Generic Behavioural Change Campaign for COVID-19 Prevention
NCT ID: NCT05118373
Last Updated: 2021-11-12
Study Results
The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.
Basic Information
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COMPLETED
NA
2004 participants
INTERVENTIONAL
2021-08-18
2021-09-23
Brief Summary
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This study aims to evaluate the process and effect of the HBCC campaign on the uptake of COVID-19 preventative behaviours among people living in Lusaka and Copperbelt Provinces of Zambia.
Detailed Description
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The password campaign is rooted in behaviour change principles and was carefully created by the HBCC as a unifying intervention promoting memorability and behaviour uptake. It is being implemented in countries in Asia and Africa to increase the uptake of hand washing with soap, mask wearing, social distancing and surface cleaning. This study will be the first to provide evidence on the impact of this intervention on the uptake of behaviours within low-resourced settings.
Research questions:
1. To what extent have adults aged 18years and above been exposed to the password campaign?
2. What effect has the HBCC campaign had on practice of COVID-19 prevention behaviours in the community?
Main Aim: This study aims to evaluate the process and effect of the HBCC campaign on the uptake of COVID-19 preventative behaviours among people living in Lusaka and Copperbelt Provinces of Zambia.
Specific objectives:
1. To assess the contribution of process indicators on the performance of the HBCC campaign with respect to dose delivered and reach.
2. To evaluate the effect of the HBCC campaign on COVID-19 preventative behaviours.
Methodology (design, sampling, data collection methods and tools): In order to assess the intervention effect of the HBCC mass media campaign on the uptake of COVID-19 prevention behaviours among the general population, we will use a post-test quasi-experimental design where we will compare the uptake of three COVID-19 prevention behaviours among the general population in four provinces (Lusaka, Copperbelt, Southern and Eastern), where the intervention is variably ongoing. We will compare responses between exposed to unexposed individuals after intervention (i.e., a per protocol analysis). We define exposure as a positive response about exposure to, and memory of, the Password campaign (in particular it's specific slogan). We will stratify on biological sex and age.
Interactive Voice Response (IVR), an automated telephone system technology that interacts with the callers and routes the calls to the appropriate recipient will be used to collect data. This method had been chosen due to restriction on face to face data collection as a result of the COVID-19 pandemic. A random sample will be drawn from the phone number pool of persons \>18 years old registered to participate in surveys.
Data management issues (data management plan, analysis and storage):
Viamo (https://viamo.io/) will provide descriptive analysis for all variables including all respondents. They will further extract fully completed questionnaires and export it to Microsoft excel for cleaning and coding. They will send this de-identified data to CIDRZ, who will export the cleaned data to Stata 16 MP4 (Stata Corp, College Station, TX. USA) for further analyses. De- identification will protect confidentiality. When all the data has been extracted, it will be stored in a database using PostgreSQL object-relational database management for security purposes. PostgreSQL is a highly secure and easy to use.
Conditions
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Keywords
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Study Design
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NA
SINGLE_GROUP
OTHER
NONE
Study Groups
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Exposure
The campaign targets 3 TV stations, 8 radio stations, 2 billboard companies and social media platforms including YouTube, Twitter, Facebook, Instagram and LinkedIn with an anticipated reach of 1,433,201 people in Lusaka and Copperbelt provinces. Of the targeted TV and radio media houses, two each are national stations and will reach beyond these two intervention provinces including to Central and Southern province with an estimated 8% and 11% mass-media penetration compared to 21% and 38% for Copperbelt and Lusaka respectively.
BEHAVIOURAL CHANGE CAMPAIGN FOR COVID-19 PREVENTION IN ZAMBIA
The intervention is a mass media campaign using TV, radio, billboard and posters to disseminate the message. The content are well-produced videos and pictures emphasising the need to wash hands, wear a mask, maintain social distance and clean surfaces. The English version of the video can be viewed at this link: https://youtu.be/tcjaLAxy4Ms.
