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 Based on Part 1, your campaign topic is Vaccine Hesitancy and Vaccine Education. The assignment requires a single-page visual campaign piece (infographic, poster, or social media graphic) along with a 2–3 paragraph summary to post in Yellowdig. Your topic selection is supported by community feedback that identified misinformation, lack of trust, and concerns about vaccine safety as major contributors to vaccine hesitancy.  

  

Part 1: Community Engagement and the Selection of the Topic

Step 1: Community Engagement Post

Social Media Post (Facebook and Instagram)

Step 2: Documented Responses (Five Persons)

Person 1 (Facebook comment):

Below is the screenshot as it wouldn’t fit here. 

Person 2 (Instagram DM response):

Below is the screenshot as it wouldn’t fit here.

Person 3 (In-person conversation):

“As a teacher, I’ve seen children get sick with diseases that are totally preventable, mostly because their parents have decided to decline vaccines which is honestly really scary. I need to make sure these campaigns do more than just rattle parents into action , they also help build trust, bit by bit.”

Person 4 (Facebook comment):

Person 5 (In-person conversation):

“I was kinda hesitant about the HPV vaccine for my son, like really on the fence. A nurse took time to sort of explain the science, and then listen to my worries without judging me. It changed my whole view, honestly, even if I came in unsure. Social media campaigns should do the same thing too, that same empathic method, not this shaming kind of push, more like hearing people out and giving clear education.”

Step 3: The Chosen Topic and the Brief Narrative

The Selected Campaign Topic: Tackling Vaccine Hesitancy towards Improvement of Population’s Health

The reasoning behind the topic

Vaccine hesitancy was identified as the top social health issue that needs a social media campaign based on the responses from five members of the community. Several people spoke about misinformation on social media as one of the main reasons for vaccine refusal; others spoke about the consequences in real life such as a child with measles, vulnerable people who depend on herd immunity, and the difficulties parents faced in making choices regarding vaccines.

The case of Person 5 was pretty enlightening, in a way, because the girl’s hesitation was handled via a compassionate chat with a nurse. It seemed to help in re stating the role that empathy, not judgment, plays when vaccine information is being shared. Parents require reliable information that they can use, as stated by persons 1 and 3. Person 4 reminded that vaccine decisions impact not only on the individual, but also on the community including unvaccinatable medically.

The World Health Organization, WHO, named vaccine hesitancy as one of the leading ten threats to global health. It undermines herd immunity, it pushes preventable disease outbreaks and it lands harder on vulnerable groups. Social media can be a good opening to advance and spread evidence-based plus considerate public health messages but at the same time it can spread misinformation.

A vaccine hesitancy social media campaign will help raise awareness, improve trust, enable well-informed decisions, and keep communities healthy. The course goals for population health advocacy and scholarly communication are directly met in this topic.

Social Media Campaign: Addressing Vaccine Hesitancy to Improve Population Health

Article Review 1

Title of Article; A Social Media Campaign to Promote COVID-19 Vaccination: Cost-Effectiveness

Analysis.

Population/Problem: Adults in Nigeria who were not vaccinated against COVID-19 and were not

definitely against vaccination but were also 'persuadable middle' adults.

Intervention/Issue: The social media platform serves as a dedicated intervention to address

healthcare professional needs and general public requirements. The intervention used social media

influencers together with specific social media platform advertisements to promote vaccine

vaccination

Outcomes: There was 6.4-7.8% rise in vaccination coverage for the targeted population. It was

very cost effective because it reached 1.87 million people at only $0.61 per person.

Study Type: Quasi-experimental design with cost-effectiveness analysis (Journal article – peer-

reviewed).

Relevance: This study demonstrates that awareness is not enough, social media campaigns induce

actual, measurablebehavior change (vaccination). It will help your campaign by making the case to

invest in social media as an intervention strategy that is cost-effective.

APA Citation: Long, M. W., Bingenheimer, J. B., Ndiaye, K., Donati, D., Rao, N., Selinam Akaba, Agha,

S., & Evans, W. D. (2025). A Social Media Campaign to Promote COVID-19 Vaccination: Cost-

Effectiveness Analysis. JMIR Public Health and Surveillance, 12, e84540–e84540.

https://doi.org/10.2196/84540.

Article Review 2

Title of Article: The Impact on Audience Engagement of Coordinating a Public Health Campaign on

Antimicrobial Resistance through a Network of Health Content Creators

Population/Problem: General public in the context of YouTube, who engage with health

information.

