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Comparison of COVID-19 behaviour change campaign materials in Tanzania

Domaine:

healthcare
Créateur:
VisAun
Éditeur:
Cen
Éditeur:
OSF
Hôte:avatar
This study will compare the psychological responses of a sample of Tanzanians purposely exposed to three differently designed advertisements, and elicit indicators of their propensity to engage in target behaviours associated with COVID-19 control as a consequence. The objective is to ascertain which kind of creative development process is best able to produce effective communications for COVID-19 control. One ad has been developed on behalf of a consortium led by FCDO and Unilever for global use by an internationally renowned ad agency, Ogilvy. The second has been designed by a local Tanzanian group as an adaptation of the first ad/campaign. The third was produced by an international team of creatives, guided by a theoretical principle of behaviour change. Tanzanians will be invited by smartphone SMS to go to a website where they will be randomly exposed to one of the three ads or an educational control ad, and then asked about their impressions of various qualities of the ad, such as likeability, memorability,and relevance. Then they will be asked questions about how likely they are to change their behavioural practices.

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doi.orgosf.io

Tags

CommunicationPublic HealthMedicine and Health SciencesHealth CommunicationBroadcast and Video StudiesSocial and Behavioral SciencesPublic Relations and AdvertisingOther Social and Behavioral Sciences

Licenses

Creative Commons Attribution Non Commercial No Derivatives 4.0 Internationalhttps://creativecommons.org/licenses/by-nc-nd/4.0/legalcode

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Copyright information:

Taken from "Interdependence of domestic malaria prevention me