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HPV Vaccination Campaigns in the Netherlands : Improving the information for the online campaign of the RIVM HPV Twitter campaign

Forster, S.N. (2020) HPV Vaccination Campaigns in the Netherlands : Improving the information for the online campaign of the RIVM HPV Twitter campaign.

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Abstract:Introduction: Since its introduction in the National Immunisation Programme (NIP) in 2009, the Human Papillomavirus vaccine (HPV) had a low uptake in the Netherlands. Research has shown that the HPV Twitter campaign of the National Institute for Public Health and Environment (Rijksinstituut voor Volksgezondheid en Milieu; RIVM) failed at its communication with the Dutch citizens. The RIVM failed to inform citizens, with no prior knowledge of the HPV vaccine, sufficiently. This resulted in Dutch citizens worrying about the vaccine efficacy, safety and unknown side-effects. Objective: This study aims to improve the information used in the HPV vaccination campaign of the RIVM on the social media platform Twitter. The following research questions have been developed: (1a.) Which message frames positively affect vaccination attitude and vaccination intention, and (1b.) which moderators influence the effect of message frames on vaccination attitude and vaccination intention and (2) how can these frames be used in the Twitter HPV vaccination campaign of the RIVM? Methods: In this study, a mini-systematic literature review is conducted to investigate which message frames, and under which conditions these frames, are affecting the individual’s vaccination intention and vaccination attitude. A total of 26 studies are included in this study. The health communication guide from the U.S. Department of Health & Human Services is consulted for the development of the design implication. Results: The findings of the mini-systematic review show that gain-, loss-, temporal-, and attributeframing affect the individuals' vaccination intention and attitude. Furthermore, the findings show that the included studies found more moderating factors influencing message frames than the theory suggested, being: vaccine efficacy, ethnic groups, text vs. image support, colour combination, media channel, prior-knowledge about the vaccine, consideration of future consequences, temporal distance and behavioural frequency. The findings also show that a limited amount of literature discusses the effect of temporal- and attribute framing on vaccination intention and vaccination attitude. The design implications for the RIVM HPV Twitter campaign show that all four message frames (Gain-, loss-, temporal- and attribute framing) can be used to derive six new campaign messages which should improve the information of the RIVM HPV Twitter campaign. Discussion/ Conclusion: In conclusion, gain-, loss-, temporal-, and attribute framing can be applied to persuade people to get vaccinated and/or to change their attitude towards vaccination. Furthermore, several moderators influence the effectiveness of gain- and loss- framed messages in vaccination messages. Gain-, loss-, and temporal framed messages are designed to inform the parents about the infectious disease Human Papillomavirus and to explain why this vaccine is necessary. The most effective moderators that the RIVM should consider for effective implementation of the message frames are: perceived risk, vaccine efficacy, ethnic groups and prior-knowledge about the vaccine
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:88 social and public administration
Programme:Public Administration MSc (60020)
Link to this item:http://purl.utwente.nl/essays/80599
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