{"id":57918,"date":"2023-01-04T14:31:57","date_gmt":"2023-01-04T19:31:57","guid":{"rendered":"https:\/\/www.psi.org\/?p=57918"},"modified":"2024-07-22T11:13:04","modified_gmt":"2024-07-22T15:13:04","slug":"covid-behavior-change-meet-social-media","status":"publish","type":"post","link":"https:\/\/www.psi.org\/pt\/2023\/01\/covid-behavior-change-meet-social-media\/","title":{"rendered":"COVID Behavior Change, Meet Social Media."},"content":{"rendered":"
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HOW PSI AND META PARTNERED TO INSPIRE 160 MILLION CONSUMERS TO CHOOSE COVID PREVENTIVE BEHAVIORS ACROSS 26 COUNTRIES.\u00a0<\/em><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00c0 medida que a COVID-19 se propagava a n\u00edvel mundial, o mesmo acontecia com a desinforma\u00e7\u00e3o sobre o combate \u00e0 pandemia. <\/span><\/p>\n

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In response, Population Services International partnered with Meta to inspire 160 million people to choose COVID preventative behaviors and promote COVID-19 vaccine uptake. <\/p>\n

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We began by researching people\u2019s attitudes toward mask-wearing and vaccine uptake. <\/p>\n

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We found in countries like Kenya, Mozambique, and South Africa that three in five adults felt comfortable getting the vaccine, with the remainder expressing concern about side effects or the vaccine’s effectiveness. <\/p>\n

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Using these insights, we tapped into the reach and capabilities of Meta’s platforms including Facebook, Instagram, and WhatsApp to roll out digital media campaigns for health across 26 countries. <\/p>\n

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We started on the regional level, using trusted channels to reach people and partnered with governments to adapt their national COVID campaigns. <\/p>\n

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In Latin America, we launched our campaign across dedicated Meta\u202fplatform communities, built over the past decade offering sexual and reproductive health information. We leveraged these trusted channels, layering COVID-19 prevention into existing content. <\/p>\n

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Our experience in Latin America taught us that to truly engage people, we needed to tailor messaging to our audiences\u2019 priorities.\u202f <\/p>\n

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That was our approach in Kenya. There, vaccine hesitancy was higher among females than males due to concerns around side effects and safety. <\/p>\n

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We worked with Kenya\u2019s Ministry of Health, adapting their existing COVID-19 preventive campaign messaging to resonate with women, then used respected community leaders to spread the message online. <\/p>\n

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We took a similar approach in Vietnam. In April 2021, COVID\u2019s fourth wave led to an increase in cases nationwide. Research showed that Vietnamese youth were less likely to wear masks, so we helped the government adapt its campaign to reach the nation\u2019s 2 million youth on Meta platforms. <\/p>\n

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We homed in on topics they care about like protecting their loved ones and their country, and invited celebrities to help spread the message. <\/p>\n

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Across each country, post-campaign research showed measurable change in self-reported mask wearing and vaccine uptake. PSI’s insight driven approach to digital media campaigns for health coupled with the reach of Meta’s platforms \u2013 strives to deliver health impact and most importantly, saves lives.  <\/p>\n

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But the work doesn\u2019t end here. We can continue to affect meaningful change, together. Email MDale@psi.org<\/a> to learn how. <\/p>\n

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As COVID-19 spread globally, so did misinformation about countering the pandemic.\u00a0In response, Population Services International partnered with Meta to inspire 160 million people to choose COVID preventative behaviors and promote COVID-19 vaccine uptake.<\/p>","protected":false},"author":89,"featured_media":44394,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"archive":[2538],"psi-blog-topic":[],"corporate_partners":[],"class_list":["post-57918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","archive-archived"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/posts\/57918","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/users\/89"}],"replies":[{"embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/comments?post=57918"}],"version-history":[{"count":0,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/posts\/57918\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/media\/44394"}],"wp:attachment":[{"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/media?parent=57918"}],"wp:term":[{"taxonomy":"archive","embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/archive?post=57918"},{"taxonomy":"psi-blog-topic","embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/psi-blog-topic?post=57918"},{"taxonomy":"corporate_partners","embeddable":true,"href":"https:\/\/www.psi.org\/pt\/wp-json\/wp\/v2\/corporate_partners?post=57918"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}