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Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study

INTRODUCTION: To manage the rapid rise of misleading information on the coronavirus disease (COVID-19) during the pandemic, the Breakthrough ACTION project developed a theory-based rumor-tracking system to inform Guyana’s COVID-19 communication campaign. METHODS: The rumor-tracking project used the...

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Autores principales: Olapeju, Bolanle, Adams, Camille, Simpson, Joann, Mitchum, Lyndsey, Wilson, Sean, Jarrah, Mona, Hunter, Gabrielle, Davis, TrishAnn, Martin, Alicia, Shaw, Shabana, Tibbels, Natalie, Orkis, Jennifer, Storey, J. Douglas
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Global Health: Science and Practice 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9426978/
https://www.ncbi.nlm.nih.gov/pubmed/36041837
http://dx.doi.org/10.9745/GHSP-D-22-00071
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author Olapeju, Bolanle
Adams, Camille
Simpson, Joann
Mitchum, Lyndsey
Wilson, Sean
Jarrah, Mona
Hunter, Gabrielle
Davis, TrishAnn
Martin, Alicia
Shaw, Shabana
Tibbels, Natalie
Orkis, Jennifer
Storey, J. Douglas
author_facet Olapeju, Bolanle
Adams, Camille
Simpson, Joann
Mitchum, Lyndsey
Wilson, Sean
Jarrah, Mona
Hunter, Gabrielle
Davis, TrishAnn
Martin, Alicia
Shaw, Shabana
Tibbels, Natalie
Orkis, Jennifer
Storey, J. Douglas
author_sort Olapeju, Bolanle
collection PubMed
description INTRODUCTION: To manage the rapid rise of misleading information on the coronavirus disease (COVID-19) during the pandemic, the Breakthrough ACTION project developed a theory-based rumor-tracking system to inform Guyana’s COVID-19 communication campaign. METHODS: The rumor-tracking project used the extended parallel processing model (EPPM) to identify and categorize rumors reflecting perceived high versus low vulnerability to COVID-19 and high versus low efficacy of engaging in recommended COVID-19 prevention behaviors. The project designed contextually relevant social and behavior change messages, called “MythBusters,” responded to rumor categories with the following objectives: (1) high perceived vulnerability and high efficacy rumors included a call to action; high perceived vulnerability and low efficacy rumors educated about effective and achievable solutions; (3) low perceived vulnerability and high efficacy rumors educated about risk; and (4) low perceived vulnerability and low efficacy rumors educated about risk and effective and achievable solutions. RESULTS: Most rumors emanated from regions 4 and 8 (29%). Over two-thirds of the rumors (71%) recurred. Rumors were typically related to COVID-19 treatment or prevention (40%) and transmission (35%). Most rumors (48%) reflected low perceived vulnerability and low efficacy, 29% reflected high perceived vulnerability and low efficacy, 13% reflected low perceived vulnerability and high efficacy, and 10% reflected high perceived vulnerability and high efficacy. The project rapidly developed 12 MythBusters from June through December 2020 and integrated them into the national COVID-19 communication campaign, disseminated via radio, television, and Facebook. Estimates indicate that they have reached most of the target Guyanese population. DISCUSSION: The EPPM was a particularly useful tool, giving direction to countering myths with appropriate messaging to affect relevant behaviors. The COVID-19 MythBusters provided the Guyanese public with valid and verifiable information and promoted preventive and protective behaviors.
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spelling pubmed-94269782022-09-21 Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study Olapeju, Bolanle Adams, Camille Simpson, Joann Mitchum, Lyndsey Wilson, Sean Jarrah, Mona Hunter, Gabrielle Davis, TrishAnn Martin, Alicia Shaw, Shabana Tibbels, Natalie Orkis, Jennifer Storey, J. Douglas Glob Health Sci Pract Program Case Study INTRODUCTION: To manage the rapid rise of misleading information on the coronavirus disease (COVID-19) during the pandemic, the Breakthrough ACTION project developed a theory-based rumor-tracking system to inform Guyana’s COVID-19 communication campaign. METHODS: The rumor-tracking project used the extended parallel processing model (EPPM) to identify and categorize rumors reflecting perceived high versus low vulnerability to COVID-19 and high versus low efficacy of engaging in recommended COVID-19 prevention behaviors. The project designed contextually relevant social and behavior change messages, called “MythBusters,” responded to rumor categories with the following objectives: (1) high perceived vulnerability and high efficacy rumors included a call to action; high perceived vulnerability and low efficacy rumors educated about effective and achievable solutions; (3) low perceived vulnerability and high efficacy rumors educated about risk; and (4) low perceived vulnerability and low efficacy rumors educated about risk and effective and achievable solutions. RESULTS: Most rumors emanated from regions 4 and 8 (29%). Over two-thirds of the rumors (71%) recurred. Rumors were typically related to COVID-19 treatment or prevention (40%) and transmission (35%). Most rumors (48%) reflected low perceived vulnerability and low efficacy, 29% reflected high perceived vulnerability and low efficacy, 13% reflected low perceived vulnerability and high efficacy, and 10% reflected high perceived vulnerability and high efficacy. The project rapidly developed 12 MythBusters from June through December 2020 and integrated them into the national COVID-19 communication campaign, disseminated via radio, television, and Facebook. Estimates indicate that they have reached most of the target Guyanese population. DISCUSSION: The EPPM was a particularly useful tool, giving direction to countering myths with appropriate messaging to affect relevant behaviors. The COVID-19 MythBusters provided the Guyanese public with valid and verifiable information and promoted preventive and protective behaviors. Global Health: Science and Practice 2022-08-30 /pmc/articles/PMC9426978/ /pubmed/36041837 http://dx.doi.org/10.9745/GHSP-D-22-00071 Text en © Olapeju et al. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are properly cited. To view a copy of the license, visit https://creativecommons.org/licenses/by/4.0/. When linking to this article, please use the following permanent link: https://doi.org/10.9745/GHSP-D-22-00071
spellingShingle Program Case Study
Olapeju, Bolanle
Adams, Camille
Simpson, Joann
Mitchum, Lyndsey
Wilson, Sean
Jarrah, Mona
Hunter, Gabrielle
Davis, TrishAnn
Martin, Alicia
Shaw, Shabana
Tibbels, Natalie
Orkis, Jennifer
Storey, J. Douglas
Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title_full Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title_fullStr Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title_full_unstemmed Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title_short Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study
title_sort addressing covid-19 rumors and behaviors using theory in guyana: a program case study
topic Program Case Study
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9426978/
https://www.ncbi.nlm.nih.gov/pubmed/36041837
http://dx.doi.org/10.9745/GHSP-D-22-00071
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