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Vaccination RefusalNCT05182554

COVID-19 Messaging for Vaccination

A study testing Doctor Videos, Sharing Videos and Sharing Videos (Influencers) in people with Vaccination Refusal and COVID-19 Pandemic, run by Massachusetts Institute of Technology at 1 site in United States.

Completed

Finished. The study has ended and is not enrolling. Results may be posted on the official record.

Official record
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Trial summary

This study will distribute videos of health professionals encouraging Covid-19 vaccination to a large sample of Facebook users, and will test the most effective ways to maximize diffusion of this vaccine-related content to increase vaccination rates. The study sample will be U.S. Read more about this study

Who is it for?
Ages 18 years and olderHealthy volunteers can take part
Conditions the study is for
Vaccination Refusal, COVID-19 Pandemic
What is being tested?
Doctor Videos, Sharing Videos and Sharing Videos (Influencers)
Could I receive a placebo?
No, everyone receives an active treatment
How many people
6 participants
Where
1 siteUnited States
Study dates
22 Dec 2021to 27 Jan 2022
Phase
Interventional
Are there results?
Yes, posted in the registrySummary in the doctors' view

Key requirements

Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.

  • Ages 18 years and older
  • All sexes
  • Healthy volunteers accepted
  • Adult, Older adult

Who may be able to join

  • Facebook user
  • Over 18 years old
  • In a geographic area targeted by the study

Who cannot join

  • -

Trial locations and contacts

1 site in 1 country.

United States1 site
  • Massachusetts Institute of Technology

    Cambridge, Massachusetts, 02139

Other trials in United States

About this study

Official title: Increasing the Effectiveness and Diffusion of COVID-19 Messaging for Vaccination

This study will distribute videos of health professionals encouraging Covid-19 vaccination to a large sample of Facebook users, and will test the most effective ways to maximize diffusion of this vaccine-related content to increase vaccination rates. The study sample will be U.S. states where vaccination rates remained low in fall 2021. The experimental design is an RCT with 4 groups, randomized at the county level: 1) a control group which receives no intervention, 2) a treatment group in which Facebook users receive ads which include videos of health professionals telling them to get vaccinated, 3) a treatment group in which Facebook users receive ads which include videos of health professionals encouraging them to help their friends to get vaccinated, and 4) a treatment group in which Facebook users receive ads which include videos of health professionals encouraging them to get their most influential friends to help their friends get vaccinated. In treatments 3 and 4, participants will have the option to sign up to be a "vaccine ambassador," in which case they will get notifications when the study team posts new vaccine-related content, and will receive reminders about encouraging their friends to be vaccinated. The vaccine ambassadors will also be entered into a lottery to win prizes. The study team is building a website to host the videos of health professionals which answer common questions about Covid-19 vaccination. The investigators will measure engagement with the vaccine-related content as well as assess effects on vaccination rates at the county level.

Read the detailed description

The study will have three treatment arms and a control group. Each of the treatments will be randomized at the county level and will be initiated through a Facebook ad campaign.

Experimental Sample: The experimental sample includes all states where less than 60% of the total population had received a first dose of Covid-19 vaccine by October 21, 2021. There are 1402 counties in the 19 states satisfying those criteria (Alabama, Alaska, Arkansas, Georgia, Idaho, Iowa, Indiana, Louisiana, Michigan, Mississippi, Missouri, Montana, North Dakota, Ohio, Oklahoma, South Carolina, Tennessee, West Virginia, Wyoming). Excluding the five counties with missing data, there are 1,397 counties in the experiment, of which there are 468 counties in the control group, 310 counties in T1 ("direct" messaging) treatment, 309 counties in T2 ("friends" messaging), and 310 counties in T3 ("gossips" messaging).

