Exploring the reception of global health campaigns at a local level: a study of the WHO #SafeHands handwashing social media campaign for the Coronavirus (COVID-19) pandemic on Twitter.

Abstract

This study explores the efficacy of the universal WHO #Safehands Handwashing campaign at a localised level, specifically for students at the University of KwaZulu-Natal (UKZN) in South Africa. It is essential to develop a greater understanding of the reception and effectiveness of global health campaigns in the context where they are received to improve future campaigns' success. This study also explores participatory platforms for health communication, such as social media platforms, to determine if they have a more significant impact on behaviour change. This study is helpful in assessing whether these platforms should be used more often in the future to achieve a greater impact on health communication campaigns. A further objective of this study is to better understand the affordances and limitations of health communication campaigns on Twitter (now X), as Twitter was the main platform utilised to distribute the WHO #SafeHands Handwashing campaign. This study is beneficial in guiding future campaigns that plan to utilise Twitter as an example of social media to disseminate health communication campaigns, particularly pandemic campaigns, as more effective campaigns can save lives. Within the study, a qualitative research approach was performed in the form of online focus groups conducted via Zoom. The sample included registered UKZN students based in KwaZulu-Natal who were either in a rural or urban area during the initial COVID-19 lockdown period. The data analysis technique performed was the six-phase reflexive thematic analysis process to identify emerging themes and differentiate the three potential readings of the campaign from Stuart Hall’s Reception Analysis. Reception Analysis and Participatory Culture were the theoretical guides for this study. The reception of the campaign was positive overall, and participants felt better equipped to wash their hands effectively after seeing the campaign. The challenge of recreating videos within the campaign, which encouraged participants to actively participate in the campaign, however, was not received as positively. This is largely due to inadequate living conditions, whereby some participants did not have the same facilities or basic amenities,such asrunning water. The study discovered that vast contrasts in the living conditions of some of the local 4 participants had impacted the effectiveness of the WHO #Safehands Handwashing campaign for these participants. The impact of this research highlights the need for global health authorities to work closely with local health authorities to ensure that unique regional circumstances and cultural differences are considered when designing campaigns. For global health campaigns to be more impactful and relatable, they may need to be adapted within different regions. By taking this into consideration, global campaigns may be more successful and ultimately save lives.