Due to necessary scheduled maintenance, the JMIR Publications website will be unavailable from Wednesday, July 01, 2020 at 8:00 PM to 10:00 PM EST. We apologize in advance for any inconvenience this may cause you.
Who will be affected?
Readers: No access to all 28 journals. We recommend accessing our articles via PubMed Central
Authors: No access to the submission form or your user account.
Reviewers: No access to your user account. Please download manuscripts you are reviewing for offline reading before Wednesday, July 01, 2020 at 7:00 PM.
Editors: No access to your user account to assign reviewers or make decisions.
Copyeditors: No access to user account. Please download manuscripts you are copyediting before Wednesday, July 01, 2020 at 7:00 PM.
Williams CJ, Kranzler EC, Luchman JN, Denison B, Fischer S, Wonder T, Ostby R, Vines M, Weinberg J, Petrun Sayers EL, Kurti AN, Trigger S, Hoffman L, Peck JFA
The Initial Relationship Between the United States Department of Health and Human Services’ Digital COVID-19 Public Education Campaign and Vaccine Uptake: Campaign Effectiveness Evaluation
THE INITIAL RELATIONSHIP BETWEEN THE UNITED STATES DEPARTMENT OF HEALTH AND HUMAN SERVICES’ DIGITAL COVID-19 PUBLIC EDUCATION CAMPAIGN AND VACCINE UPTAKE: AN EVALUATION OF CAMPAIGN EFFECTIVENESS
Christopher James Williams;
Elissa C. Kranzler;
Joseph N. Luchman;
Benjamin Denison;
Sean Fischer;
Thomas Wonder;
Ronne Ostby;
Monica Vines;
Jessica Weinberg;
Elizabeth L. Petrun Sayers;
Allison N. Kurti;
Sarah Trigger;
Leah Hoffman;
Joshua F. A. Peck
ABSTRACT
Background:
The COVID-19 pandemic has led to more than 96 million COVID-19 cases and over 1 million COVID-19 deaths in the United States (U.S.) alone as of October 12, 2022. In response to the COVID-19 pandemic, the U.S. Department of Health and Human Services (HHS) launched the We Can Do This Public Education Campaign (the Campaign) in April 2021 to increase COVID-19 vaccine confidence (the likelihood of vaccination) and, ultimately, vaccine uptake. This evaluation serves as an assessment of the effect of the Campaign's digital media dose on vaccine uptake.
Objective:
To assess the association between COVID-19 public education campaign digital impressions and the likelihood of first-dose COVID-19 vaccination among U.S. adults.
Methods:
A nationally representative sample of 3,642 adults recruited from a U.S. probability panel was surveyed over three waves (W1: January–February 2021; W2: May–June 2021; W3: September–November 2021) regarding COVID-19 vaccination, vaccine confidence, and sociodemographics. Survey data were merged with weekly paid digital campaign impressions delivered to each respondent’s media market (designated market area [DMA]) during that period. The unit of analysis was the survey respondent–broadcast week, with respondents nested by DMA. Data were analyzed using a multilevel logit model with varying intercepts by DMA and time-fixed effects.
Results:
Increases in DMA-level paid digital campaign impressions in a given week from 30,000 to 30,000 increased the likelihood of first-dose COVID 19 vaccination by 125%.
Conclusions:
Results provide initial evidence of a relationship between the COVID-19 public education campaign digital component and COVID-19 vaccination uptake among U.S. adults. Digital COVID-19 vaccination public education campaigns play an important role in the COVID-19 pandemic response.
Citation
Please cite as:
Williams CJ, Kranzler EC, Luchman JN, Denison B, Fischer S, Wonder T, Ostby R, Vines M, Weinberg J, Petrun Sayers EL, Kurti AN, Trigger S, Hoffman L, Peck JFA
The Initial Relationship Between the United States Department of Health and Human Services’ Digital COVID-19 Public Education Campaign and Vaccine Uptake: Campaign Effectiveness Evaluation