A multi-site intervention using influencers to communicate about syringe service programmes.

Area of Science:

• Public Health
• Social Media Interventions
• Harm Reduction

Background:

• Syringe services programs (SSPs) offer vital harm reduction services in the USA.
• Challenges to SSP implementation include stigma, misconceptions, and policy changes.
• Digital interventions are being explored to disseminate accurate information and support for harm reduction.

Purpose of the Study:

• To review the implementation of two digital interventions, Appalachian Influence and Shared Influence.
• To assess the use of social media influencers and digital volunteers in communicating positive messages about harm reduction and SSPs.

Main Methods:

• Developed messaging based on expert interviews and community input.
• Utilized paid social media influencers and unpaid digital volunteers to disseminate information.
• Integrated messaging into social media prompts for influencers and volunteers.

Main Results:

• Engaged 9,014 individuals (236 paid influencers, 8,778 digital volunteers) in 6 months.
• Paid influencer posts garnered 868,943 impressions and 42,432 engagements.
• Comments on paid influencer posts were predominantly positive (87.4%).

Conclusions:

• Influencer-led social media campaigns show promise for delivering compassionate harm reduction messages.
• Emphasizing local realities and the human aspects of addiction is crucial for effective messaging.
• Further research is needed to evaluate intervention effectiveness and applicability to other stigmatized topics.