Bounded Solidarity as an Asset for Public Health Care Intervention

The relationship between social capital and public health has been extensively analyzed. However, not much has been written about the formation of social capital among citizens and public health workers in times of a pandemic. Our aim is to analyze social capital development through the prism of bounded solidarity and seek its manifestations toward public health workers. A qualitative self-administered survey was used to analyze what actions, practices, attitudes, and reasons inspired citizens to behave as they did with respect to public health workers during the first weeks of lockdown under the COVID-19 pandemic. Respondents, mostly from European countries, reveal that citizens aimed to prevent the collapse of the public health system through reinforcing trust toward institutions, legitimizing health care personnel expertise, practicing reciprocity and altruism, giving recognition to public health workers, and providing them with means. Finally, recommendations for public health communication on risks and crises are discussed.

Enhancing Tools for Sustainable Health Communication within Covid-19

The paper provides short commentary on key features of public health communication during the current pandemic. The paper contains empirical analysis of field data from international, regional, and local national sources related to the industry, institutions, research in the field of study. The thematic content analysis through the computer-based coding served as the background investigation method. The study provides preliminary data on the key topics within official communication on health care issues during COVID-19, explores challenges to communication on health issues during COVID-19, identifies possible tools for sustainable health communication in the current COVID-19 pandemic, and outlines tentative recommendations to foster sustainable communication on health issues during the pandemic.

Constituting good health citizenship through British Columbia’s COVID-19 public updates

The COVID-19 pandemic has augmented discourses of individual citizen responsibility for collective health. This article explores how British Columbia, Canada’s widely praised COVID-19 communication participates in the development of neo-communitarian “active citizenship” governmentalities focused on the civic duty of voluntarily taking responsibility for the health of one’s community. We do so by investigating how public health updates from BC’s acclaimed Provincial Health Officer Dr. Bonnie Henry articulate this civic imperative through the rhetorical constitution of the “good covid citizen.” Our rhetorical analysis shows how this pro-social communication interpellates citizens within a discourse of behavioral, epistemic, and ethical responsibilisation. The communal ethos constituted through this public health communication significantly increases the burden of personal responsibility for health beyond norms of self-care. Making the protection of community health primarily the responsibility of individual citizens also presumes a privileged identity of empowered, active agency and implicitly excludes citizens who lack the means to successfully fulfill the expectations of good covid citizenship.

The role of social influencers for effective public health communication

PurposeThe purpose of the study is to explore the suitability of social media influencers (SMIs) for communicating public health messages via social media platforms. The study identifies key persuasive communication components that influence individuals' attitudes and, subsequently, intentions to follow health-related information shared by SMIs.Design/methodology/approachQualitative interviews with healthcare workers and interactions with 332 active social media users via structured online questionnaires were used for data collection. Structural equation modelling was used to analyse responses.FindingsResults indicate that SMIs' credibility, SMI–individual homophily and quality of information shared by the SMI are the significant factors determining individuals' attitudes towards the information received. Furthermore, the individual's attitude significantly impacts their intention to follow information shared by the SMI. The study thus verifies the mediating role of attitude in persuasive communication.Research limitations/implicationsThe current study can serve as a foundation for future work to examine the suitability of SMIs for tasks other than marketing.Practical implicationsThe study provides insights for planning and implementing SMI-sourced communication in the public health context. The study enhances the understanding of the tested relationships and thereby increases scholars' and practitioners' ability to leverage SMIs for health-related communication.Originality/valueWhilst SMIs are attracting increasing attention in consumer markets, the study suggests that they can be used in public health communication. Considering the coronavirus disease (COVID-19) situation, the empirical study provides insights into SMIs' role in persuasive public health communication amid a health crisis.Peer reviewThe peer review history for the article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0012

The influence of risk perceptions on close contact frequency during the SARS-CoV-2 pandemic

