Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study
BackgroundSeasonal influenza has an estimated global reach of 3-5 million infections, with 290,000-650,000 influenza-related deaths yearly. Despite its efficacy in reducing morbidity and mortality, influenza vaccination rates remain low globally and in South Africa. Youth bet...
Saved in:
| Main Authors: | , , , , , , , , , , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
JMIR Publications
2025-06-01
|
| Series: | JMIR Research Protocols |
| Online Access: | https://www.researchprotocols.org/2025/1/e60481 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850099741696720896 |
|---|---|
| author | Janan Dietrich Catherine Hill Gugulethu Tshabalala Tshepiso Msibi Stefanie Vermaak Mulalo Mashamba Nellie Myburgh Sarah Malycha Isabella Goldstein Elliot Grainger Prima Alam Kimberley Gutu Kennedy Otwombe Heidi J. Larson Ziyaad Dangor |
| author_facet | Janan Dietrich Catherine Hill Gugulethu Tshabalala Tshepiso Msibi Stefanie Vermaak Mulalo Mashamba Nellie Myburgh Sarah Malycha Isabella Goldstein Elliot Grainger Prima Alam Kimberley Gutu Kennedy Otwombe Heidi J. Larson Ziyaad Dangor |
| author_sort | Janan Dietrich |
| collection | DOAJ |
| description |
BackgroundSeasonal influenza has an estimated global reach of 3-5 million infections, with 290,000-650,000 influenza-related deaths yearly. Despite its efficacy in reducing morbidity and mortality, influenza vaccination rates remain low globally and in South Africa. Youth between the ages of 18 and 34 years are not prioritized for influenza vaccines although influenza surveillance in South Africa shows that individuals aged 19-44 years present the highest asymptomatic episodes and the lowest medically attended illness. This creates an opportunity to investigate if and how vaccine demand can be created in the absence of clear imperatives to vaccinate. The study tests the effectiveness of tailored, context-specific education, and community engagement, including community and social media to increase influenza vaccination uptake. Tailored, context-specific education, community engagement, reliable vaccine supply, and free, localized access are all critical for improving perceptions of, increasing confidence in, and motivating the uptake of vaccination.
ObjectiveThis study will explore strategies to increase influenza vaccine uptake amongst economically marginalized youth aged 18-34 years in Soweto (South-Western Townships), South Africa, where influenza vaccines are not universally accessible through the public health system for this age group.
MethodsThe Bambisana Study uses an innovative approach, including community influencers and social media to increase the uptake of influenza vaccines through designing and testing an integrated communications strategy targeted at economically marginalized youth in Soweto, South Africa. The study uses a mixed methods pretest-posttest intervention design to test the effects of the interventions. The intervention will consist of the following components: (1) social media campaign, (2) microinfluencers on and offline, and (3) nonsocial media focused, offline microinfluencer-led engagement within communities. Quantitative data will be collected using a randomized household sample pre- and posttests, and clinic surveys with vaccinees and clinic attendees who declined vaccination. Focus group discussions (FGDs) will be conducted pre- and post intervention with participants aged ≥18 years, and 20 key informant interviews (KIIs) will be conducted with key influencers including religious leaders, traditional healers, and youth leaders. FGDs and KIIs will be audio-recorded and transcribed into English for analysis using framework thematic analysis, and quantitative data analyses will be conducted using SAS Enterprise (Guide 7.15; SAS Institute).
ResultsThis study was funded in December 2022, with recruitment having started in May 2023. As of May 2024, all data collection is complete, with data analyses and preparation of peer-reviewed publications in progress. The first results are expected to be submitted for publication in November 2024.
ConclusionsEnhancing perceptions of, bolstering confidence in, and fostering uptake of vaccination relies heavily on the efficacy of yearly influenza vaccination initiatives, personalized education tailored to specific contexts, active community involvement, consistent vaccine availability, and easily accessible, cost-free distribution channels at the local level.
