{
  "abstract": "Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO’s experience in developing social media messaging using gist and verbatim constructs to influence risk perceptions related to measles and intentions related to measles vaccination. We share our experience to support other public health communication practitioners who may seek to incorporate behavioural science into their social media campaigns to achieve desired shifts in health-related attitudes and intentions in target audiences.",
  "authors": [
    {
      "affiliations": [
        "Behavioural Insights Unit, World Health Organization, Geneva, Switzerland",
        "School of Psychology, School of Human and Health Sciences, Swansea University, Swansea, Wales, UK"
      ],
      "name": "Simon Williams"
    },
    {
      "affiliations": [
        "Behavioural Insights Unit, World Health Organization, Geneva, Switzerland"
      ],
      "name": "Karin Stein"
    },
    {
      "affiliations": [
        "Department of Communications, World Health Organization, Geneva, Switzerland"
      ],
      "name": "Aleksandra Kuzmanovic"
    },
    {
      "affiliations": [
        "Department of Communications, World Health Organization, Geneva, Switzerland"
      ],
      "name": "Mohamed Gulaid"
    },
    {
      "affiliations": [
        "Department of Immunization, Vaccines and Biologicals, World Health Organization, Geneva, Switzerland"
      ],
      "name": "Lisa Menning"
    },
    {
      "affiliations": [
        "Behavioural Insights Unit, World Health Organization, Geneva, Switzerland"
      ],
      "name": "Elena Altieri"
    }
  ],
  "title": "Using behavioural science to design public health social media campaigns",
  "uid": "38a07ded-4f28-51b5-aa41-c21c1ecb42ee"
}