Using Social Media for the Prevention of Pediatric Burn Injuries: Pilot Design and Usability Study.
accident prevention
burns
pediatric
public health
social media
Journal
JMIR formative research
ISSN: 2561-326X
Titre abrégé: JMIR Form Res
Pays: Canada
ID NLM: 101726394
Informations de publication
Date de publication:
15 Jul 2021
15 Jul 2021
Historique:
received:
05
08
2020
accepted:
17
05
2021
revised:
12
10
2020
entrez:
15
7
2021
pubmed:
16
7
2021
medline:
16
7
2021
Statut:
epublish
Résumé
Most pediatric burn injuries are preventable. Social media is an effective method for delivering large-scale messaging and may be useful for injury prevention in this domain. This study evaluates the feasibility of creating a social media campaign for pediatric burn injury prevention. Ad spots containing a headline, short introduction, and video were created and posted on Facebook and Instagram over 4 months. Ad spots were targeted to parents and caregivers of children in our region with the highest number of burn injuries. We assessed the impact of each ad set using ThruPlays, reach, and video plays. We created 55 ad spots, with an average length of 24.1 (range 10-44) seconds. We reached 26,496 people during the campaign. The total ThruPlays of the 55 ad spots were 14,460 at US $0.19 per ThruPlay. Ad spots related to home safety had a significantly higher daily ThruPlay rate than those related to fire safety (6.5 vs 0.5 per day; P<.001). Social media is a feasible modality for delivering public health messages focused on preventing pediatric burn injuries. Engagement with these ads is influenced by ad presentation and the focus of the underlying injury prevention message.
Sections du résumé
BACKGROUND
BACKGROUND
Most pediatric burn injuries are preventable. Social media is an effective method for delivering large-scale messaging and may be useful for injury prevention in this domain.
OBJECTIVE
OBJECTIVE
This study evaluates the feasibility of creating a social media campaign for pediatric burn injury prevention.
METHODS
METHODS
Ad spots containing a headline, short introduction, and video were created and posted on Facebook and Instagram over 4 months. Ad spots were targeted to parents and caregivers of children in our region with the highest number of burn injuries. We assessed the impact of each ad set using ThruPlays, reach, and video plays.
RESULTS
RESULTS
We created 55 ad spots, with an average length of 24.1 (range 10-44) seconds. We reached 26,496 people during the campaign. The total ThruPlays of the 55 ad spots were 14,460 at US $0.19 per ThruPlay. Ad spots related to home safety had a significantly higher daily ThruPlay rate than those related to fire safety (6.5 vs 0.5 per day; P<.001).
CONCLUSIONS
CONCLUSIONS
Social media is a feasible modality for delivering public health messages focused on preventing pediatric burn injuries. Engagement with these ads is influenced by ad presentation and the focus of the underlying injury prevention message.
Identifiants
pubmed: 34264194
pii: v5i7e23242
doi: 10.2196/23242
pmc: PMC8323015
doi:
Types de publication
Journal Article
Langues
eng
Pagination
e23242Informations de copyright
©Nikita Batra, Cindy D Colson, Emily C Alberto, Randall S Burd. Originally published in JMIR Formative Research (https://formative.jmir.org), 15.07.2021.
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