Post on 21-Dec-2015
Emerging Digital Media Forms for Increasing Engagement in Health Messages Across Diverse Communities
Susan J. RobinsonNational Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention
Communication Across Borders
July 2008
Susan J. RobinsonNational Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention
Communication Across Borders
July 2008
Presentation contents are solely the responsibility of the author and do not necessarily represent the official
views of the CDC.
Presentation contents are solely the responsibility of the author and do not necessarily represent the official
views of the CDC.
Fine Print
OverviewOverview
• eHealth evolution• Emerging Technologies
• Mobile media: texting and peer-generated video• Engagement• Evaluation design
• Tangible media: responsive objects, surfaces, and spaces
• Key Research Questions
• eHealth evolution• Emerging Technologies
• Mobile media: texting and peer-generated video• Engagement• Evaluation design
• Tangible media: responsive objects, surfaces, and spaces
• Key Research Questions
eVolution of eHealtheVolution of eHealth
20052005
• Interactive
• Tailoring – Individual-level
• Personalization
• Interactive
• Tailoring – Individual-level
• Personalization
20082008
• Networked
• Peer-to-peer -- Group level/social
• Participation
• Networked
• Peer-to-peer -- Group level/social
• Participation
Theory Behind Tailoring*Theory Behind Tailoring*
Increase information processing
• Attention• Effortful processing• Self-reference• Peripheral processing• Emotional response
Increase information processing
• Attention• Effortful processing• Self-reference• Peripheral processing• Emotional response
Impact behavioral determinants
• Behavioral intention• Skills• Self-efficacy• Attitudes/expectancies• Normative perceptions
Impact behavioral determinants
• Behavioral intention• Skills• Self-efficacy• Attitudes/expectancies• Normative perceptions
Source: Hawkins et al. Understanding tailoring in Cancer Communication, eHealth Summit 2005.
Social Networks
Social Networking Sites:
• Improve user reach
• Improve customer satisfaction
• Promote products and services
• Facilitate knowledge sharing
• Increase brand awareness
Mobile Phone UseMobile Phone Use
• More adults in the U.S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone.
• About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006).
• An estimated 8 million people viewed mobile videos in May 2007
• More adults in the U.S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone.
• About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006).
• An estimated 8 million people viewed mobile videos in May 2007
Texting: Evidence of EffectivenessTexting: Evidence of Effectiveness
• Smoking cessation • Weight managemnet• Diabetes management• Asthma control • HIV awareness
• Smoking cessation • Weight managemnet• Diabetes management• Asthma control • HIV awareness
Text Messaging and Internet Zip Code Finder
Mobile Texting Campaign: KnowIt
• To encourage users to know their HIV status and to locate HIV testing facilities nearby • Mobile phone users text their zip code to “KNOWIT” (566948) and within seconds they receive a text message with an HIV testing location near them. • This mobile phone service connects users with CDC’s testing database found at www.HIVtest.org.
• Localization
KnowIt – Texting Hits (World AIDS Day 2007)KnowIt – Texting Hits (World AIDS Day 2007)
KnowIt SMS Hits
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Engagement with HIV Prevention: A Mobile Media Experience
• Engaging target audience in the making of the message• Ensuring diversity of participants – brought together through a problem in common• First Department-level clearance for peer- generated mobile content• PPSAs available on YouTube• From more information about the event, see: http://www.nmi.uga.edu/aids_ppsa/
2008 Event Sponsored by the University of Georgia, CDC,Verizon, Nokia, AIDS Research Consortium of Atlanta, and many others.
Personal Public Service Announcements: PPSAs
Peer-Generated Process: 2 DaysPeer-Generated Process: 2 Days• Diverse students – state liberal arts, state engineering universities
and historically black college/university• Received briefing on HIV science, epidemiology, & effective health
message “platforms” (tested messages)• Heard from/interacted with HIV positive gay men working in AIDS
prevention• Pitched ideas & received feedback from experts on message
translation before shooting/production• Produced messages entirely on mobile phone equipment (phones
& bluetooth microphones)• Edited PPSA’s on personal computers
• Diverse students – state liberal arts, state engineering universities and historically black college/university
• Received briefing on HIV science, epidemiology, & effective health message “platforms” (tested messages)
• Heard from/interacted with HIV positive gay men working in AIDS prevention
• Pitched ideas & received feedback from experts on message translation before shooting/production
• Produced messages entirely on mobile phone equipment (phones & bluetooth microphones)
• Edited PPSA’s on personal computers
The Lens of Contact TheoryThe Lens of Contact Theory
• Equal status?• Cooperation over superordinate goals?• Close, meaningful contact?• Institutional support?• Willingness to participate?
