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Area of Science:

  • Public Health
  • Health Communication
  • Digital Health

Background:

  • Co-creation of health messages with youth (rangatahi) is essential for effective dissemination.
  • The Manaora Rangatahi Guidelines were developed with Māori youth in Hawke's Bay, New Zealand.
  • A digital media campaign was designed to share eating and wellbeing messages.

Purpose of the Study:

  • To evaluate the co-design and implementation of a pilot digital media campaign for the Manaora Rangatahi Guidelines.
  • To assess the effectiveness of youth-led dissemination strategies.

Main Methods:

  • 17 rangatahi co-developed a dissemination plan and created video content.
  • A 20-week digital media campaign was implemented on Instagram and TikTok.
  • Campaign reach and engagement were analyzed using platform data and a post-campaign survey.

Main Results:

  • The campaign achieved over 1.48 million impressions and over 19,000 engagement actions.
  • Engagement rates on Instagram (6.2%) and TikTok (1.2%) exceeded platform medians.
  • Paid promotions, particularly influencer collaborations, significantly boosted impressions.

Conclusions:

  • Youth possess valuable expertise for disseminating health messages to peers.
  • A low-cost, youth-led digital campaign can achieve substantial reach, especially with paid promotion.
  • Collaborating with the target audience is crucial for developing relevant and impactful health messages.