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C229 Social Media Campaign
Community Health and Population-Focused Nursing Field Experience (C229)
Western Governors University
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Task 1 – Social Media Campaign Angelica Steil Western Governors University Community Health and Population-Focused Nursing Experience – C Margaret Pearce April 16, 2020
B) Community Health Nursing Diagnosis Statement Increased risk of COVID-19 infection in the adult population of Jackson County, Iowa, related to knowledge deficit as evidenced by lack of adherence to state and county guidelines and vaccine hesitancy throughout the community.
B1) Health Inequity or Disparity Through my site assessments throughout my community, I noticed that it is relatively common to see my community members not adhering to the mask or social distancing guidelines laid out by the Center for Disease Control. In several of the locations I visited, mask adherence and social distancing were nearly nonexistent. It was almost as though half of my community preferred to adhere, and the remaining did not. Many businesses have placed signage to advise patrons that masks are required for entry; however, consumers' lack of adherence is astonishing. It seems as though many of my community members have a false sense of security with the COVID vaccine available or because many have contracted the illness already. The poverty level in Jackson County, Iowa, is 12%. An increased poverty level can contribute to knowledge deficits and lack of adherence to current recommendations as placed forth by the CDC.
B1A) Primary Community and Prevention Resources Jackson County, Iowa, does not have a county health department like most counties worldwide. With a population of 19,439, and the average household income at $55,967 it is worth stating that the county is relatively small. Jackson county is typically lumped in with another bordering county such as Scott, Dubuque, or Clinton counties. This rural county has testing sites at several local physician's offices if one were to call ahead and schedule such an appointment. One could also schedule a COVID vaccination by contacting the local pharmacy or attending a vaccination clinic, all listed on the Jackson County website. A website is available to
herd immunity benefits were discussed at length with individuals that were employed versus those unemployed, and those with experience of COVID-19 (had symptoms or knew someone with COVID-19) (Schwarzinger et al., 2021).
B2) Evidence Based Practice Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus. Most people who become infected with the COVID-19 virus develop a mild to moderate respiratory illness and typically recover without requiring medical intervention. The elderly and those with underlying medical problems such as; cardiovascular disease, diabetes, chronic respiratory disease, and cancer are more prone to develop serious illnesses related to COVID-19. The single most effective way to slow or completely prevent transmission of COVID-19 in the community is to remain well informed about the virus, the disease it causes, variants of the virus, and how it spreads. It is imperative to protect one's self and others from infection by washing your hands or using an alcohol-based rub frequently. The COVID-19 virus spreads primarily through droplets of saliva or discharge from the nose when an infected person coughs or sneezes. Although the virus can remain alive on surfaces, it is suggested that the likelihood of becoming infected by the virus from a surface is much less than through direct droplet contact with an infected person (WHO, 2021).
The first confirmed COVID-19 case (via serological test) in the U. was reported in the state of Washington on January 20, the same date that the initial confirmed case in South Korea was discovered. Data collection from both State and National sources continued to evolve in the United States; however, on April 11, 2020, the U. surpassed Italy as the country with the most reported COVID-19 deaths at an approximate 24,000, whereas South Korea had only 10, deaths at that date (Bergquist et al., 2020). During this timeframe, the United States began
streamlining positive COVID-19 test rates and death rates related to COVID-19 in the U. in the media.
B2A) Identification of Data A cross-sectional survey, funded by the National Institutes of Health, surrounding the awareness, attitudes, and actions related to COVID-19 among adults with chronic conditions at the onset of the U. COVID-19 outbreak was completed within 5 academic internal medicine practices and 2 federally qualified health centers in the U. in May of 2020. This study was conducted on 630 adults aged 23 to 88 years living with 1 or more chronic conditions. This study showed that 24% of participants were "very worried" about getting the coronavirus. Nearly a third (28%) could not correctly identify symptoms directly related to COVID-19, and 30% could not accurately note ways to prevent the spread of infection. One in 4 adults surveyed believed that they were "not at all likely" to become infected by the virus, and 21% reported that COVID-19 had little or no effect on their daily routines/ activities. One in 10 adults verbalized that the federal government could have prevented a nationwide outbreak (Wolf et al., 2020).
Another study was completed in April/May of 2020, to assist in determining an influx or decline of positive cases of COVID-19 in Iowa, in comparison to Illinois during the time an Illinois statewide "stay-at-home" order was in place. Iowa happened to be one of the five states that did not issue a "stay-at-home" order regarding COVID-19 pandemic. The findings of this study suggest that the governor, Kim Reynolds, issuing a stay-at-home order in Iowa, while daily cases continued to increase from April to May of 2020, may have helped limit the number of positive COVID-19 cases (Lyu & Wehby, 2020).
vaccination/testing events in my area. Via TikTok, I could create short videos to assist in improving my health message. In these 60 second TikTok videos, I would create scenarios that members of my community could relate to or even interview local health professionals. By creating these videos that contain relatable content, I would be able to interactively educate the population about ways to remain safe when in the community (social distancing, masking, and handwashing) and encourage those who have not yet been vaccinated to obtain such vaccine.
