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A Crowdsourcing Open Contest to Design a Latino-Specific COVID-19 Campaign: Mixed Methods Analysis
Harita S Shah1, Suzanne Dolwick Grieb2, Alejandra Flores-Miller3
1Department of Medicine, University of Chicago, Chicago, IL, United States.
JMIR Formative Research
|March 31, 2022
Summary
Crowdsourcing contests effectively engaged Latino communities for a COVID-19 campaign, yielding themes of efficacy and testing benefits to guide high-performing social marketing interventions.
Area of Science:
- Public Health
- Social Marketing
- Community Engagement
Background:
- Latino communities face significant COVID-19 impact due to healthcare access barriers.
- Crowdsourcing contests for community engagement are understudied in Latino populations and for pandemic response.
Purpose of the Study:
- Implement and evaluate a crowdsourcing contest for a COVID-19 social marketing campaign name targeting Latino populations in Maryland.
- Analyze contest entries thematically to inform campaign messaging.
Main Methods:
- Descriptive statistics analyzed participant data (entries, votes, demographics) to assess engagement.
- Inductive thematic analysis was used for submitted text analysis.
Main Results:
- Received 74 entries and 383 votes, with community judges and popular vote selecting the winner.
- Identified key themes: collective efficacy, self-efficacy, and perceived benefits of COVID-19 testing.
- Intervention advertisements based on these themes achieved the highest performance.
Conclusions:
- Crowdsourcing contests are effective for community engagement and agile intervention guidance, especially for vulnerable populations like Latinos.
- Thematic analysis of crowdsourced entries provides valuable insights for developing effective social marketing materials.
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