Evaluation of a Web-Based Culturally Sensitive Educational Video to Facilitate Informed Cervical Cancer Screening Decisions Among Turkish- and Moroccan-Dutch Women Aged 30 to 60 Years: Randomized Intervention Study.

BACKGROUND: In the Netherlands, since 1996, a national cervical cancer (CC) screening program has been implemented for women aged 30 to 60 years. Regional screening organizations send an invitation letter and information brochure in Dutch to the home addresses of targeted women every 5 years. Although this screening is free of charge, Turkish- and Moroccan-Dutch women, especially, show low screening participation and limited informed decision-making (IDM). As Turkish- and Moroccan-Dutch women indicated their need for information on the practical, emotional, cultural, and religious aspects of CC screening, we developed a culturally sensitive educational video (CSEV) as an addition to the current information brochure. OBJECTIVE: In this study, we aimed to evaluate the added effect of the CSEV on IDM regarding CC screening participation among Turkish and Moroccan women aged 30 to 60 years in the Netherlands through a randomized intervention study. METHODS: Initial respondents were recruited via several social media platforms and invited to complete a web-based questionnaire. Following respondent-driven sampling, respondents were asked to recruit a number of peers from their social networks to complete the same questionnaire. Respondents were randomly assigned to the control (current information brochure) or intervention condition (brochure and CSEV). We measured respondents' knowledge and attitude regarding CC screening and their intention to participate in the next CC screening round before and after the control or intervention condition. We evaluated the added effect of the CSEV (above the brochure) on their knowledge, attitude, intention, and IDM using intention-to-treat analyses. RESULTS: The final sample (n=1564) included 686 (43.86%) Turkish and 878 (56.14%) Moroccan-Dutch women. Of this sample, 50.7% (793/1564) were randomized to the control group (350/793, 44.1% Turkish and 443/793, 55.9% Moroccan) and 49.3% (771/1564) to the intervention group (336/771, 43.6% Turkish and 435/771, 56.4% Moroccan). Among the Turkish-Dutch women, 33.1% (116/350) of the control respondents and 40.5% (136/336) of the intervention respondents consulted the brochure (not statistically significant). Among Moroccan-Dutch women, these percentages were 28.2% (125/443) and 37.9% (165/435), respectively (P=.003). Of all intervention respondents, 96.1% (323/336; Turkish) and 84.4% (367/435; Moroccan) consulted the CSEV. The CSEV resulted in more positive screening attitudes among Moroccan-Dutch women than the brochure (323/435, 74.3% vs 303/443, 68.4%; P=.07). Women, who had never participated in CC screening before, showed significantly more often a positive attitude toward CC screening compared with the control group (P=.01). CONCLUSIONS: Our short and easily implementable CSEV resulted in more positive screening attitudes, especially in Moroccan-Dutch women. As the CSEV was also watched far more often than the current brochure was read, this intervention can contribute to better reach and more informed CC screening decisions among Turkish- and Moroccan-Dutch women. TRIAL REGISTRATION: International Clinical Trial Registry Platform NL8453; https://tinyurl.com/2dvbjxvc.

Physical Distancing and Social Media Use in Emerging Adults and Adults During the COVID-19 Pandemic: Large-scale Cross-sectional and Longitudinal Survey Study.