• Equal status?• Cooperation over superordinate goals?• Close, meaningful contact?• Institutional support?• Willingness to participate?
EvaluationEvaluation
• Centers for Excellence in Health Marketing• Pretesting with high-risk 18-26 year olds for message
effects, attention-getting, positive effects• Compare cell phone and YouTube channel formats
effects, willingness to pass to friends• Study process and impact of peer-to-peer distribution
of the messages• Performance of promoted behavior (txt zip to KNOWIT)• Campaign metrics analysis (mobile ad buy)
• Centers for Excellence in Health Marketing• Pretesting with high-risk 18-26 year olds for message
effects, attention-getting, positive effects• Compare cell phone and YouTube channel formats
effects, willingness to pass to friends• Study process and impact of peer-to-peer distribution
of the messages• Performance of promoted behavior (txt zip to KNOWIT)• Campaign metrics analysis (mobile ad buy)
Tangible User Interface (TUI): DefinitionTangible User Interface (TUI): Definition
• [Ishii & Ullmer 1997]• TUIs give physical form to digital information by
seamlessly coupling the dual worlds of bits and atoms…• Digital information [bits]• Everyday physical objects and spaces [atoms]
• This means we can…• Use physical spaces, surfaces, and objects as
both controls and representations of digital information
• Enable co-located collaborative user interactions with digital information
• [Ishii & Ullmer 1997]• TUIs give physical form to digital information by
seamlessly coupling the dual worlds of bits and atoms…• Digital information [bits]• Everyday physical objects and spaces [atoms]
• This means we can…• Use physical spaces, surfaces, and objects as
both controls and representations of digital information
• Enable co-located collaborative user interactions with digital information
Marble Answering Machine
Royal College of Art,Interaction DesignDurrell Bishop, 1992
Tangible MediaTangible Media
• [Dourish 2001]• "Where the Action Is: The
Foundations of Embodied Interaction“
• Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social construction of meaning.
• [Dourish 2001]• "Where the Action Is: The
Foundations of Embodied Interaction“
• Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social construction of meaning.
WikiTUI
Digital Annotation of Physical Books
Synaesthetic Media Lab, Andy Wu & Ali Mazalek, 2008
Making Contact?Making Contact?
• Tangible tabletop stories that can be told from many different perspectives, understood in many different ways
• Tangible tabletop stories that can be told from many different perspectives, understood in many different ways
Storytelling workshop at the Boston Museum of Science Computer Clubhouse, 2001
Experiments: Multi-Viewpoint StoriesExperiments: Multi-Viewpoint Stories
KinoPuzzleDocumentary Collage
Synaesthetic Media Lab, Robinson & Ali Mazalek, 2008
Insert architales
ArchitalesExperimental Media Class 2008
Source: A. Badre. www.interfacile.com
Design the interface
Identify possible improvements
Test and Analyze interface utilization
Use the interface
The Iterative Development CycleThe Iterative Development Cycle
Key Research QuestionsKey Research Questions
• What are potential application domain areas for tangible media in health interventions?
• How can we engage affected communities in designing interventions (problem solving)?
• How would we evaluate these interventions, e.g. identify comparison conditions and groups?
• What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media?
• For border health issues (e.g. environment) could tangible media increase the feeling of significant contact?
• What are potential application domain areas for tangible media in health interventions?
• How can we engage affected communities in designing interventions (problem solving)?
• How would we evaluate these interventions, e.g. identify comparison conditions and groups?
• What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media?
• For border health issues (e.g. environment) could tangible media increase the feeling of significant contact?
Contact InformationContact Information
Susan J. Robinson sjr2@cdc.govNCHHSTP Health Communication Science Office
Thanks to:Ann Aikin aaikin@cdc.gov Division of eHealth Marketing
National Center for Health MarketingCenters for Disease Control and Prevention
Susan J. Robinson sjr2@cdc.govNCHHSTP Health Communication Science Office
Thanks to:Ann Aikin aaikin@cdc.gov Division of eHealth Marketing
National Center for Health MarketingCenters for Disease Control and Prevention