The following procedures will be used:

  • Treatment Group 1 ("Direct" messaging): The investigators will conduct a Facebook ad campaign to show content about COVID-19 vaccination to a large number of Facebook users. Facebook will allocate ad credits across users in treatment areas. The ads will be displayed twice per week for 3-4 weeks. Like for any Facebook ad, individuals can choose to whether or not to watch the video and can close the ad at any time. If individuals wish, they can also share any of the content with others. The videos shown in the ads will be hosted on our project Facebook page "Doctors for Coronavirus Prevention." As in previous projects by the investigators, a health professional (normally wearing a white coat or scrubs) will read very short scripts directly onto the camera (see eg. https://www.facebook.com/doctors4covidprevention/posts/104965558099200 for an example).
  • Treatment Group 2 ("Friends" messaging): For this group, the Facebook ad campaign will recruit individuals to become "vaccine ambassadors" to help spread the word about vaccination to their friends, families and communities. Recruitment ads will be disseminated in a similar manner to the content in T1. Individuals will be able to share the ad with others. Individuals interested in learning more can click through a link in the ad to the vaccine ambassador webpage. Participants can consume or share any of the information on the webpage. Interested individuals can also enroll formally as vaccine ambassadors. They can share their contact information with the study to a) be entered into prize lotteries, b) receive reminders to share content with others, c) be contacted in the future for possible follow-up surveys. They will be asked to give their informed consent at this time and will be screened based on whether they live in a treated county and whether they are 18 years or older.
  • Treatment Group 3 ("Gossips" messaging): This treatment looks the same as Treatment Group 2, except the recruitment ads will differ slightly. If the individual clicks through to learn more about vaccine ambassadors, they will also be reminded to share the invitation with people they know who are often the source of important news or information.
  • Control: individuals in these counties will receive no intervention and will never be contacted by members of the study team.

Treatment and control status at the county level will be merged with aggregated and de-identified datasets to measure COVID vaccinations, COVID symptoms, and cases, and engagement with the vaccine ambassador content.

The study team will create a series of websites with materials that the vaccine ambassadors can share with friends, family and others in their communities. This same content will be disseminated through sponsored Facebook ads in T1. On the website, the framing of the vaccine-related videos with either a "fact" or "myth" frame will be randomized. The purpose is to study which framing is more effective at engaging users.

Being tested
Doctor Videos, Sharing Videos, Sharing Videos (Influencers), Vaccine Ambassador, Video framing
Keywords
Covid-19 Vaccine, Social Media
Medical subject headings
Vaccination Refusal, COVID-19

What participants receive

What participants receive. In a randomised study each person is assigned to one group by chance.

  • Doctor VideosBehavioural

    Receive ads on Facebook or through our website with videos in which health professionals tell people to get the Covid-19 vaccine. The health professionals answer common questions about the Covid-19 vaccine, such as how mRNA vaccines work, and what types of side effects to expect.

  • Sharing VideosBehavioural

    Receive ads on Facebook with videos in which health professionals tell people to encourage their unvaccinated friends to get the Covid-19 vaccine.

  • Sharing Videos (Influencers)Behavioural

    Receive ads on Facebook with videos in which health professionals tell people to get their most influential friends to encourage their unvaccinated friends to get the Covid-19 vaccine.

  • Vaccine AmbassadorBehavioural

    Adults in participating geographic areas can sign up to be a "vaccine ambassador" on a website that the study team has built. The study team will send updates to vaccine ambassadors when new content has been posted to the website (e.g. a new video) and/or to remind the vaccine ambassadors to encourage their friends to get vaccinated. The study team will incentivize vaccine ambassadors by entering participating ambassadors into a lottery for a prize.

  • Video framingBehavioural

    The same videos will be displayed using two different frames: a "myth" frame and a "fact" frame. Visitors to the vaccine content website will randomly receive one framing of each video.

  • Video orderBehavioural

    The order in which videos appear on the vaccine content website will be randomized.