Intervention/Issue: Researchers gathered an existing group of influencers (called “health content

creators”) and tried to coordinate them for the creation of videos on Antimicrobial Resistance

(AMR). The study compared engagement with these coordinated videos with the creators' standard

(non-coordinated) videos.

Outcomes: Results show that the coordinated campaign did not create higher viewership numbers

but produced 15 times more comments than average which showed deeper audience engagement

through their comments and discussions.

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Study Type: The research employed a longitudinal observational study design which ended with

publication in a peer-reviewed journal.

Relevance: The campaign project requires an establishment of the audience awareness and

interest while you need to drive people toward behavior change. This article proves that

engagement (Comments, Shares, Discussion) matters more than views. It provides guidance on

developing an approach that will generate conversation and community engagement, and this is

essential in changing attitudes.

APA Citation: Chen, F., Cooper, J., Acharya, A., Dryden, S., Darzi, A., & Grailey, K. (2026). The Impact

on Audience Engagement of Coordinating a Public Health Campaign on Antimicrobial Resistance

Through a Network of Health Content Creators: Longitudinal Observational Study. JMIR Public

Health and Surveillance, 12, e86587–e86587. https://doi.org/10.2196/86587.

Article Review 3

Title of Article: Psychological Competences Mediating the Adoption of Health Behaviors in Adults

Through Internet, Social Media and Online Games: A Systematic Review

Population/Problem: The research investigates how adult people make use of internet social

media and online gaming platforms.

Intervention/Issue: The systematic review examined 27 studies to discover the reasons that make

digital health programs successful which functions as its main purpose. The study investigated how

different psychological elements affect people's decision to adopt healthy lifestyles after they use

online resources.

Outcomes: The review established that self-efficacy and health literacy and motivation and risk

perception function as essential psychological abilities which people need to develop their health

behaviors. The successful campaign needs to establish two main elements which include building

confidence through health competence creation and demonstrating health risks.

Study Type: The research study presents its findings through systematic review research which

published its results in a peer-reviewed journal article.

Relevance: The article serves as essential evidence for your evidence-based research approach.

The content of the article presents a theoretical framework which establishes the process for

developing your campaign messaging. Your campaign visuals need to establish two elements which

include showing facts and helping people build self-efficacy through elements like "Getting your

vaccine is easy and safe" while showing risk perception through elements like "Protect your family

from preventable illness".

APA Citation: Mazzucato, M., Savastano, M., & Iudici, A. (2026). Psychological Competences

Mediating the Adoption of Health Behaviors in Adults Through Internet, Social Media and Online

Games: A Systematic Review. Behavioral Sciences, 16(3), 357.

https://doi.org/10.3390/bs16030357

4

Summary

Social media campaigns successfully combat vaccine hesitancy because they create

measurable changes in human behavior while increasing public engagement and using

psychological theories. Long et al. (2026) show social media increases vaccination rates cost-

effectively. Chen et al. (2026) emphasize that campaigns which create public dialogue produce

greater audience involvement than campaigns which deliver information through one-way

communication. The systematic review shows that health behavior adoption depends on two main

factors which include building self-efficacy and establishing correct risk perception frameworks.

The articles provide evidence that supports the need for businesses to invest in social media while

they create interactive content and develop educational materials which help people understand

risks and make informed decisions.

Chen, F., Cooper, J., Acharya, A., Dryden, S., Darzi, A., & Grailey, K. (2026). The Impact on

Audience Engagement of Coordinating a Public Health Campaign on Antimicrobial

Resistance Through a Network of Health Content Creators: Longitudinal Observational

Study. JMIR Public Health and Surveillance, 12, e86587–e86587.

https://doi.org/10.2196/86587

Long, M. W., Bingenheimer, J. B., Ndiaye, K., Donati, D., Rao, N., Selinam Akaba, Agha, S., &

Evans, W. D. (2025). A Social Media Campaign to Promote COVID-19 Vaccination:

Cost-Effectiveness Analysis. JMIR Public Health and Surveillance, 12, e84540–e84540.

https://doi.org/10.2196/84540

Mazzucato, M., Savastano, M., & Iudici, A. (2026). Psychological Competences Mediating the

Adoption of Health Behaviors in Adults Through Internet, Social Media and Online

Games: A Systematic Review. Behavioral Sciences, 16(3), 357.

https://doi.org/10.3390/bs16030357