International Registered Report Identifier (IRRID)DERR1-10.2196/60481 |
| format | Article |
| id | doaj-art-d359605a3bf84684b01fecb44b0613d5 |
| institution | DOAJ |
| issn | 1929-0748 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | JMIR Publications |
| record_format | Article |
| series | JMIR Research Protocols |
| spelling | doaj-art-d359605a3bf84684b01fecb44b0613d52025-08-20T02:40:26ZengJMIR PublicationsJMIR Research Protocols1929-07482025-06-0114e6048110.2196/60481Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention StudyJanan Dietrichhttps://orcid.org/0000-0002-1949-3138Catherine Hillhttps://orcid.org/0000-0002-5988-9620Gugulethu Tshabalalahttps://orcid.org/0000-0001-8402-543XTshepiso Msibihttps://orcid.org/0009-0001-1142-4031Stefanie Vermaakhttps://orcid.org/0000-0002-5505-6488Mulalo Mashambahttps://orcid.org/0000-0001-6951-0082Nellie Myburghhttps://orcid.org/0000-0001-6180-7826Sarah Malychahttps://orcid.org/0009-0005-2340-8206Isabella Goldsteinhttps://orcid.org/0009-0009-6978-568XElliot Graingerhttps://orcid.org/0009-0006-8904-780XPrima Alamhttps://orcid.org/0000-0001-8286-9866Kimberley Gutuhttps://orcid.org/0009-0005-3857-2762Kennedy Otwombehttps://orcid.org/0000-0002-7433-4383Heidi J. Larsonhttps://orcid.org/0000-0002-8477-7583Ziyaad Dangorhttps://orcid.org/0000-0003-4089-147X BackgroundSeasonal influenza has an estimated global reach of 3-5 million infections, with 290,000-650,000 influenza-related deaths yearly. Despite its efficacy in reducing morbidity and mortality, influenza vaccination rates remain low globally and in South Africa. Youth between the ages of 18 and 34 years are not prioritized for influenza vaccines although influenza surveillance in South Africa shows that individuals aged 19-44 years present the highest asymptomatic episodes and the lowest medically attended illness. This creates an opportunity to investigate if and how vaccine demand can be created in the absence of clear imperatives to vaccinate. The study tests the effectiveness of tailored, context-specific education, and community engagement, including community and social media to increase influenza vaccination uptake. Tailored, context-specific education, community engagement, reliable vaccine supply, and free, localized access are all critical for improving perceptions of, increasing confidence in, and motivating the uptake of vaccination. ObjectiveThis study will explore strategies to increase influenza vaccine uptake amongst economically marginalized youth aged 18-34 years in Soweto (South-Western Townships), South Africa, where influenza vaccines are not universally accessible through the public health system for this age group. MethodsThe Bambisana Study uses an innovative approach, including community influencers and social media to increase the uptake of influenza vaccines through designing and testing an integrated communications strategy targeted at economically marginalized youth in Soweto, South Africa. The study uses a mixed methods pretest-posttest intervention design to test the effects of the interventions. The intervention will consist of the following components: (1) social media campaign, (2) microinfluencers on and offline, and (3) nonsocial media focused, offline microinfluencer-led engagement within communities. Quantitative data will be collected using a randomized household sample pre- and posttests, and clinic surveys with vaccinees and clinic attendees who declined vaccination. Focus group discussions (FGDs) will be conducted pre- and post intervention with participants aged ≥18 years, and 20 key informant interviews (KIIs) will be conducted with key influencers including religious leaders, traditional healers, and youth leaders. FGDs and KIIs will be audio-recorded and transcribed into English for analysis using framework thematic analysis, and quantitative data analyses will be conducted using SAS Enterprise (Guide 7.15; SAS Institute). ResultsThis study was funded in December 2022, with recruitment having started in May 2023. As of May 2024, all data collection is complete, with data analyses and preparation of peer-reviewed publications in progress. The first results are expected to be submitted for publication in November 2024. ConclusionsEnhancing perceptions of, bolstering confidence in, and fostering uptake of vaccination relies heavily on the efficacy of yearly influenza vaccination initiatives, personalized education tailored to specific contexts, active community involvement, consistent vaccine availability, and easily accessible, cost-free distribution channels at the local level. International Registered Report Identifier (IRRID)DERR1-10.2196/60481https://www.researchprotocols.org/2025/1/e60481 |
| spellingShingle | Janan Dietrich Catherine Hill Gugulethu Tshabalala Tshepiso Msibi Stefanie Vermaak Mulalo Mashamba Nellie Myburgh Sarah Malycha Isabella Goldstein Elliot Grainger Prima Alam Kimberley Gutu Kennedy Otwombe Heidi J. Larson Ziyaad Dangor Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study JMIR Research Protocols |
| title | Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study |
| title_full | Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study |
| title_fullStr | Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study |
| title_full_unstemmed | Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study |
| title_short | Assessing Community and Social Media Influence to Increase Influenza Vaccine Uptake among Youth in Soweto, South Africa (The Bambisana Study): Protocol for a Mixed Methods Pretest-Posttest Intervention Study |
| title_sort | assessing community and social media influence to increase influenza vaccine uptake among youth in soweto south africa the bambisana study protocol for a mixed methods pretest posttest intervention study |
| url | https://www.researchprotocols.org/2025/1/e60481 |
| work_keys_str_mv | AT janandietrich assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT catherinehill assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT gugulethutshabalala assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT tshepisomsibi assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT stefanievermaak assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT mulalomashamba assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT nelliemyburgh assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT sarahmalycha assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT isabellagoldstein assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT elliotgrainger assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT primaalam assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT kimberleygutu assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT kennedyotwombe assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT heidijlarson assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy AT ziyaaddangor assessingcommunityandsocialmediainfluencetoincreaseinfluenzavaccineuptakeamongyouthinsowetosouthafricathebambisanastudyprotocolforamixedmethodspretestposttestinterventionstudy |