April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: National, State, and Local Perspectives on Barriers to Dissemination of Sexual and Gender Minority Youth Anti-Vaping Campaigns
Significance
Sexual and gender minority (SGM) youth in the United States (US) are at high risk for vaping. Evidence-based, targeted health communication campaigns for tobacco prevention and control among SGM populations have been found to be effective. However, barriers limit the reach, implementation, and maintenance of these programs by government agencies, community-based organizations, or other implementers. We evaluated stakeholder input on barriers to and best practices for dissemination that will inform an innovative anti-vaping campaign designed specifically for SGM youth.
Methods
Semi-structured interviews were conducted with 11 key informants from national, state/regional, and local organizations across the US. Informants had experience in designing, implementing, and disseminating public health campaigns and/or in working with SGM youth/young adults. We used purposive sampling in recruitment. Drawing on the Exploration, Preparation, Implementation and Sustainment (EPIS) theoretical framework, we explored several areas of interest such as sociopolitical context, impact of funding, and inter-organizational networks, adjusting specific interview questions depending on the type of key informant. Interviews were recorded, professionally transcribed, and coded using the online mixed methods platform Dedoose. Two study team members coded the data, and any conflicts were resolved through discussion. Through both descriptive and thematic coding, we assessed patterns of variation in responses across levels and practice setting types, focusing on dissemination outcomes, strategies, and determinants.
Results
We identified four interconnected barriers that inform dissemination of an SGM youth anti-vaping campaign. First, disseminators of public health campaigns and interventions must navigate the sociopolitical context of their organization and their locality/region, which often has a direct impact on funding. Second, reaching SGM youth in a campaign can be challenging and often requires a multifaceted approach due to the ever-changing nature of digital and social media. One informant emphasized: “If you're trying to find youth, you have to be social – digital.” Third, smaller organizations and agencies often lack the financial and personnel resources needed for campaign dissemination and would benefit from shared campaign toolkits. Thus, it is crucial for organizations of all sizes to collaborate and have a clear dissemination strategy that includes community-level partners. Lastly, measuring campaign success provides an opportunity for organizations at all levels to show impact, but it can be a challenge for smaller organizations to put into practice: “In an ideal world, I would have a ton more money to do – we evaluate our campaigns...as best we can, right?”
Conclusions
This study provides critical insights into health communication strategies for SGM youth-specific anti-vaping campaigns based on analysis of the barriers encountered by disseminators. Central to these findings is the role of social media and digital platforms, identified as key channels for effective message dissemination. Collaborative efforts among disseminators, coupled with a thorough understanding of funding realities and the sociopolitical context, are vital components for campaign success. The incorporation of accessible and adaptable methods to evaluate campaign impact is also recommended. Together, these insights form a comprehensive roadmap for disseminators and partners that will enhance the effectiveness and reach of future anti-vaping campaigns for SGM youth.
Sexual and gender minority (SGM) youth in the United States (US) are at high risk for vaping. Evidence-based, targeted health communication campaigns for tobacco prevention and control among SGM populations have been found to be effective. However, barriers limit the reach, implementation, and maintenance of these programs by government agencies, community-based organizations, or other implementers. We evaluated stakeholder input on barriers to and best practices for dissemination that will inform an innovative anti-vaping campaign designed specifically for SGM youth.
Methods
Semi-structured interviews were conducted with 11 key informants from national, state/regional, and local organizations across the US. Informants had experience in designing, implementing, and disseminating public health campaigns and/or in working with SGM youth/young adults. We used purposive sampling in recruitment. Drawing on the Exploration, Preparation, Implementation and Sustainment (EPIS) theoretical framework, we explored several areas of interest such as sociopolitical context, impact of funding, and inter-organizational networks, adjusting specific interview questions depending on the type of key informant. Interviews were recorded, professionally transcribed, and coded using the online mixed methods platform Dedoose. Two study team members coded the data, and any conflicts were resolved through discussion. Through both descriptive and thematic coding, we assessed patterns of variation in responses across levels and practice setting types, focusing on dissemination outcomes, strategies, and determinants.
Results
We identified four interconnected barriers that inform dissemination of an SGM youth anti-vaping campaign. First, disseminators of public health campaigns and interventions must navigate the sociopolitical context of their organization and their locality/region, which often has a direct impact on funding. Second, reaching SGM youth in a campaign can be challenging and often requires a multifaceted approach due to the ever-changing nature of digital and social media. One informant emphasized: “If you're trying to find youth, you have to be social – digital.” Third, smaller organizations and agencies often lack the financial and personnel resources needed for campaign dissemination and would benefit from shared campaign toolkits. Thus, it is crucial for organizations of all sizes to collaborate and have a clear dissemination strategy that includes community-level partners. Lastly, measuring campaign success provides an opportunity for organizations at all levels to show impact, but it can be a challenge for smaller organizations to put into practice: “In an ideal world, I would have a ton more money to do – we evaluate our campaigns...as best we can, right?”
Conclusions
This study provides critical insights into health communication strategies for SGM youth-specific anti-vaping campaigns based on analysis of the barriers encountered by disseminators. Central to these findings is the role of social media and digital platforms, identified as key channels for effective message dissemination. Collaborative efforts among disseminators, coupled with a thorough understanding of funding realities and the sociopolitical context, are vital components for campaign success. The incorporation of accessible and adaptable methods to evaluate campaign impact is also recommended. Together, these insights form a comprehensive roadmap for disseminators and partners that will enhance the effectiveness and reach of future anti-vaping campaigns for SGM youth.