Effect of a Wordless, Animated, Social Media Video Intervention on COVID-19 Prevention: Online Randomized Controlled Trial   [open pdf - 793KB]

From the Introduction: "Soon after the outbreak of the COVID-19 [coronavirus disease 2019] pandemic, health-related misinformation flooded the social media space [...]. Compelling, but often misleading, content captured the attention of a frightened global community [...]. The rapid and widespread dissemination of such misinformation on social media often overshadowed evidence-based recommendations released through more traditional public health communication channels. As a result, dangerous messages that increased the spread of COVID-19 and led to adverse health outcomes were allowed to spread to the estimated 3.8 billion people worldwide who use social media [...]. Tedros Ghebreyesus, Director-General of the World Health Organization warned, 'We're not just fighting an epidemic; we're fighting an infodemic' [...]. There is a critical need to rapidly disseminate evidence-based informational videos on social media channels to counteract the epidemic of COVID-19 misinformation. To date, public health efforts have focused on correcting misinformation and debunking myths [...]. As such, these measures have almost exclusively been reactive rather than proactive. The corrective content itself has not been designed to incorporate the very characteristics that support the viral spread of content on social media [...]. For this reason, social media interventions designed to correct misinformation have unfortunately demonstrated far less impact than the content they aim to correct [...]."

Alain Vandormael, Maya Adam, Merlin Greuel, Jennifer Gates, Caterina Favaretti, Violetta Hachaturyan, Till Bärnighausen. Posted here with permission. Document is under a Creative Commons license and requires proper attribution and noncommercial use to be shared: [https://creativecommons.org/licenses/by/4.0/].
Retrieved From:
JMIR Publications: https://jmirpublications.com/
Media Type:
JMIR Public Health Surveillance (July 27, 2021), v.7 issue 7
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