Human behaviour is known to be crucial in the propagation of infectious diseases through respiratory or close-contact routes like the current SARS-CoV-2 virus. Intervention measures implemented to curb the spread of the virus mainly aim at limiting the number of close contacts, until vaccine roll-out is complete. Our main objective was to assess the relationships between SARS-CoV-2 perceptions and social contact behaviour in Belgium. Understanding these relationships is crucial to maximize interventions' effectiveness, e.g. by tailoring public health communication campaigns. In this study, we surveyed a representative sample of adults in Belgium in two longitudinal surveys (8 waves of survey 1 in April 2020 to August 2020, and 11 waves of survey 2 in November 2020 to April 2021). Generalized linear mixed effects models were used to analyse the two surveys. Participants with low and neutral perceptions on perceived severity made a significantly higher number of social contacts as compared to participants with high levels of perceived severity after controlling for other variables. Furthermore, participants with higher levels of perceived effectiveness of measures and perceived adherence to measures made fewer contacts. However, the differences were small. Our results highlight the key role of perceived severity on social contact behaviour during a pandemic. Nevertheless, additional research is required to investigate the impact of public health communication on severity of COVID-19 in terms of changes in social contact behaviour.

COVID-19 Vaccine Segments in Australia: An Audience Segmentation Analysis to Improve Vaccine Uptake

BackgroundKnowing your audience is the first step in an effective public health communication campaign. While previous studies provide broad categories of public intentions to get a COVID-19 vaccine, few systematically segment and identify effective ways to engage with distinct publics to improve COVID-19 vaccine uptake. MethodsUsing data from a national sample of Australian public (N = 1054) and based on the Theory of Planned Behaviour, a latent class analysis of 23 items was undertaken to identify COVID-19 audience segments for potential future message targeting. FindingsWe found five different segments on COVID-19 vaccine intentions: Vaccine enthusiasts (28%), supporters (26%), socials (20%), hesitant (15%), and sceptics (10%). While the vaccine hesitants have concerns about safety and side-effects of the vaccine, the sceptics hold additional concerns about the need for a vaccine and dismiss the health risks. Vaccine socials hold less favourable attitudes towards a COVID-19 vaccine but are willing to get one to protect others. These audience segments differ on demographic variables and in their level of trust in mainstream media, scientists and health experts, social media, and family and friends. In particular, we found the most vulnerable—the poor and undereducated—may need further help in understanding the need and importance of COVID-19 vaccination.InterpretationUnderstanding the COVID-19 vaccine attitudinal and information seeking characteristics of these sub-publics will help inform appropriate messaging campaigns to reach out to vaccine hesitant and sceptics for promoting vaccination. It provides insight into what types of message framing may be effective, through which platforms messages should be provided, and by which trusted sources.

Fighting a pandemic through translating science: A mixed-methods study to establish effective, evidence-based health science video communication (the COVCOM study) (Preprint)

BACKGROUND The non-linear nature of contagious diseases and its potential for exponential growth can be difficult to grasp for the general public. This has strong implications for public health communication, which needs to be both easy accessible and efficient. A pandemic is an extreme situation and the accompanying strict societal measures are generally easier to accept if one understands the underlying reasoning behind them. Bringing about informed attitude change and getting compliance to strict restrictions requires explanations of scientific concepts and terminologies that laypersons can understand. OBJECTIVE The aim of the project is to develop effective, evidence-based modes of video communication for translating complex, but important health messages about pandemics to both the general population and decision-makers. The study uses Covid-19 as a case to learn and prepare society for handling also the next pandemic, as well as provide evidence-based tools to the science communication toolbox. METHODS The project applies a mixed-methods design, combining qualitative methods (e.g. interviews, observational studies, literature reviews), and quantitative methods (e.g. randomized controlled trials). The project brings together researchers from a wide range of academic fields, as well as communication industry professionals. RESULTS This study has received funding from the Trond Mohn Foundation through the Research Council of Norway’s “COVID-19 Emergency Call for Proposals” March 2020. Recruitment and data collection for the exploratory first phase of the project ran February to March 2021. Creative communication work started May 2021, and the production of videos for use in the RCTs in the final phase of the project started September 2021. CONCLUSIONS The COVCOM project will take on several grand challenges within the field of communicating science and provide evidence-based tools to the science communication toolbox. A long-term goal of the project is to contribute to the creation of a more resilient healthcare system by developing communication responses tailormade for different audiences, preparing society for any future pandemic.

