The Effect of Optimised Online Advertising on the Uptake of COVID-19 Vaccines in Hong Kong
试验速览
- 阶段
- 不适用
- 状态
- 已完成
- 入组人数
- 127,000
- 试验地点
- 1
- 主要终点
- Number of bookings following each message delivery within 6 hours
研究概览
简要总结
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.
详细描述
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.
研究设计
- 研究类型
- Interventional
- 分配方式
- Randomized
- 干预模型
- Parallel
- 主要目的
- Health Services Research
- 盲法
- Single (Participant)
入排标准
- 性别
- All
- 接受健康志愿者
- 是
入选标准
- •General users of Google search in Hong Kong
排除标准
- 未提供
研究组 & 干预措施
Government
Participants were shown with the government slogan for the COVID-19 vaccine campaign in 2021. This was the control arm.
干预措施: Google ads (Behavioral)
Comparison
The ad emphasized that vaccine uptake in Hong Kong substantially lagged behind that in comparable populations such as Singapore and the UK.
干预措施: Google ads (Behavioral)
Exemption
The ad emphasized that vaccinated people could be exempted from some disruptive control measures such as mandatory testing
干预措施: Google ads (Behavioral)
Family
The ad prompted people to get vaccinated in order to protect their family.
干预措施: Google ads (Behavioral)
Lottery
The ad prompted people to get vaccinated in order to be eligible for the numerous COVID-19 lotteries in Hong Kong
干预措施: Google ads (Behavioral)
Mortality
The ad emphasized that COVID-19 has caused millions of deaths worldwide.
干预措施: Google ads (Behavioral)
Reopen
The ad prompted people to get vaccinated to help Hong Kong reopen sooner.
干预措施: Google ads (Behavioral)
结局指标
主要结局
Number of bookings following each message delivery within 6 hours
时间窗: 6 hours
The number of bookings made within X = 6 hours following each message delivery
次要结局
- Number of bookings following each message delivery within 3 hours(3 hours)
- Number of bookings following each message delivery within 12 hours(12 hours)