Evaluating the impact of different message strategies about OSA employed in the American Academy of Sleep Medicine Count on Sleep campaign.

Document Type

Article

Publication Date

9-27-2024

Abstract

Health campaigns hold promise for promoting general awareness about OSA. In 2023, the American Academy of Sleep Medicine developed a series of messages as part of their "Count on Sleep" campaign. Three distinct messaging strategies were employed in posts disseminated on Facebook: (1) positive outcome (benefits of OSA treatment); (2) negative outcome (consequences of untreated OSA); and (3) partner-focused. We evaluated Facebook analytics to explore which, of the three strategies, was most impactful. The impressions were highest for the positive outcome message (n=120,062), followed by the negative outcome (n=12,286) and partner-focus (n=10,259) messages. Female users were more likely to engage with positive (39% v. 28%) and negative (34% v. 25%) message than males, but genders were quite balanced in engagement with the partner-focus message (36% v. 36%). There was more engagement from older adults (65 years and older) than younger adults across all message types.

Publication Title

J Clin Sleep Med

Comments

Online ahead of print

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