Ensuring Effective Public Health Communication: Insights and Modeling Efforts From Theories of Behavioral Economics, Heuristics, and Behavioral Analysis for Decision Making Under Risk

Public health (PH) messaging can have an enormous impact on shaping how individuals within society behave, and can ensure it is in a safe and responsible way, consistent with up-to-date evidence-based PH guidelines. If done effectively, messaging can save lives and improve the health of those within society. However, unfortunately, those within Government PH bodies typically have little training about how to effectively represent PH messages in a way that is consistent with psychological theories of cognitive bias, in order to avoid cognitively biasing the public through their messages. As a result of this, inadequate representation of PH messages can result, which can often lead to cognitive bias in those from the public who read or listen to the message information. This can lead to poor decision making of the pubic as a whole, which can then further lead to harm and even death of public members as a result of these poor decisions. One way to minimize the problem of bias in decision making is to explore psychology theories that model how bias can occur from PH messaging, and identify ways in which PH agencies can utilize such approaches to improve the effectiveness of their messages. Previous focus has been largely on behavioral economic theories, however, here, other accounts are offered in addition to these. These include theories of heuristics and theories from the behavior analysis domain, which may increase the predictive power of modeling bias, and have applications for how best to represent PH message information which minimize bias.

Dual-Gendered Leadership: Gender-Inclusive Scientific-Political Public Health Communication Supporting Government COVID-19 Responses in Atlantic Canada

This research aims to identify the influence of woman leadership on improving the traditional man-dominated scientific-political communication towards positive COVID-19-driven public health interventions. Across Canada, dual-gendered leadership (women chief medical officers and men prime minister/premiers) at both federal and provincial levels illustrated a positive approach to “flatten the curve” during the first and second waves of COVID-19. With the four provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia, and Prince Edward Island, Atlantic Canada formed the “Atlantic Bubble”, which has become a great example domestically and internationally of successfully mitigating the pandemic while maintaining societal operation. Three provinces have benefitted from this complementary dual-gendered leadership. This case study utilized a scoping media coverage review approach, quantitatively examining how gender-inclusive scientific-political cooperation supported effective provincial responses in Atlantic Canada during the first two waves of COVID-19. This case study discovers that (1) at the provincial government level, woman leadership of mitigation, advocating, and coordination encouraged provincial authorities to adapt science-based interventions and deliver consistent and supportive public health information to the general public; and (2) at the community level, this dual-gendered leadership advanced community cohesion toward managing the community-based spread of COVID-19. Future studies may apply a longitudinal, retrospective approach with Canada-wide or cross-national comparison to further evaluate the strengths and weaknesses of dual-gendered leadership.

The First Random Observational Survey of Barrier Gestures against COVID-19

In the context of COVID-19 in Belgium, face-to-face teaching activities were allowed in Belgian universities at the beginning of the 2020–2021 academic year. Nevertheless, several control measures were established to control COVID-19 transmission on the campuses. To ensure compliance with these measures, a random observational survey, based on five barrier gestures, was implemented at the University of Liege (greetings without contact, hand sanitisation, following a one-way traffic flow, wearing a mask and physical distancing). Each barrier gesture was weighted, based on experts’ elicitation, and a scoring system was developed. The results were presented as a diagram (to identify the margin of improvement for each barrier gesture) and a risk management barometer. In total, 526 h of observations were performed. The study revealed that some possible improvements could be made in the management of facilities, in terms of room allocation, the functionality of hydro-alcoholic gel dispensers, floor markings and one-way traffic flow. Compliance with the barrier gestures reached an overall weighted score of 68.2 (between 0 and 100). Three barrier gestures presented a lower implementation rate and should be addressed: the use of hydro-alcoholic gel (particularly when exiting buildings), compliance with the traffic flow and the maintenance of a 1.5 m physical distance outside of the auditoriums. The methodology and tool developed in the present study can easily be applied to other settings. They were proven to be useful in managing COVID-19, as the barometer that was developed and the outcomes of this survey enabled an improved risk assessment on campuses, and identified the critical points to be addressed in any further public health communication or education messages.