| Literature DB >> 35137068 |
Caterina Favaretti1, Maya Adam2, Merlin Greuel1, Violetta Hachaturyan1, Jennifer Gates3, Till Bärnighausen1,4,5, Alain Vandormael1.
Abstract
COVID-19 misinformation has spread rapidly across social media. To counter misinformation, we designed a short, wordless and animated video (called the CoVideo) to deliver scientifically informed and emotionally compelling information about preventive COVID-19 behaviours. After 15 163 online participants were recruited from Germany, Mexico, Spain, the UK and the USA, we offered participants in the attention placebo control (APC) and do-nothing arms the option to watch the CoVideo (without additional compensation) as post-trial access to treatment. The objective of our study was to evaluate participant engagement by quantifying (i) the proportion of participants opting to watch the CoVideo and (ii) the duration of time spent watching the CoVideo. We quantified the CoVideo opt-in and view time by experimental arm, age, gender, educational status, country of residence and COVID-19 prevention knowledge. Overall engagement with the CoVideo was high: 72% of the participants [CI: 71.1%; 73.0%] opted to watch the CoVideo with an average view time of 138.9 out of 144.0 s [CI: 138.4; 139.4], with no statistically significant differences by arm. Older participants (35-59 years) and participants with higher COVID-19 prevention knowledge had higher view times than their counterparts. Spanish participants had the highest opt-in percentage whereas Germans exhibited the shortest view times of the five countries. Short, wordless and animated storytelling videos, optimized for 'viral spread' on social media, can enhance global engagement with COVID-19 prevention messages by transcending cultural, language and literary barriers.Entities:
Keywords: COVID-19; informational video; online misinformation; participant engagement; randomized controlled trial
Year: 2021 PMID: 35137068 PMCID: PMC8690074 DOI: 10.1093/heapro/daab179
Source DB: PubMed Journal: Health Promot Int ISSN: 0957-4824 Impact factor: 2.483
Fig. 1:Trial Design: From the main trial, 9685 participants were directed to the post-trial stage (access to treatment). Of these, 343 (3.5%) were lost, resulting in a final sample size of 9342 participants for this study.
Distribution of age, gender, education status, country of residence and primary language of participants by trial arm
| Do-nothing arm | APC arm | ||||
|---|---|---|---|---|---|
| 4670 | 4672 | ||||
|
| % |
| % |
| |
| Age | |||||
| 18–24 | 1306 | 28.0 | 1272 | 27.2 | 0.522 |
| 25–34 | 1707 | 36.5 | 1704 | 36.5 | |
| 35–44 | 925 | 19.8 | 913 | 19.5 | |
| 45–54 | 541 | 11.6 | 561 | 12.0 | |
| 55–59 | 191 | 4.1 | 222 | 4.7 | |
| Gender | |||||
| Female | 2491 | 53.3 | 2563 | 54.9 | 0.175 |
| Male | 2143 | 46.0 | 2083 | 44.6 | |
| Other | 36 | 0.8 | 26 | 0.6 | |
| Education status | |||||
| Primary school | 152 | 3.2 | 127 | 2.7 | 0.416 |
| High school | 708 | 15.2 | 732 | 15.7 | |
| BA, some college | 2982 | 63.8 | 2968 | 63.5 | |
| MA/PhD | 828 | 17.7 | 845 | 18.1 | |
| Country of residence | |||||
| Germany | 252 | 5.4 | 248 | 5.3 | 0.976 |
| Mexico | 218 | 4.7 | 226 | 4.8 | |
| Spain | 233 | 5.0 | 236 | 5.0 | |
| UK | 2759 | 59.1 | 2777 | 59.4 | |
| US | 1208 | 25.9 | 1185 | 25.4 | |
| First language | |||||
| German | 251 | 5.4 | 225 | 5.3 | 0.975 |
| English | 3968 | 85.0 | 3963 | 84.8 | |
| Spanish (Mexico) | 233 | 5.0 | 238 | 5.1 | |
| Spanish | 218 | 4.7 | 225 | 4.8 | |
Logistic regression results for prediction of the decision to watch the CoVideo by participants in the Do-nothing and APC arms
| Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | Model 6 | |
|---|---|---|---|---|---|---|
| Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | |
| Study arm (ref: Control) | ||||||
