Abstract

An analysis of a video education campaign on COVID-19 for healthcare workers in Africa delivered through Facebook

Part of Special Series: WONCA World Rural Health Conference Abstracts 2022go to url

AUTHORS

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Siofra Maher
1 Medical Student *

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Joe Gallagher
2 MICGP, Director

name here
Monica Casey
3 Senior Administrator ULEARN-GP Network ORCID logo

name here
David Weakliam
4 Global Health Programme Director

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Liam Glynn
5 MD, Professor of General Practice ORCID logo

CORRESPONDENCE

* Siofra Maher

AFFILIATIONS

1, 3 School of Medicine, University of Limerick, Limerick, Ireland

2 School of Medicine, University of Limerick, Limerick, Ireland; and The Palms GP Surgery, Wexford, Ireland

4 Health Services Executive, Ireland

5 School of Medicine, University of Limerick, Limerick, Ireland; and HRB Primary Care Clinical Trials Network, Galway, Ireland

PUBLISHED

10 January 2023 Volume 23 Issue 1

HISTORY

RECEIVED: 20 September 2022

ACCEPTED: 20 September 2022

CITATION

Maher S, Gallagher J, Casey M, Weakliam D, Glynn L.  An analysis of a video education campaign on COVID-19 for healthcare workers in Africa delivered through Facebook. Rural and Remote Health 2023; 23: 8102. https://doi.org/10.22605/RRH8102

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This work is licensed under a Creative Commons Attribution 4.0 International Licence

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abstract:

Introduction: The COVID-19 pandemic required rapid dissemination of accurate information across the world to both healthcare workers and the general public. Social media represents an opportunity to undertake this. The aim of this study was to analyse a healthcare worker education campaign in Africa delivered through the social media platform Facebook and discuss the feasibility of this approach for future healthcare workers and public health campaigns.

Methods: The campaign ran from June 2020 to January 2021. The Facebook Ad Manager suite was used to extract data in July 2021. Videos were analysed for total and individual video reach, impressions, 3-second video plays, 50% plays and 100% plays. The geographic use of the videos and age and gender breakdown was also analysed.

Results: Total reach of the Facebook campaign was 6,356,846 and total impressions was 12,767,118. The video with the highest reach was 'Hand washing steps for health workers' with a reach of 1,479,603. The total campaign 3-second plays were 2,189,460 decreasing to 77,120 for 100% play duration.

Discussion: Facebook advertising campaigns may have the ability to reach large populations and achieve a range of engagement outcomes that would be more cost effective and have greater reach when compared with traditional media. The outcome of this campaign has shown the potential of social media’s use in public health information, medical education and professional development.

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This PDF has been produced for your convenience. Always refer to the live site https://www.rrh.org.au/journal/article/8102 for the Version of Record.