Volatility and Heterogeneity of Vaccine Sentiments Means Continuous Monitoring is Needed When Measuring Message Effectiveness

Study Results

Results pending

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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Recruitment Status

COMPLETED

Clinical Phase

NA

Total Enrollment

127000 participants

Study Classification

INTERVENTIONAL

Study Start Date

2021-07-01

Study Completion Date

2022-04-01

Brief Summary

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The success of vaccination programs often depends on the effectiveness of the vaccine messages, particularly during emergencies such as the COVID-19 pandemic. The current suboptimal uptake of COVID-19 vaccines across many parts of the world highlights the tremendous challenges in overcoming vaccine hesitancy and refusal even in the context of a world-devastating pandemic. The investigators conducted a randomized controlled trial in Hong Kong to evaluate the impact of seven vaccine messages on COVID-19 vaccine uptake (with the government slogan as the control). The participants included 127,000 individuals who googled COVID-19-related information during July-October 2021.

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Detailed Description

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This study aims to evaluate the effectiveness of using the Google advertising platforms on influencing the uptake of COVID-19 vaccines in Hong Kong. When completed, the rich database compiled through this proposed study will provide increased insight into vaccine hesitancy in Hong Kong. Insights from the optimised online advertising trial can aid in providing crucial technical and theoretical support to the relevant health authorities for any potential evidence-based policy intervention in addressing vaccine hesitancy issues or the public's concerns towards vaccines in Hong Kong.

Conditions

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Vaccine-Preventable Diseases Vaccine Refusal

Study Design

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Allocation Method

RANDOMIZED

Intervention Model

PARALLEL

Primary Study Purpose

HEALTH_SERVICES_RESEARCH

Blinding Strategy

SINGLE

Participants

Study Groups

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Government

Participants were shown with the government slogan for the COVID-19 vaccine campaign in 2021. This was the control arm.

Group Type ACTIVE_COMPARATOR