| APC | 1.041 (0.048) | 1.038 (0.048) | 1.039 (0.048) | 1.041 (0.048) | 1.036 (0.048) | 1.036 (0.048) |
| Age (ref: 18–24) | ||||||
| 25–34 | 1.426 | 1.429 | 1.465 | 1.478 | 1.468 | |
| 35–44 | 1.589 | 1.594 | 1.638 | 1.735 | 1.725 | |
| 45–54 | 1.440 | 1.453 | 1.491 | 1.577 | 1.561 | |
| 55–59 | 1.600 | 1.614 | 1.657 | 1.753 | 1.735 | |
| Gender (ref: Female) | ||||||
| Male | 1.091 | 1.081 | 1.066 (0.051) | 1.074 (0.052) | ||
| Other | 1.369 (0.408) | 1.334 (0.398) | 1.552 (0.463) | 1.526 (0.457) | ||
| Education status (ref: Primary school) | ||||||
| High school | 0.893 (0.073) | 0.972 (0.080) | 0.959 (0.079) | |||
| BA, some college | 1.237 (0.185) | 0.978 (0.159) | 1.001 (0.163) | |||
| MA/PhD | 1.074 (0.070) | 1.133 | 1.122 | |||
| Country of Residence (ref: Germany) | ||||||
| Mexico | 0.863 (0.142) | 0.883 (0.145) | ||||
| Spain | 1.595 | 1.613 | ||||
| UK | 0.633 | 0.644 | ||||
| USA | 0.438 | 0.449 | ||||
| Knowledge | 1.062 | |||||
|
| 9342 | 9342 | 9342 | 9342 | 9342 | 9342 |
Note: The sample consists of 9342 participants, of which 4670 belong to the do-nothing group and 4672 to the APC group. The dependent variable is ‘watch video’ which is a dummy variable that is equal to 1 if the participant decided to watch the CoVideo, 0 otherwise. Study arm, age, gender, education status, country of residence are categorical questions. Knowledge is the number of correct answers each participant gave to the survey questions about COVID-19 knowledge. The coefficients are expressed in odds ratios. Robust standard errors are reported in parentheses.
p-value < 0.01,
p-value < 0.05,
p-value < 0.1.
Fig. 2:Proportion of participants who chose to play the CoVideo (n = 9342) by age, gender, education status and country of residence.
OLS estimates for the predictors of the CoVideo View time, i.e. the length of time that a participant spends on the video, among participants in the Do-nothing and APC arms
| Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | Model 6 | |
|---|---|---|---|---|---|---|
| Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | Coef. (Std.Err) | |
| Study arm (ref: Control arm) | ||||||
| APC | −0.164 (0.550) | −0.153 (0.549) | −0.203 (0.547) | −0.256 (0.548) | −0.255 (0.542) | −0.266 (0.541) |
| Age (ref: 18–24) | ||||||
| 25–34 | 1.150 (0.794) | 1.110 (0.793) | 0.640 (0.815) | 1.242 (0.801) | 1.147 (0.798) | |
| 35–44 | 3.431 | 3.352 | 2.828 | 3.052 | 2.958 | |
| 45–54 | 3.760 | 3.631 | 3.127 | 3.337 | 3.201 | |
| 55–59 | 5.214 | 5.105 | 4.618 | 5.020 | 4.911 | |
| Gender (ref: Female) | ||||||
| Male | −2.719 | −2.472 | −2.970 | −2.913 | ||
| Other | 3.288 | 3.685 | 2.768 | 2.673 | ||
| Education status (ref: Primary school) | ||||||
| High school | 1.273 | 0.438 (0.893) | 0.249 (0.891) | |||
| BA, some college | −7.472 | 0.334 (2.671) | 0.414 (2.669) | |||
| MA/PhD | −0.339 (0.781) | −0.796 (0.774) | −0.893 (0.771) | |||
| Country of Residence (ref: Germany) | ||||||
| Mexico | 19.89 | 20.08 | ||||
| Spain | 20.77 | 20.83 | ||||
| UK | 14.01 | 14.15 | ||||
| USA | 15.64 | 15.84 | ||||
| Knowledge | 0.598 | |||||
| Intercept | 139.0 | 137.2 | 138.5 | 139.0 | 124.8 | 114.7 |
|
| 6731 | 6731 | 6731 | 6731 | 6731 | 6731 |
Note: The sample consists of 9342 participants, of which 4670 belong to the do-nothing group and 4672 to the APC group. The dependent variable is ‘View Time’ which is the view time of the CoVideo expressed in seconds. Study arm, age, gender, education status, country of residence are categorical questions. Knowledge is the number of correct answers each participant gave to the survey questions about COVID-19 knowledge. Robust standard errors are reported in parentheses.
p-value < 0.001,
p-value < 0.05,
p-value < 0.1.
Fig. 3:View time among the participants who played the CoVideo (n = 6731) by age, gender, education status and country of residence.