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Using behavioural science to design public health social media campaigns

Simon Williams Orcid Logo, Karin Stein, Aleksandra Kuzmanovic, Mohamed Gulaid Orcid Logo, Lisa Menning, Elena Altieri

BMJ Global Health, Volume: 10, Issue: 8, Start page: e018553

Swansea University Author: Simon Williams Orcid Logo

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DOI (Published version): 10.1136/bmjgh-2024-018553

Abstract

Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO's experience in d...

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Published in: BMJ Global Health
ISSN: 2059-7908
Published: BMJ Publishing Group Ltd. 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa71100
first_indexed 2025-12-05T15:27:30Z
last_indexed 2025-12-06T07:58:58Z
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spelling 2025-12-05T15:43:38.1373386 v2 71100 2025-12-05 Using behavioural science to design public health social media campaigns d43865b0aa32bfa591d1f12d6c0b7a17 0000-0003-2854-9946 Simon Williams Simon Williams true false 2025-12-05 PSYS Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO's experience in developing social media messaging using gist and verbatim constructs to influence risk perceptions related to measles and intentions related to measles vaccination. We share our experience to support other public health communication practitioners who may seek to incorporate behavioural science into their social media campaigns to achieve desired shifts in health-related attitudes and intentions in target audiences. Journal Article BMJ Global Health 10 8 e018553 BMJ Publishing Group Ltd. 2059-7908 17 8 2025 2025-08-17 10.1136/bmjgh-2024-018553 Practice COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University Another institution paid the OA fee The research discussed in this paper has been funded by the World Health Organization Foundation via donations made by Meta Inc. 2025-12-05T15:43:38.1373386 2025-12-05T15:14:38.8538346 Faculty of Medicine, Health and Life Sciences School of Psychology Simon Williams 0000-0003-2854-9946 1 Karin Stein 2 Aleksandra Kuzmanovic 3 Mohamed Gulaid 0009-0002-5212-5414 4 Lisa Menning 5 Elena Altieri 6 71100__35778__1991d69f9f9748c5a67bb35a81f5605c.pdf 71100.VOR.pdf 2025-12-05T15:21:11.6324838 Output 697258 application/pdf Version of Record true © 2025, The Author(s). This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial Intergovernmental Organization (CC BY-NC 3.0 IGO) license. true eng https://creativecommons.org/licenses/by-nc/3.0/igo/
title Using behavioural science to design public health social media campaigns
spellingShingle Using behavioural science to design public health social media campaigns
Simon Williams
title_short Using behavioural science to design public health social media campaigns
title_full Using behavioural science to design public health social media campaigns
title_fullStr Using behavioural science to design public health social media campaigns
title_full_unstemmed Using behavioural science to design public health social media campaigns
title_sort Using behavioural science to design public health social media campaigns
author_id_str_mv d43865b0aa32bfa591d1f12d6c0b7a17
author_id_fullname_str_mv d43865b0aa32bfa591d1f12d6c0b7a17_***_Simon Williams
author Simon Williams
author2 Simon Williams
Karin Stein
Aleksandra Kuzmanovic
Mohamed Gulaid
Lisa Menning
Elena Altieri
format Journal article
container_title BMJ Global Health
container_volume 10
container_issue 8
container_start_page e018553
publishDate 2025
institution Swansea University
issn 2059-7908
doi_str_mv 10.1136/bmjgh-2024-018553
publisher BMJ Publishing Group Ltd.
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
active_str 0
description Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO's experience in developing social media messaging using gist and verbatim constructs to influence risk perceptions related to measles and intentions related to measles vaccination. We share our experience to support other public health communication practitioners who may seek to incorporate behavioural science into their social media campaigns to achieve desired shifts in health-related attitudes and intentions in target audiences.
published_date 2025-08-17T06:51:02Z
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score 11.090362

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