The Efficacy of a Brief, Altruism-Eliciting Video Intervention in Enhancing COVID-19 Vaccination Intentions Among a Population-Based Sample of Younger Adults: Randomized Controlled Trial
dc.contributor.author | Zhu, Patricia | |
dc.contributor.author | Tatar, Ovidiu | |
dc.contributor.author | Griffin-Mathieu, Gabrielle | |
dc.contributor.author | Perez, Samara | |
dc.contributor.author | Haward, Ben | |
dc.contributor.author | Zimet, Gregory | |
dc.contributor.author | Tunis, Matthew | |
dc.contributor.author | Dubé, Ève | |
dc.contributor.author | Rosberger, Zeev | |
dc.contributor.department | Pediatrics, School of Medicine | en_US |
dc.date.accessioned | 2023-07-10T17:39:22Z | |
dc.date.available | 2023-07-10T17:39:22Z | |
dc.date.issued | 2022-05-30 | |
dc.description.abstract | Background: High COVID-19 vaccine uptake is crucial to containing the pandemic and reducing hospitalizations and deaths. Younger adults (aged 20-39 years) have demonstrated lower levels of vaccine uptake compared to older adults, while being more likely to transmit the virus due to a higher number of social contacts. Consequently, this age group has been identified by public health authorities as a key target for vaccine uptake. Previous research has demonstrated that altruistic messaging and motivation is associated with vaccine acceptance. Objective: This study had 2 objectives: (1) to evaluate the within-group efficacy of an altruism-eliciting short, animated video intervention in increasing COVID-19 vaccination intentions amongst unvaccinated Canadian younger adults and (2) to examine the video's efficacy compared to a text-based intervention focused exclusively on non-vaccine-related COVID-19 preventive health measures. Methods: Using a web-based survey in a pre-post randomized control trial (RCT) design, we recruited Canadians aged 20-39 years who were not yet vaccinated against COVID-19 and randomized them in a 1:1 ratio to receive either the video intervention or an active text control. The video intervention was developed by our team in collaboration with a digital media company. The measurement of COVID-19 vaccination intentions before and after completing their assigned intervention was informed by the multistage Precaution Adoption Process Model (PAPM). The McNemar chi-square test was performed to evaluate within-group changes of vaccine intentions. Exact tests of symmetry using pairwise McNemar tests were applied to evaluate changes in multistaged intentions. Between-group vaccine intentions were assessed using the Pearson chi-square test postintervention. Results: Analyses were performed on 1373 participants (n=686, 50%, in the video arm, n=687, 50%, in the text arm). Within-group results for the video intervention arm showed that there was a significant change in the intention to receive the vaccine (χ21=20.55, P<.001). The between-group difference in postintervention intentions (χ23=1.70, P=.64) was not significant. When administered the video intervention, we found that participants who had not thought about or were undecided about receiving a COVID-19 vaccine were more amenable to change than participants who had already decided not to vaccinate. Conclusions: Although the video intervention was limited in its effect on those who had firmly decided not to vaccinate, our study demonstrates that prosocial and altruistic messages could increase COVID-19 vaccine uptake, especially when targeted to younger adults who are undecided or unengaged regarding vaccination. This might indicate that altruistic messaging provides a "push" for those who are tentative toward, or removed from, the decision to receive the vaccine. The results of our study could also be applied to more current COVID-19 vaccination recommendations (eg, booster shots) and for other vaccine-preventable diseases. | en_US |
dc.identifier.citation | Zhu P, Tatar O, Griffin-Mathieu G, et al. The Efficacy of a Brief, Altruism-Eliciting Video Intervention in Enhancing COVID-19 Vaccination Intentions Among a Population-Based Sample of Younger Adults: Randomized Controlled Trial. JMIR Public Health Surveill. 2022;8(5):e37328. Published 2022 May 30. doi:10.2196/37328 | en_US |
dc.identifier.uri | https://hdl.handle.net/1805/34298 | |
dc.language.iso | en_US | en_US |
dc.publisher | JMIR | en_US |
dc.relation.isversionof | 10.2196/37328 | en_US |
dc.relation.journal | JMIR Public Health and Surveillance | en_US |
dc.rights | Attribution 4.0 International | * |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | * |
dc.source | PMC | en_US |
dc.subject | COVID-19 | en_US |
dc.subject | Altruism | en_US |
dc.subject | Digital health | en_US |
dc.subject | Digital intervention | en_US |
dc.subject | Health information | en_US |
dc.subject | Health intervention | en_US |
dc.subject | Health promotion | en_US |
dc.subject | Online health | en_US |
dc.subject | Prosocial motives | en_US |
dc.subject | Public health | en_US |
dc.subject | Vaccination | en_US |
dc.subject | Vaccine hesitancy | en_US |
dc.subject | Video intervention | en_US |
dc.title | The Efficacy of a Brief, Altruism-Eliciting Video Intervention in Enhancing COVID-19 Vaccination Intentions Among a Population-Based Sample of Younger Adults: Randomized Controlled Trial | en_US |
dc.type | Article | en_US |
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