his or her individuality. It will not be long until digitizing a person unlocks the cause for what is wrong, creating valuable knowledge that can save a life or markedly improve the quality of life. On the other hand, emerging m-health technologies provide fundamentally different ways of looking at tailored communication technology. As a result, tailored communications research is poised at a crossroads. It needs to both build on and break away from existing frameworks into new territory, realizing the necessary commitment to theory-driven research at basic, methodological, clinical, and applied levels. The chapter envisions tailored m-health communication in the context of the science of individuality, emphasizing the variability, stability, and centrality of the individual.