Year of Publication
2024
College
Public Health
Date Available
4-30-2024
Degree Name
Master of Public Health (M.P.H.)
Committee Member
Dr. Corrine Williams
Advisor
Dr. Marc Kiviniemi
Co-Director of Graduate Studies
Dr. Anne Ray
Abstract
This capstone will explore the challenges of vaccine hesitancy, a continuously rising problem in the public health field. The focus is primarily on rural millennials in McCracken County, Kentucky. The study identifies key factors contributing to vaccine hesitancy including misinformation, trust issues, and the rapid development of the covid-19 vaccine. To address the above concerns the study proposes a targeted social media campaign using the health belief model to increase COVID-19 vaccine uptake through Facebook ads targeting millennials. The campaigns utilize the leverage of local insights and real-time data to enhance engagement and reduce hesitancy, focusing on adapting strategies based on community feedback and effectiveness measures including social media metrics. The project anticipates that by directly addressing the barriers of vaccine hesitancy among millennials of McCracken County, the campaign can significantly influence vaccination rates and contribute to broader health goals. The results are expected to provide valuable insights into the effectiveness of social media strategies in overcoming vaccine hesitancy in rural communities.
Recommended Citation
Ford, Harper, "McCovid Campaign – A Social Media Implementation to Decrease Vaccine Hesitancy in Rural Counties" (2024). Theses and Dissertations--Public Health (M.P.H. & Dr.P.H.). 441.
https://uknowledge.uky.edu/cph_etds/441
