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Burke ryan gosling memes and public health
1.
The Ryan Gosling
Effect:Tapping intoViral Memes to Change Health BehaviorThe Ryan Gosling Effect:Tapping intoViral Memes to Change Health Behavior Amelia Burke-Garcia, MA,Westat Christine Cotter, MPS, Westat HEY GIRL... it’s really important to use digital and social media to affect behavior change www.westat.com Digital & Social Media and Public Health Why Ryan Gosling? Real World Example Public health communicators consistently find it hard to show that any type of communication intervention really changes behavior. In most cases, intermediate outcomes are used to show progress along a continuum with the anticipation that these outcomes will lead to the desired longterm behavior change. When social media consumers show an overwhelming preference for such online phenomena, how can a public health behavior change campaign connect? The CDC MeetUp.com program: • 10,000 people reached with vaccination messages • 17 groups got vaccinated together • 302 people got vaccinated • 12% increase in intent to get vaccinated • 28% decrease in negative attitudes towards vaccination Digital and social media, as newer communication channels with opportunities for engagement and real-time data collection, helps bridge the gap between intermediate and long-term outcomes. You can measure behavior change as a result of social media in a variety of ways. One is the (S.O.C.I.A.L.)© Framework. The CDC program proved that tapping into social media platforms where information sharing is paramount can successfully encourage people to change their behaviors and get vaccinated. “We got the flu vaccine thanks to your campaign.” —Babies Born in 2011 Although digital and social media provide platforms that go beyond exposure and awareness, they still present a challenge to public health communicators, who struggle to use the media to effect and measure behavior change. CDC’s 2011-2012 National Influenza Vaccination Campaign addressed these challenges by implementing an innovative social media program with MeetUp.com, an online social networking website where people with similar interests organize themselves online but meet up offline. In addition, health messages must compete with viral memes like “Is Ryan Gosling cuter than a puppy?” and “LOLCats,” which tap into our obsession with celebrity and provide entertainment and humor. CDC used MeetUp. com to find the campaign’s at- risk audiences and encourage these groups to share flu vaccination messages and get vaccinated together. “The interactive aspects of social media suddenly provide…a wealth of tools to understand their consumers and build correlation models to better comprehend what they do and why they do it.” —Darren Cahr, SocialMediaToday “Interactive technologies can change people’s attitudes and behaviors using influence strategies established by the social sciences… persuasive technology is ubiquitous on the Web, and many Web services are successful in bringing about behavior change.” —BJ Fogg, Stanford University Reach through Content Syndication Value of the campaign Insights through consumer engagement with content Actions taken by audience and by brand HEY GIRL... HEY GIRL... I bet you’re wondering why I’m on a poster about public health Here’s how we made this all work with the CDC and Meetup.com Digital Media Planning Process Through Publisher Communication Paid Digital to Support Key Brand Events Direct-to-Consumer Communication Sustained Paid Media http://heygirlaffordablecareact. tumblr.com/ Developed by Amelia Burke, Westat