检查参与和对佛罗里达州年轻男性进行的数字饮酒狂欢活动的反应
Allison Gallegos-Jeffrey1, Chelsea Barth1, Sierra Smith1
1The Public Good Projects, Alexandria, Virginia, USA.
Journal of American college health : J of ACH
|October 19, 2023
概括
一个动画宣传活动"喝醉回头" (Drunken Rewind) 有效地减少了年轻白人男性的饮酒狂潮. 这种数字健康干预措施取得了高度参与和积极的接待,证明了难以接触的受众的可行性.
科学领域:
- 公共卫生 公共卫生
- 数字媒体干预数字媒体干预
- 卫生沟通健康沟通
背景情况:
- 过度饮酒是一个重大的公共卫生问题,特别是在年轻的成年男性 (18-34岁) 中.
- 通过传统的健康信息来达到这一人口群体可能是具有挑战性的.
- 需要创新的数字化策略来有效传播健康信息.
研究的目的:
- 评估"Drunken Rewind"的有效性和接待,这是一个动画数字媒体活动,旨在减少暴饮暴饮.
- 评估将健康传播和营销策略用于促进健康的可行性.
- 分析观众对干预的参与度和情绪.
主要方法:
- 开发一个动画系列 (Drunken Rewind),将健康信息与营销技术相结合.
- 系列在四个社交媒体平台上传播.
- 分析数字指标 (浏览量,追随者,保留率) 和用户评论,以衡量接纳度.
主要成果:
- 该活动获得了超过90万次浏览和1762名粉丝.
- 在三个季节中,观众保留率从67%到73%不等.
- 大多数 (68.3%) 对视频的评论是积极的,表明受欢迎.
结论:
- 数字干预,比如"醉酒回滚",是可行的,可以被年轻的成年男性积极接受,这是一个难以接触的人群.
- 这种充满活力,营销综合的方法显示出解决暴饮暴饮的前景.
- 该策略可能适用于年轻人认为低风险的其他健康问题.
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