Online Social Gaming for Cancer Prevention: EPAAC.eu Case Study
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Abstract
Background: The European Partnership for Action Against Cancer (EPAAC.eu) is the key EU cancer policy project. It connects stakeholders from the entire cancer continuum in an effort to reduce cancer burden. Part of these efforts is to improve online communication of cancer prevention messages to general public. Due to its conservative, scientifically based nature, health promotion and disease prevention messages often don’t receive enough exposure online and don’t engage people in internalization and sharing of these messages.
Online social networks have a large potential to affect population health. But to improve the online reach and impact of public health messages, we need to rethink their presentation. Gamification is becoming a crucial concept in online engagement. Celebrities used as ambassadors can increase exposure of online social media campaigns. As part of EPAAC we are launching an innovative online social media campaign to improve the visibility of cancer prevention content.
Objective: The key objectives are to implement an international online social gaming campaign including celebrities to spread cancer prevention messages and to explore whether this approach increases visibility, engagement of target population and spread of these messages. The campaign aims for the users to self-educate themselves and encourage their family and peers to do the same.
Method: In March 2013 we have implemented an online social gaming campaign called ‘I’m a Fan of Life’. We are partnering with international celebrities to promote the campaign and to provide giveaways for the inbuilt gamification challenges. The campaign runs in four-month cycles (for each celebrity).. A Facebook application has been developed, facing the user every week with a new cancer prevention gaming challenge. Altogether 11 games will be added. The content of the games is based on the 11 commandments for cancer prevention of the European Code Against Cancer. The motivation is created by use of three principles: fun (game, competition), good cause (improvement of health), and reward (a celebrity branded prize - limited edition T-shirt). Points for the reward are earned based on user action - requiring users to solve challenges, share cancer prevention content and their accomplishments in the game. After first four-month cycle, participants will be asked to fill out an anonymous online questionnaire, assessing satisfaction, changes in cancer related knowledge, attitudes and behaviour.
Results: Preliminary results containing data on application usage, users demographic and behaviour information, professional and media feedback and first-hand implementation experience will be presented at Medicine 2.0 2013. Data derived from the online questionnaire measuring game satisfaction and impact on knowledge, attitudes and behaviour will be presented. We expect to see a ‘before-after’ improvement of reach of cancer prevention messages and user engagement.
Draft conclusions: Preliminary results will be available at the time of conference. Partnering with celebrities and online social gamification provide an opportunity for public health to improve health promotion messages exposure and engagement of target populations while maintaining cost at a manageable level. EPAAC I’m a Fan of Life’ campaign is a step further in reaching targeted populations with cancer prevention information. If successful, this approach will serve as a good practice example to policy makers. By transferring this approach to other public health promotion domains we could communicate with target groups much more effectively.
Online social networks have a large potential to affect population health. But to improve the online reach and impact of public health messages, we need to rethink their presentation. Gamification is becoming a crucial concept in online engagement. Celebrities used as ambassadors can increase exposure of online social media campaigns. As part of EPAAC we are launching an innovative online social media campaign to improve the visibility of cancer prevention content.
Objective: The key objectives are to implement an international online social gaming campaign including celebrities to spread cancer prevention messages and to explore whether this approach increases visibility, engagement of target population and spread of these messages. The campaign aims for the users to self-educate themselves and encourage their family and peers to do the same.
Method: In March 2013 we have implemented an online social gaming campaign called ‘I’m a Fan of Life’. We are partnering with international celebrities to promote the campaign and to provide giveaways for the inbuilt gamification challenges. The campaign runs in four-month cycles (for each celebrity).. A Facebook application has been developed, facing the user every week with a new cancer prevention gaming challenge. Altogether 11 games will be added. The content of the games is based on the 11 commandments for cancer prevention of the European Code Against Cancer. The motivation is created by use of three principles: fun (game, competition), good cause (improvement of health), and reward (a celebrity branded prize - limited edition T-shirt). Points for the reward are earned based on user action - requiring users to solve challenges, share cancer prevention content and their accomplishments in the game. After first four-month cycle, participants will be asked to fill out an anonymous online questionnaire, assessing satisfaction, changes in cancer related knowledge, attitudes and behaviour.
Results: Preliminary results containing data on application usage, users demographic and behaviour information, professional and media feedback and first-hand implementation experience will be presented at Medicine 2.0 2013. Data derived from the online questionnaire measuring game satisfaction and impact on knowledge, attitudes and behaviour will be presented. We expect to see a ‘before-after’ improvement of reach of cancer prevention messages and user engagement.
Draft conclusions: Preliminary results will be available at the time of conference. Partnering with celebrities and online social gamification provide an opportunity for public health to improve health promotion messages exposure and engagement of target populations while maintaining cost at a manageable level. EPAAC I’m a Fan of Life’ campaign is a step further in reaching targeted populations with cancer prevention information. If successful, this approach will serve as a good practice example to policy makers. By transferring this approach to other public health promotion domains we could communicate with target groups much more effectively.
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