Figure 1 | Scientific Reports

Figure 1

From: The importance of cultural tailoring of communicators and media outlets in an influenza vaccination awareness campaign: a digital randomized trial

Figure 1

(a) Study flowchart. All participants were recruited from two culturally non-tailored media outlets (Dutch newspaper and Facebook (FB)) and one culturally tailored outlet (Indian radio station). (b) Improvement of vaccine willingness in all vaccine hesitant participants, divided by vaccine hesitant participants who watched the campaign video with an Indian versus Dutch communicator (OR1 = 1.183), and divided by vaccine hesitant participants who were recruited from different media outlets (Indian radio station vs. FB (OR2 = 7.520) and the Dutch newspaper vs. FB (OR3 = 6.875). (c) Improvement of vaccine willingness in all vaccine hesitant participants, vaccine hesitant participants who watched the campaign video with a tailored versus non-tailored communicator (OR4 = 0.621), and vaccine hesitant participants who have been recruited from a tailored versus non-tailored media outlet (OR5 = 5.096). Note OR1–5 are unadjusted Odds ratios and were generated using binary logistic regressions.

Back to article page