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Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups

OBJECTIVES: To understand Canadian’s attitudes and current behaviours towards COVID-19 public health measures (PHM), vaccination and current public health messaging, to provide recommendations for a public health intervention. DESIGN: Ten focus groups were conducted with 2–7 participants/group in De...

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Autores principales: Fullerton, Madison M, Benham, Jamie, Graves, Addy, Fazel, Sajjad, Doucette, Emily J, Oxoby, Robert J, Mourali, Mehdi, Boucher, Jean-Christophe, Constantinescu, Cora, Parsons Leigh, Jeanna, Tang, Theresa, Marshall, Deborah A, Hu, Jia, Lang, Raynell
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BMJ Publishing Group 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9013785/
https://www.ncbi.nlm.nih.gov/pubmed/35418426
http://dx.doi.org/10.1136/bmjopen-2021-054635
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author Fullerton, Madison M
Benham, Jamie
Graves, Addy
Fazel, Sajjad
Doucette, Emily J
Oxoby, Robert J
Mourali, Mehdi
Boucher, Jean-Christophe
Constantinescu, Cora
Parsons Leigh, Jeanna
Tang, Theresa
Marshall, Deborah A
Hu, Jia
Lang, Raynell
author_facet Fullerton, Madison M
Benham, Jamie
Graves, Addy
Fazel, Sajjad
Doucette, Emily J
Oxoby, Robert J
Mourali, Mehdi
Boucher, Jean-Christophe
Constantinescu, Cora
Parsons Leigh, Jeanna
Tang, Theresa
Marshall, Deborah A
Hu, Jia
Lang, Raynell
author_sort Fullerton, Madison M
collection PubMed
description OBJECTIVES: To understand Canadian’s attitudes and current behaviours towards COVID-19 public health measures (PHM), vaccination and current public health messaging, to provide recommendations for a public health intervention. DESIGN: Ten focus groups were conducted with 2–7 participants/group in December 2020. Focus groups were transcribed verbatim and analysed using content and inductive thematic analysis. The capability opportunity motivation behaviour Model was used as our conceptual framework. SETTING: Focus groups were conducted virtually across Canada. PARTICIPANTS: Participants were recruited from a pool of individuals who previously completed a Canada-wide survey conducted by our research team. MAIN OUTCOME MEASURE: Key barriers and facilitators towards COVID-19 PHM and vaccination, and recommendations for public health messaging. RESULTS: Several themes were identified (1) participants’ desire to protect family and friends was the main facilitator for adhering to PHM, while the main barrier was inconsistent PHM messaging and (2) participants were optimistic that the vaccine offers a return to normal, however, worries of vaccine efficacy and effectiveness were the main concerns. Participants felt that current public health messaging is inconsistent, lacks transparency and suggested that messaging should include scientific data presented by a trustworthy source. CONCLUSIONS: We suggest six public health messaging recommendations to increase adherence to PHM and vaccination (1) use an unbiased scientist as a spokesperson, (2) openly address any unknowns, (3) more is better when sharing data, (4) use personalised stories to reinforce PHM and vaccinations, (5) humanise the message by calling out contradictions and (6) focus on the data and keep politics out.
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spelling pubmed-90137852022-04-20 Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups Fullerton, Madison M Benham, Jamie Graves, Addy Fazel, Sajjad Doucette, Emily J Oxoby, Robert J Mourali, Mehdi Boucher, Jean-Christophe Constantinescu, Cora Parsons Leigh, Jeanna Tang, Theresa Marshall, Deborah A Hu, Jia Lang, Raynell BMJ Open Public Health OBJECTIVES: To understand Canadian’s attitudes and current behaviours towards COVID-19 public health measures (PHM), vaccination and current public health messaging, to provide recommendations for a public health intervention. DESIGN: Ten focus groups were conducted with 2–7 participants/group in December 2020. Focus groups were transcribed verbatim and analysed using content and inductive thematic analysis. The capability opportunity motivation behaviour Model was used as our conceptual framework. SETTING: Focus groups were conducted virtually across Canada. PARTICIPANTS: Participants were recruited from a pool of individuals who previously completed a Canada-wide survey conducted by our research team. MAIN OUTCOME MEASURE: Key barriers and facilitators towards COVID-19 PHM and vaccination, and recommendations for public health messaging. RESULTS: Several themes were identified (1) participants’ desire to protect family and friends was the main facilitator for adhering to PHM, while the main barrier was inconsistent PHM messaging and (2) participants were optimistic that the vaccine offers a return to normal, however, worries of vaccine efficacy and effectiveness were the main concerns. Participants felt that current public health messaging is inconsistent, lacks transparency and suggested that messaging should include scientific data presented by a trustworthy source. CONCLUSIONS: We suggest six public health messaging recommendations to increase adherence to PHM and vaccination (1) use an unbiased scientist as a spokesperson, (2) openly address any unknowns, (3) more is better when sharing data, (4) use personalised stories to reinforce PHM and vaccinations, (5) humanise the message by calling out contradictions and (6) focus on the data and keep politics out. BMJ Publishing Group 2022-04-13 /pmc/articles/PMC9013785/ /pubmed/35418426 http://dx.doi.org/10.1136/bmjopen-2021-054635 Text en © Author(s) (or their employer(s)) 2022. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ. https://creativecommons.org/licenses/by-nc/4.0/This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/ (https://creativecommons.org/licenses/by-nc/4.0/) .
spellingShingle Public Health
Fullerton, Madison M
Benham, Jamie
Graves, Addy
Fazel, Sajjad
Doucette, Emily J
Oxoby, Robert J
Mourali, Mehdi
Boucher, Jean-Christophe
Constantinescu, Cora
Parsons Leigh, Jeanna
Tang, Theresa
Marshall, Deborah A
Hu, Jia
Lang, Raynell
Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title_full Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title_fullStr Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title_full_unstemmed Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title_short Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups
title_sort challenges and recommendations for covid-19 public health messaging: a canada-wide qualitative study using virtual focus groups
topic Public Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9013785/
https://www.ncbi.nlm.nih.gov/pubmed/35418426
http://dx.doi.org/10.1136/bmjopen-2021-054635
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