Lang et al. Drive Strategy with Data

Lang et al. Drive Strategy with Data

The purpose of this research, which is the first phase of a multi-phase mixed methods approach, is to “inform data driven public health communication strategies, including knowledge translation tools, targeted marketing campaigns and community engagement to facilitate behaviour change” (Lang et. al., 2021, p. 2). The authors note support for public health measures is critical for reducing the virus’ spread, and understanding human behaviour is an integral aspect of informing “the public health response and communication strategies” (Lang et al., 2021, p. 2).

The authors explain previous research has identified variability in people’s willingness to accept a vaccine or support public health measures and include demographic factors (greater uptake is associated with females older than 50 and people with higher levels of education), expressing higher concern for Covid-19 and greater knowledge of the pandemic. They note emotions can drive response and risk perception perhaps even more than information: “We … sought to identify concerns regarding Covid-19 vaccinations and reasons why persons may or may not accept a vaccine” (p. 2).

This study was conducted through a cross-sectional online survey, created by the Alberta Health Services Primary Data Support Team, with targeted geographic areas of Calgary, Edmonton, and other urban and rural communities. Participants were selected through random phone calls from a purchased list of 3,000 and were then further filtered by criteria that would enable future focus group inclusion. Surveys were distributed by email and conducted through an online survey company, Acuity, with 60 people completing it. The main outcomes were focused on compliance with each of the public health measures, such as mask wearing, utilization of a contact tracing app, going to bars, pubs, and lounges, and staying home while sick (Lang et al., 2021, p. 3). Sociodemographic information was collected, and participants were categorized into a variety of factorial categories. Likert scales were used to compile data based on attitudes and beliefs from questions such as if participants believed public health recommendations reduce Covid-19 spread, how much these behaviours are influenced by people around them, if they’re important to reduce spread, and the level of difficulty of each behaviour. Sources of participants’ new information sources and their belief in the trustworthiness of information were also studied. Cluster analysis of news and social media consumption, and individual behaviour and concern level of Covid-19, provided the identity of key patterns, which were then analyzed (Lang et al., 2021, p. 3).

Results regarding vaccine hesitancy found that 41 (68%) persons would receive a Covid-19 vaccine if it were available, 12 (20%) would not, and 7 (12%) were unsure. Willingness to get a Covid-19 vaccine was less in other urban centers (29%) and rural Alberta (50%) compared to Calgary (75%) and Edmonton (80%). Of those with extreme concern for spreading the virus, 100% said they would receive a vaccine, compared to 44% who had no concern for spreading the virus (P = 0.006). Persons who reported they would accept a Covid-19 vaccine were also more likely to be compliant with public health measures including staying home when sick. Most participants expressed belief in the efficacy of health measures, while a significant proportion (25 to 30%) indicated they would be influenced by others’ compliance with health measures (Lang et. al., 2021, pp. 5–6).

Data gathered regarding trusted sources of Covid-19 information is particularly pertinent to this study as it provides context to the research. The majority of the study’s participants used Facebook™ (68%), followed by YouTube™ (58%) and Instagram™ (55%). Only 7% of respondents said that they used no social media. The majority of persons received their news from internet news sources (68%), however, 57% said they received their news on social media (Fig. 4), and 60% indicated social media to be among their most trusted sources for news and information about health. Alberta Chief Medical Officer of Health Deena Hinshaw’s media briefings were utilized by 60% of participants and trusted by 58%. The most trusted health information was that from physicians at 67%, however, only 27% reported they obtained their Covid-19 information from a physician (Lang et. al., 2021, pp. 6–8).

Cluster analysis, which identifies behaviours by attitudes, barriers, and information sources, is especially informative to this research and speaks to the need to adopt clear and consistent public health communication targeted at the groups most likely to resist compliance with measures: “believing that public health behaviours are effective is an important predictor of compliance within these behaviours” (Lang et al., 2021, p. 13).

Cluster analysis identified four clusters based on news and social media consumption and the relevant trust-related questions. Key insights included that “social media use as a news source was correlated with individuals’ reported tendency to be influenced by others in their health-related behaviours” (p. 7), and that “the reported trust level in health information on Covid-19

from health authorities was a key factor in distinguishing clusters” (p. 7). Other insights demonstrated by this survey were that the public health measure most followed and seen as having the most benefit in reducing Covid-19 spread is to stay home while sick. Use of a contact tracing app is seen as having the least benefit, is the most difficult to use/comply with, and least used, while persons living outside of Edmonton or Calgary felt masking in public is the most difficult of Covid-19 public health measures.

Lang et al. (2021) conclude effective public health interventions and targeted messaging intended to improve public trust, informed by an understanding of individuals’ attitudes, are vital elements to improving vaccine uptake and compliance with health measures. This information is particularly pertinent to this research, especially as the data collected is specific to Alberta: it identifies the trends, patterns, and behaviours that can be prohibiting compliance with public health measures, highlights groups and individuals that targeted communication can potentially affect and creates a greater understanding into how past and current messaging has missed a mark and contributed to the fourth wave in Alberta.