TY  - JOUR
AU  - Elgersma, Ingeborg Hess
AU  - Fretheim, Atle
AU  - Indseth, Thor
AU  - Munch, Anita Thorolvsen
AU  - Johannessen, Live Bøe
AU  - Hansen, Christine Engh
PY  - 2022
DA  - 2022/3/24
TI  - The Evaluation of a Social Media Campaign to Increase COVID-19 Testing in Migrant Groups: Cluster Randomized Trial
JO  - J Med Internet Res
SP  - e34544
VL  - 24
IS  - 3
KW  - COVID-19
KW  - SARS-CoV-2
KW  - social media
KW  - campaign
KW  - cluster randomized trial
KW  - nonpharmaceutical interventions
KW  - migrant
KW  - intervention
KW  - testing
KW  - strategy
KW  - public health
KW  - Facebook
KW  - communication
AB  - Background: A low test positivity rate is key to keeping the COVID-19 pandemic under control. Throughout the pandemic, several migrant groups in Norway have seen higher rates of confirmed COVID-19 and related hospitalizations, while test positivity has remained high in the same groups. The Norwegian government has used several platforms for communication, and targeted social media advertisements have in particular been an important part of the communication strategy to reach these groups. Objective: In this study, we aimed to investigate whether such a targeted Facebook campaign increased the rate of COVID-19 tests performed in certain migrant groups. Methods: We randomly assigned 386 Norwegian municipalities and city districts to intervention or control groups. Individuals born in Eritrea, Iraq, Pakistan, Poland, Russia, Somalia, Syria, and Turkey residing in intervention areas were targeted with a social media campaign aiming at increasing the COVID-19 test rate. The campaign message was in a simple language and conveyed in the users’ main language or in English. Results: During the 2-week follow-up period, the predicted probability of having a COVID-19 test taken was 4.82% (95% CI 4.47%-5.18%) in the control group, and 5.58% (95% CI 5.20%-5.99%) in the intervention group (P=.004). Conclusions: Our targeted social media intervention led to a modest increase in test rates among certain migrant groups in Norway. Trial Registration: ClinicalTrials.gov NCT04866589; https://clinicaltrials.gov/ct2/show/NCT04866589 
SN  - 1438-8871
UR  - https://www.jmir.org/2022/3/e34544
UR  - https://doi.org/10.2196/34544
UR  - http://www.ncbi.nlm.nih.gov/pubmed/35285811
DO  - 10.2196/34544
ID  - info:doi/10.2196/34544
ER  -