Study groups in NCT05182554
Study groupRoleWhat they receive
ControlNo interventionNo intervention in this arm; the study team will examine publicly available county- and zip code-level outcomes in this group.
Treatment 1: DirectExperimentalFacebook users in the area receive ads which include videos of health professionals telling them to get vaccinated. The health professionals answer common questions about Covid-19 vaccines (e.g. are they safe / are they free).
Receives: Behavioral: Doctor Videos
Treatment 2: FriendsExperimentalFacebook users in the area receive ads which include videos of health professionals encouraging them to help their friends to get vaccinated. There is also a link in the ad to a website build by the study team. This website hosts videos which answer common questions about vaccination (the same videos which are directly served to Facebook users in Treatment 1).
Receives: Behavioral: Doctor Videos; Behavioral: Sharing Videos; Behavioral: Vaccine Ambassador; Behavioral: Video framing; Behavioral: Video order
Treatment 3: GossipsExperimentalFacebook users in the area receive ads which include videos of health professionals encouraging them to nominate their most influential friends to help their friends get vaccinated. The difference from Treatment 2 is that the health professionals call on Facebook users to get their most influential friends to do the convincing about the vaccine. There is also a link in the ad to a website built by the study team. This website hosts videos which answer common questions about vaccination (the same videos that are directly served to Facebook users in Treatment 1).
Receives: Behavioral: Doctor Videos; Behavioral: Sharing Videos (Influencers); Behavioral: Vaccine Ambassador; Behavioral: Video framing; Behavioral: Video order

What is being measured

The primary outcome is the main question the study is designed to answer.

  1. Changes in County-Level Covid-19 Vaccination Measured by Inverse Hyperbolic Sine

    County-level Covid-19 vaccination rates were analysed using publicly available data. The number of new vaccinations in each county was transformed using the inverse hyperbolic sine because the underlying vaccination count data were right-skewed and included zeros. Larger numbers are considered better in the context of the study (more people vaccinated).

    Measured: During intervention (6 weeks) and after intervention (3 weeks)

Timeline

From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.

  1. First posted10 Jan 2022
  2. Study start22 Dec 2021
  3. Primary completion27 Jan 2022
  4. Study completion27 Jan 2022

Resources

More details

For doctors and researchers: how the study is designed, who runs it, and its registry IDs.

Study design
Study type
Interventional
Phase
Phase N/A
Primary purpose
Treatment
Allocation
Randomised
Intervention model
Parallel groups
Model description
There are four arms in the study which geographic areas are assigned to in parallel. The geographic areas in the three treatment arms will receive a Facebook ad campaign over the same time period to one another.
Masking
None (open label)
Enrolment
6 participants (actual)
IDs, dates and publications
ClinicalTrials.gov ID
NCT05182554
Sponsor's protocol ID
2106000397
Status last verified
Aug 2023
First submitted
21 Oct 2021
Last updated
25 Aug 2023
Data monitoring committee
Yes
FDA-regulated drug
No
FDA-regulated device
No
Individual data sharing
No: The investigators do not plan to share any individual participant data. The only individual participant data that the study will collect will be contact information through the "vaccine ambassador" program. "Vaccine ambassadors" are adults living in geographic areas assigned to Treatment 2 or Treatment 3 who have signed up on the study website to receive updates and reminders about vaccination-related content. However, the study team does not plan on collecting any information about the behavior of vaccine ambassadors, and so do not plan to share any of their data (which will just consisting of contact information) with other researchers.

Questions about this trial

What is this clinical trial studying?

A study testing Doctor Videos, Sharing Videos and Sharing Videos (Influencers) in people with Vaccination Refusal and COVID-19 Pandemic, run by Massachusetts Institute of Technology at 1 site in United States.

The full registered description is in the About this study section and the official record.

Who may be eligible to take part?

The sponsor lists 3 inclusion and 1 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.

Is this clinical trial currently recruiting?

The record says: finished, as of the sponsor's last update on 25 Aug 2023. Status can change between updates, so confirm with the study contact before making plans.

Where is the study taking place?

The record lists 1 site in United States. Whether a site is taking part right now should be confirmed with that site. See every site.

What are the possible benefits and risks?

They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.

Are results available for this study?

Yes. Results are posted in the registry (first posted 25 Aug 2023). A summary is in the For doctors view, and the full results are on ClinicalTrials.gov.

How can a doctor refer a patient or contact the research team?

The record lists no contact. The official record names the sponsor, who can be asked directly. AzTrials does not enrol participants or take referrals.

What does the primary outcome measure?

Changes in County-Level Covid-19 Vaccination Measured by Inverse Hyperbolic Sine (time frame: During intervention (6 weeks) and after intervention (3 weeks)). It is what the study was designed to measure, not a finding.

Where can I read the original study information?
Does a listing mean the treatment is approved or proven to work?

No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.

How often is this information updated?

AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 25 Aug 2023.

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