Background: Although emerging adults play a role in the spread of COVID-19, they are less likely to develop severe symptoms after infection. Emerging adults' relatively high use of social media as a source of information raises concerns regarding COVID-19-related behavioral compliance (ie, physical distancing) in this age group. Objective: This study aimed to investigate physical distancing among emerging adults in comparison with adults and examine the role of using social media for COVID-19 news and information in this regard. In addition, this study explored the relationship between physical distancing and using different social media platforms and sources. Methods: The secondary data of a large-scale longitudinal national survey (N=123,848) between April and November 2020 were used. Participants indicated, ranging from 1 to 8 waves, how often they were successful in keeping a 1.5-m distance on a 7-point Likert scale. Participants aged between 18 and 24 years were considered emerging adults, and those aged >24 years were considered adults. In addition, a dummy variable was created to indicate per wave whether participants used social media for COVID-19 news and information. A subset of participants received follow-up questions to determine which platforms they used and what sources of news and information they had seen on social media. All preregistered hypotheses were tested with linear mixed-effects models and random intercept cross-lagged panel models. Results: Emerging adults reported fewer physical distancing behaviors than adults (ß=-.08, t86,213.83=-26.79; P<.001). Moreover, emerging adults were more likely to use social media for COVID-19 news and information (b=2.48; odds ratio 11.93 [95% CI=9.72-14.65]; SE 0.11; Wald=23.66; P<.001), which mediated the association with physical distancing but only to a small extent (indirect effect: b=-0.03, 95% CI -0.04 to -0.02). Contrary to our hypothesis, the longitudinal random intercept cross-lagged panel model showed no evidence that physical distancing was not influenced by social media use in the previous wave. However, evidence indicated that social media use affects subsequent physical distancing behavior. Moreover, additional analyses showed that the use of most social media platforms (ie, YouTube, Facebook, and Instagram) and interpersonal communication were negatively associated with physical distancing, whereas other platforms (ie, LinkedIn and Twitter) and government messages had no or small positive associations with physical distancing. Conclusions: In conclusion, we should be vigilant with regard to the physical distancing of emerging adults, but the study results did not indicate concerns regarding the role of social media for COVID-19 news and information. However, as the use of some social media platforms and sources showed negative associations with physical distancing, future studies should more carefully examine these factors to better understand the associations between social media use for news and information and behavioral interventions in times of crisis.

The development of a culturally sensitive educational video: How to facilitate informed decisions on cervical cancer screening among Turkish- and Moroccan-Dutch women.

BACKGROUND: In the Netherlands, all women aged 30-60 years are invited to participate in the national cervical cancer screening programme, which is aimed at early detection and treatment of precancerous lesions. One fourth of the Dutch population has a migration background, with Turkish and Moroccan immigrants being the largest immigrant populations. Turkish- and Moroccan-Dutch women show lower screening participation rates and a higher incidence of cervical cancer, compared to native Dutch women. Since current information materials are not tailored to these women's needs, we developed a short culturally sensitive educational video to facilitate informed decision-making for cervical cancer screening among Turkish- and Moroccan-Dutch women. This article describes the development process of this video and the lessons learned. METHODS: Using the Entertainment-Education communication strategy, we collaborated with an interdisciplinary team of Turkish- and Moroccan-Dutch women, researchers, public health experts, and creative media professionals. We developed the video following the different stages of the Media Mapping model: Orientation, Crystallization, Design/Production, Implementation, and Dissemination. Each stage is described in the paper. RESULTS: The video was developed in Moroccan-Arabic, -Berber and Turkish, and emphasized three main themes: (1) more certainty about having cervical (pre)cancer and the possibility to prevent treatment, surgery, or premature death, and because of this, being there for the children, (2) according to the Islam, a woman should take good care of her health, and (3) anxiety, shame, and privacy. CONCLUSIONS: A short culturally sensitive educational video, delivered as part of a larger intervention together with the current information brochure, was developed based on theory and grounded in the needs of Turkish- and Moroccan-Dutch women. The value and effectiveness of this intervention to facilitate informed cervical cancer screening decisions are evaluated in a randomised controlled trial. PATIENT OR PUBLIC CONTRIBUTION: We collaborated with Turkish- and Moroccan-Dutch women during the development process of a short culturally sensitive educational video. Turkish- and Moroccan-Dutch women were also invited to watch the raw footage to verify whether the content and presentation matched their needs and requirements.

Toward spreadable entertainment-education: leveraging social influence in online networks.

