Engaging Remote Aboriginal Communities in COVID-19 Public Health Messaging via Crowdsourcing

Frontiers in Public Health

article

Miriam Glennie¹  Michelle Dowden²  Mark Grose³  Meg Scolyer²  Alessandra Superina²  Karen Gardner¹ 

[1] Public Sector Research Group, University of New South Wales;One Disease;Skinnyfish

关键词: crowdsourcing;    remote Aboriginal communities;    health communication;    COVID-19;    social media;    Indigenous language;   

DOI  :  10.3389/fpubh.2022.866134

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

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.

【 授权许可】

CC BY