Emerging Digital Media Forms for Increasing Engagement in

Emerging Digital Media Forms for Increasing Engagement in Health Messages Across Diverse Communities Susan J. Robinson National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention Communication Across Borders July 2008

Fine Print Presentation contents are solely the responsibility of the author and do not necessarily represent the official views of the CDC.

Overview • e. Health evolution • Emerging Technologies • Mobile media: texting and peer-generated video • Engagement • Evaluation design • Tangible media: responsive objects, surfaces, and spaces • Key Research Questions

e. Volution of e. Health 2005 2008 • Interactive • Networked • Tailoring – Individual-level • Peer-to-peer - Group level/social • Personalization • Participation

Theory Behind Tailoring* Increase information processing Impact behavioral determinants • • • Attention Effortful processing Self-reference Peripheral processing Emotional response Behavioral intention Skills Self-efficacy Attitudes/expectancies Normative perceptions Source: Hawkins et al. Understanding tailoring in Cancer Communication, e. Health Summit 2005.

Social Networks Social Networking Sites: • Improve user reach • Improve customer satisfaction • Promote products and services • Facilitate knowledge sharing • Increase brand awareness

World AIDS Day / Know It Campaign – bloggers

Mobile Phone Use • • • More adults in the U. S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone. About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006). An estimated 8 million people viewed mobile videos in May 2007

Texting: Evidence of Effectiveness • • • Smoking cessation Weight managemnet Diabetes management Asthma control HIV awareness

ext Messaging and Internet Zip Code Finder Mobile Texting Campaign: Know. It • To encourage users to know their HIV status and to locate HIV testing facilities nearby • Mobile phone users text their zip code to “KNOWIT” (566948) and within seconds they receive a text message with an HIV testing location near them. • This mobile phone service connects users with CDC’s testing database found at www. hivtest. org. • Localization

Know. It – Texting Hits (World AIDS Day 2007)

Personal Public Service Announcements: PPSAs Engagement with HIV Prevention: A Mobile Media Experience • Engaging target audience in the making of the message • Ensuring diversity of participants – brought together through a problem in common • First Department-level clearance for peer generated mobile content • PPSAs available on You. Tube 2008 Event Sponsored by the University of Georgia, CDC, Verizon, Nokia, AIDS Research Consortium of Atlanta, and many others.

Peer-Generated Process: 2 Days • Diverse students – state liberal arts, state engineering universities and historically black college/university • Received briefing on HIV science, epidemiology, & effective health message “platforms” (tested messages) • Heard from/interacted with HIV positive gay men working in AIDS prevention • Pitched ideas & received feedback from experts on message translation before shooting/production • Produced messages entirely on mobile phone

The Lens of Contact Theory • Equal status? • Cooperation over superordinate goals? • Close, meaningful contact? • Institutional support? • Willingness to participate?

Distribution: WWW & Mobile (VCast, Ads) (http: //youtube. com/user/CDCStreaming Health)

Evaluation • Centers for Excellence in Health Marketing • Pretesting with high-risk 18 -26 year olds for message effects, attention-getting, positive effects • Compare cell phone and You. Tube channel formats effects, willingness to pass to friends • Study process and impact of peer-to-peer distribution of the messages • Performance of promoted behavior (txt zip to KNOWIT)

Tangible User Interface (TUI): Definition • [Ishii & Ullmer 1997] • TUIs give physical form to digital information by seamlessly coupling the dual worlds of bits and atoms… • Digital information [bits] • Everyday physical objects and spaces [atoms] • This means we can… Marble Answering Machine • Use physical spaces, surfaces, and objects as both controls and Royal College of Art, representations of digital information Interaction Design • Enable co-located collaborative user Durrell Bishop, 1992 interactions with digital information

Tangible Media • [Dourish 2001] • "Where the Action Is: The Foundations of Embodied Interaction“ Wiki. TUI Digital Annotation of Physical Books Synaesthetic Media Lab, Andy Wu & Ali Mazalek, 2008 • Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social

Making Contact? • Tangible tabletop stories that can be told from many different perspectives, understood in many different ways Storytelling workshop at the Boston Museum of Science Computer Clubhouse, 2001

Experiments: Multi-Viewpoint Stories Insert architales Kino. Puzzle Documentary Collage Synaesthetic Media Lab, Robinson & Ali Mazalek, 2008 Architales Experimental Media Class 2008

The Iterative Development Cycle Design the interface Use the interface Source: A. Badre. www. interfacile. com Identify possible improvements Test and Analyze interface utilization

Key Research Questions • What are potential application domain areas for tangible media in health interventions? • How can we engage affected communities in designing interventions (problem solving)? • How would we evaluate these interventions, e. g. identify comparison conditions and groups? • What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media? • For border health issues (e. g. environment) could tangible media increase the feeling of

Contact Information Susan J. Robinson sjr 2@cdc. gov NCHHSTP Health Communication Science Office Thanks to: Ann Aikin aaikin@cdc. gov Division of e. Health Marketing National Center for Health Marketing Centers for Disease Control and Prevention