C3) Social Media Platforms The social media platform I would use is TikTok. TikTok is a platform in which people can like, share, react, and recommend videos. TikTok is an appropriate platform for communicating with those around me, regardless of age or education level. Video creation is relatively easy, and the smartphone application is easy to navigate.
C3A) Benefits of Social Media Platform The ability to disseminate health education and health communication topics via video- sharing is not uncommon in society. By providing direct and matter-of-fact health information and education in 60-second videos, I would engage and creatively keep consumers' attention. I chose this method because I, personally, tend to grasp ideas best by visual interaction, and if the videos are kept short in length, I am less likely to "tune out" after I find/hear what I'm looking for.
C4) Benefit to Target Population The number of active adult TikTok accounts is quite large, as the social media platform became popular during the initial phases of the COVID-19 pandemic. Since my target population is all adults in my community, I would create videos to enhance awareness and provide data to TikTok users. Within the smartphone application, TikTok allows videos that have been created to
be shared across other popular social media platforms such as Facebook. By creating short fact- based updates or recommendations, I would be able to provide my community with the education necessary to help bring more awareness to the COVID-19 pandemic and other issues surrounding it.
D) Best Practices for Social Media When addressing the public, especially those who do not work in the healthcare system, it is crucial to utilize laymen's terms. The general population is not familiar with medical or diagnostic jargon, so breaking healthcare messages down into ways that the consumer will understand is important. It is also imperative to portray to the public solidified facts that they can use or that relate directly to them. Engaging and maintaining an audience, means that the messages displayed will be nonconfrontational, clear, organized, and friendly.
E1) Stakeholder Roles and Responsibilities I would utilize the Center for Disease Prevention as a stakeholder in this campaign. They would provide me with the most up-to-date data and provide recommendations and updates regularly on a national level. I would also recruit a local physician as a stakeholder to bring forth their knowledge at a more local level and relay to me complications in care or the struggles they see in their practice with the targeted population relative to COVID-19. Lastly, I would create a stakeholder relationship with several community members by asking them to come together as a team to discuss the different viewpoints that the general community may hold. Community members could bring forth concerns about mandates, noncompliance, vaccine availability, and testing for COVID-19.
E2) Potential Partnerships
would subsequently create video content to be released, at minimum, twice weekly. At the end of the campaign, I would, again, meet with the stakeholders, local physicians, and the health department to review statistical data to determine if our goal of increasing the adult population's knowledge related to preventive measures and the COVID-19 vaccination, thus decreasing the county positivity rate by 20%.
E4) Evaluation To determine the efficacy of my social media campaign, I would consult with the health department to determine if the number of positive COVID-19 cases in my community has, indeed, decreased by the projected 20%.
E5) Cost of Implementing the Campaign The proposed social media campaign would require minimal funding, as I would be recruiting volunteers for the community panel. An indirect cost of the campaign would be the fuel utilized to visit local businesses to discuss how they could promote the campaign on their current social media platforms. I would likely need funding to create a space where videos could be recorded without interruption and with exceptional lighting.
F) Reflection on Social Media Marketing Social media marketing supports the community health nurse's efforts to promote healthier populations by providing a broader audience. By educating the people of the community, the community health nurse is the face of prevention. Often, nurses and other healthcare workers are on the treatment side of care, thus providing education to the patients they see. On a large platform such as TikTok or Facebook, a community nurse has the capability of reaching hundreds or thousands of people each day. The community nurse can gauge the social media audience, and over time, could evolve and tailor the educational topics as they see fit.
F1) Reflection on Future Nursing Practice In my current role as a psychiatric nurse, I determine if the patient presented to me needs admission to the facility. I also play a large part in creating attainable goals for patients to reach before discharge. The admission process to a psychiatric facility can be overwhelming for patients; however, once a patient is stable or no longer in crisis, my colleagues and I provide them with vast skills and an array of educational resources to return to their community safely. I could utilize this social media campaign as an educational approach before a patient's discharge from my facility. The informational videos released throughout the campaign could be discussed in a patient group setting or one on one with a healthcare provider. This practice would benefit the patient, as they would learn how to slow the spread of COVID-19 once integrated back into their communities.
References Bergquist, S., Otten, T., & Sarich, N. (August 2020). COVID-19 pandemic in the United States. Retrieved from:
C229 Social Media Campaign
Course: Community Health and Population-Focused Nursing Field Experience (C229)
University: Western Governors University
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