Entertainment-education (EE) is a communication strategy that uses popular media to engage with audiences on prosocial topics such as health, social tolerance and sustainability. The purpose of EE serials on radio, television or the internet is to introduce new ideas, norms and practices by means of storytelling, as well as to offer points of engagement for audiences to talk about the themes raised by the intervention. However, in today's media landscape, it has become increasingly difficult to captivate audiences as they have fragmented across channels and have started to create and circulate content themselves. The concept of spreadable media allows us to deal with fragmentation and user-generated content in productive ways, as it recognizes the role of autonomous audience members in shaping the flows of media content in the online networks that underlie today's media landscape. In this article, we introduce spreadable EE: an innovative approach that builds on transmedia storytelling strategies to reach and captivate target audiences for a longer period of time, and that entails collaboration with online platforms, communities and social influencers to stimulate meaningful conversations. We enhance EE's theoretical, empirical and practical traditions with insights about how today's audiences have come to engage with media and propose strategic approaches to create and evaluate spreadable EE.

Mapping the Dutch vaccination debate on Twitter: Identifying communities, narratives, and interactions.

In recent years, vaccination rates in the Netherlands have declined slightly, but steadily. The Dutch National Institute for Public Health and the Environment (RIVM) commissioned a Committee for Vaccine Willingness (VWC) to study the societal context of the decline. One of the societal contexts is the Internet, where audiences discuss vaccination and refer to sources of health-related information of varying quality. Working for the VWC, we have explored the Dutch vaccination debate on Twitter in order to: (1) identify online communities in the vaccination debate, (2) identify vaccine-related narratives; and (3) understand how the online communities interact with each other. We identified seven different communities, including (public) health professionals, writers and journalists, anti-establishment, and international vaccination advocates. The debate is spearheaded by the writers & journalists community, while the health- and anti-establishment communities try to influence it. The health community circulates facts, figures and scientific studies, while negative messages about vaccination - either from a homeopathy or conspiracy perspective - are most prevalent in the anti-establishment. The facts and figures shared by the health community hardly reach other communities, whereas the myths introduced by the anti-establishment do spill over to other communities. Our study provides further evidence that negative perceptions about vaccination might be rooted in a wider sentiment of distrust of traditional institutions. We argue that Dutch health organizations should try to address questions, doubts, and worries among the general audience more actively, and present scientific information in a simpler and more attractive way.

Tailoring in the digital era: Stimulating dialogues on health topics in collaboration with social media influencers.

In today's media landscape, audiences increasingly turn to online communities for media consumption and to exchange information about specific niche interests such as health-related topics. This calls for a segmented approach in which interventions are targeted at online communities, tailored to their specific cultures and health-related perceptions, and leverage the dynamics of conversation and social influence in online networks. Strategies drawn from the field of influencer marketing provide interesting opportunities to reach and engage with audiences in a personally relevant manner, including with those who may disagree with an intervention's message. This article reflects on what health communicators might learn from influencer strategies and proposes digital methods to target and tailor health communication in the digital era. More concretely, we present methods to: (a) identify online communities engaging on a specific health issue; (b) map community specific cultures and health-related perceptions; and (c) identify influencers as potential collaboration partners. As such, we adopt a slightly different take on tailoring by putting the creative and cultural competences of social influencers central, and by aligning our methods with a media mapping protocol to create influencer strategies that are tailored to the cultures and health-related perceptions of multiple online audience segments. We illustrate the potential of these methods with a study of how vaccination is discussed among Dutch Twitter users.

Television Viewing Does Not Have to Be Sedentary: Motivation to Participate in a TV Exercise Program.

The present study explored which underlying motivations induced people to participate in a television exercise program called "The Netherlands on the Move!-television" (NOM-tv). A cross-sectional study was carried out among 1,349 viewers of NOM-tv. The respondents completed the intrinsic motivation inventory (IMI), assessing their levels of intrinsic motivation towards participating in the NOM-tv exercises. The results showed that higher levels of intrinsic motivation (i.e. enjoying the NOM-tv exercises, feeling competent to perform this activity, and willingness to put effort into the exercises) were the most important predictive factors of more frequent participation in the NOM-tv exercises. Future screen-based interventions to reduce sedentary behavior should aim especially at encouraging people's intrinsic orientations towards physical activity in an autonomy-supportive way.