Interventions
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BEHAVIOURAL CHANGE CAMPAIGN FOR COVID-19 PREVENTION IN ZAMBIA
The intervention is a mass media campaign using TV, radio, billboard and posters to disseminate the message. The content are well-produced videos and pictures emphasising the need to wash hands, wear a mask, maintain social distance and clean surfaces. The English version of the video can be viewed at this link: https://youtu.be/tcjaLAxy4Ms.
Eligibility Criteria
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Inclusion Criteria
* Must reside in Lusaka, Copperbelt, Southern or Eastern Province
* Volunteer to take part in the study
Exclusion Criteria
18 Years
ALL
Yes
Sponsors
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London School of Hygiene and Tropical Medicine
OTHER
Unilever R&D
INDUSTRY
Centre for Infectious Disease Research in Zambia
OTHER
Responsible Party
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Locations
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Centre for Infectious Disease Research in Zambia
Lusaka, , Zambia
Countries
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References
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Anwar A, Malik M, Raees V, Anwar A. Role of Mass Media and Public Health Communications in the COVID-19 Pandemic. Cureus. 2020 Sep 14;12(9):e10453. doi: 10.7759/cureus.10453.
Adewuyi, E. O., 2016. Behavior Change Communication Using Social Media: A Review. THE INTERNATIONAL JOURNAL OF COMMUNICATION AND HEALTH, January.pp. 109-116.
Abdullahi L, Onyango JJ, Mukiira C, Wamicwe J, Githiomi R, Kariuki D, Mugambi C, Wanjohi P, Githuka G, Nzioka C, Orwa J, Oronje R, Kariuki J, Mayieka L. Community interventions in Low-And Middle-Income Countries to inform COVID-19 control implementation decisions in Kenya: A rapid systematic review. PLoS One. 2020 Dec 8;15(12):e0242403. doi: 10.1371/journal.pone.0242403. eCollection 2020.
CDC, 2012. Efforts to Prevent and Reduce Tobacco Use Among Young People., Atlanta GA: s.n.
Curtis V, Dreibelbis R, Sidibe M, Cardosi J, Sara J, Bonell C, Mwambuli K, Ghosh Moulik S, White S, Aunger R. How to set up government-led national hygiene communication campaigns to combat COVID-19: a strategic blueprint. BMJ Glob Health. 2020 Aug;5(8):e002780. doi: 10.1136/bmjgh-2020-002780.
Graffigna G, Bosio C, Savarese M, Barello M, Barello S. "#I-Am-Engaged": Conceptualization and First Implementation of a Multi-Actor Participatory, Co-designed Social Media Campaign to Raise Italians Citizens' Engagement in Preventing the Spread of COVID-19 Virus. Front Psychol. 2020 Nov 5;11:567101. doi: 10.3389/fpsyg.2020.567101. eCollection 2020.
Lin Y, Hu Z, Alias H, Wong LP. Influence of Mass and Social Media on Psychobehavioral Responses Among Medical Students During the Downward Trend of COVID-19 in Fujian, China: Cross-Sectional Study. J Med Internet Res. 2020 Jul 20;22(7):e19982. doi: 10.2196/19982.
Li X, Liu Q. Social Media Use, eHealth Literacy, Disease Knowledge, and Preventive Behaviors in the COVID-19 Pandemic: Cross-Sectional Study on Chinese Netizens. J Med Internet Res. 2020 Oct 9;22(10):e19684. doi: 10.2196/19684.
Wakefield MA, Loken B, Hornik RC. Use of mass media campaigns to change health behaviour. Lancet. 2010 Oct 9;376(9748):1261-71. doi: 10.1016/S0140-6736(10)60809-4.
Related Links
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Zambia Risk Communication and Community Engagement
WHO Social Distancing
Other Identifiers
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25741
Identifier Type: -
Identifier Source: org_study_id