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Susan J. Robinson

Emerging Digital Media Forms for Increasing Engagement in Health Messages Across Diverse Communities. Susan J. Robinson National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention Communication Across Borders July 2008. Fine Print.

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Susan J. Robinson

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  1. Emerging Digital Media Forms for Increasing Engagement in Health Messages Across Diverse Communities Susan J. Robinson National Center for HIV/AIDS, Viral Hepatitis, STD, and TB PreventionCommunication Across Borders July 2008

  2. Fine Print • Presentation contents are solely the responsibility of the author and do not necessarily represent the official views of the CDC.

  3. Overview • eHealth evolution • Emerging Technologies • Mobile media: texting and peer-generated video • Engagement • Evaluation design • Tangible media: responsive objects, surfaces, and spaces • Key Research Questions

  4. eVolution of eHealth 2005 2008 • Interactive • Tailoring – Individual-level • Personalization • Networked • Peer-to-peer -- Group level/social • Participation

  5. Increase information processing Attention Effortful processing Self-reference Peripheral processing Emotional response Impact behavioral determinants Behavioral intention Skills Self-efficacy Attitudes/expectancies Normative perceptions Theory Behind Tailoring* Source: Hawkins et al. Understanding tailoring in Cancer Communication, eHealth Summit 2005.

  6. Social Networks • Social Networking Sites: • Improve user reach • Improve customer satisfaction • Promote products and services • Facilitate knowledge sharing • Increase brand awareness

  7. World AIDS Day / Know It Campaign – bloggers

  8. Mobile Phone Use • More adults in the U.S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone. • About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006). • An estimated 8 million people viewed mobile videos in May 2007

  9. Texting: Evidence of Effectiveness • Smoking cessation • Weight managemnet • Diabetes management • Asthma control • HIV awareness

  10. Text Messaging and Internet Zip Code Finder • Mobile Texting Campaign: KnowIt • To encourage users to know their HIV status and to locate HIV testing facilities nearby • Mobile phone users text their zip code to “KNOWIT” (566948) and within seconds they receive a text message with an HIV testing location near them.   • This mobile phone service connects users with CDC’s testing database found at www.HIVtest.org. • Localization

  11. KnowIt – Texting Hits (World AIDS Day 2007)

  12. Personal Public Service Announcements: PPSAs • Engagement with HIV Prevention: A Mobile Media Experience • Engaging target audience in the making of the message • Ensuring diversity of participants – brought together through a problem in common • First Department-level clearance for peer- generated mobile content • PPSAs available on YouTube • From more information about the event, see: http://www.nmi.uga.edu/aids_ppsa/ 2008 Event Sponsored by the University of Georgia, CDC, Verizon, Nokia, AIDS Research Consortium of Atlanta, and many others.

  13. Peer-Generated Process: 2 Days • Diverse students – state liberal arts, state engineering universities and historically black college/university • Received briefing on HIV science, epidemiology, & effective health message “platforms” (tested messages) • Heard from/interacted with HIV positive gay men working in AIDS prevention • Pitched ideas & received feedback from experts on message translation before shooting/production • Produced messages entirely on mobile phone equipment (phones & bluetooth microphones) • Edited PPSA’s on personal computers

  14. The Lens of Contact Theory • Equal status? • Cooperation over superordinate goals? • Close, meaningful contact? • Institutional support? • Willingness to participate?

  15. Distribution: WWW & Mobile (VCast, Ads) (http://youtube.com/user/CDCStreamingHealth)

  16. Evaluation • Centers for Excellence in Health Marketing • Pretesting with high-risk 18-26 year olds for message effects, attention-getting, positive effects • Compare cell phone and YouTube channel formats effects, willingness to pass to friends • Study process and impact of peer-to-peer distribution of the messages • Performance of promoted behavior (txt zip to KNOWIT) • Campaign metrics analysis (mobile ad buy)

  17. Tangible User Interface (TUI): Definition • [Ishii & Ullmer 1997] • TUIs give physical form to digital information by seamlessly coupling the dual worlds of bits and atoms… • Digital information [bits] • Everyday physical objects and spaces [atoms] • This means we can… • Use physical spaces, surfaces, and objects as both controls and representations of digital information • Enable co-located collaborative user interactions with digital information Marble Answering Machine Royal College of Art, Interaction Design Durrell Bishop, 1992

  18. Tangible Media • [Dourish 2001] • "Where the Action Is: The Foundations of Embodied Interaction“ • Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social construction of meaning. WikiTUI Digital Annotation of Physical Books Synaesthetic Media Lab, Andy Wu & Ali Mazalek, 2008

  19. Making Contact? • Tangible tabletop stories that can be told from many different perspectives, understood in many different ways Storytelling workshop at the Boston Museum of Science Computer Clubhouse, 2001

  20. Experiments: Multi-Viewpoint Stories Insert architales KinoPuzzle Documentary Collage Synaesthetic Media Lab, Robinson & Ali Mazalek, 2008 Architales Experimental Media Class 2008

  21. Source: A. Badre. www.interfacile.com The Iterative Development Cycle Design the interface Identify possible improvements Test and Analyze interface utilization Use the interface

  22. Key Research Questions • What are potential application domain areas for tangible media in health interventions? • How can we engage affected communities in designing interventions (problem solving)? • How would we evaluate these interventions, e.g. identify comparison conditions and groups? • What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media? • For border health issues (e.g. environment) could tangible media increase the feeling of significant contact?

  23. Contact Information Susan J. Robinson sjr2@cdc.gov NCHHSTP Health Communication Science Office Thanks to: Ann Aikinaaikin@cdc.gov Division of eHealth Marketing National Center for Health Marketing Centers for Disease Control and Prevention

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