Optimizing Public Health Crisis Communication: Insights from Technology-Mediated COVID-19 Messaging in Rural Ghana.

Abstract

This paper examines the efficacy of different messaging formats in the context of public health crises and emergencies in rural context. By analyzing usage statistics and user feedback, we assessed the effectiveness of various technology-mediated COVID-19 audio message formats (songs, expert interviews, endorsements, and dramas) delivered using the Amplio Talking Book device to rural communities in Ghana during the COVID-19 pandemic. Our findings indicate that different messaging formats resulted in varying levels of user engagement and interest. Shorter audio messages (1-5 minutes) and endorsements from credible and familiar community stakeholder significantly fostered trust and adoption. Establishing a consistent user feedback loop was essential for providing clarifications, addressing queries, and diffusing disinformation and misinformation, especially considering the unprecedented nature of the COVID-19 outbreak. Reflecting on these insights, we discuss effective strategies for creating engaging technology-mediated public health and behavior change messages during public health crises.