ArticleBMJ open2022
Evaluating the impact of a linguistically and culturally tailored social media ad campaign on COVID-19 vaccine uptake among indigenous populations in Guatemala: a pre/post design intervention study.
Article in BMJ open, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 17 papers, 2 of them syntheses that pooled it.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
17 citing papers in PubMed, 2 syntheses or guidelines pooled it, 23 citations in OpenAlex.
- Overcoming health misinformation in marginalized groups: a systematic review.International journal for equity in health · 2025Pooled it
- Strategies to address COVID-19 vaccine hesitancy in First Nations peoples: a systematic review.Global health action · 2024Pooled it
- Trial
- Harnessing Social Media, Influencers, and Community Engagement to Confront HIV-Related Stigma in Peru: Longitudinal Descriptive Study of the DiME Campaign.Journal of medical Internet research · 2026Article
- Social Media in Pacific Communities: A Scoping Review Exploring Benefits, Challenges and Opportunities for Healthcare.Healthcare (Basel, Switzerland) · 2026Review
- Trends and determinants of pneumococcal vaccine uptake among U.S. adults, 2019-2024: a pooled cross-sectional analysis.BMC public health · 2026Article
- Culturally and linguistically appropriate vaccine education (CLAVE) for Indigenous communities: design and implementation study of a community-based approach to digital vaccine education in the Central Highlands of Guatemala.International journal for equity in health · 2026Article
- Community participation in responding to health misinformation.International journal for equity in health · 2026Article
- Preferences for Social Media Vaccination Messaging.JAMA network open · 2026Article
- Association between mass media exposure and cervical cancer screening uptake among women aged 30-49 years in four sub-Saharan African countries: a pooled analysis of demographic and health surveys.BMC women's health · 2025Article
- Identifying Success Factors for Optimizing COVID-19 Vaccine Uptake Among Indigenous Populations in Taiwan: Cross-Sectional Questionnaire Survey.JMIR public health and surveillance · 2025Article
- Bridging community-engaged research and implementation science methods to advance public health practice.Bundesgesundheitsblatt, Gesundheitsforschung, Gesundheitsschutz · 2025Review
- Health disparities among indigenous populations in Latin America: a scoping review.International journal for equity in health · 2025Article
- Global Use, Adaptation, and Sharing of Massive Open Online Courses for Emergency Health on the OpenWHO Platform: Survey Study.Journal of medical Internet research · 2025Article
- Analysis of COVID-19 vaccination experience of the Los Pastos, Wounaan, and Misak Misak indigenous peoples from Bogotá, Colombia.PLOS global public health · 2025Article
- Exploring methods for creating or adapting knowledge mobilization products for culturally and linguistically diverse audiences: a scoping review.Archives of public health = Archives belges de sante publique · 2024Article
- COVID-19 vaccine uptake and barriers among Indigenous language speakers in Mexico: Results from a nationally representative survey.PLOS global public health · 2024Article
Corrections and comments
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Authors and funding
8 authors at 3 institutions in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
objectivesTo evaluate the impact of culturally and linguistically tailored informational videos delivered via social media campaigns on COVID-19 vaccine uptake in Indigenous Maya communities in Guatemala.
methodsOur team designed a series of videos utilising community input and evaluated the impact using a pre-post intervention design. In-person preintervention surveys were collected from a sample of respondents in four rural municipalities in Guatemala in March 2022. Facebook, Instagram and browser ads were flooded with COVID-19 vaccine informational videos in Spanish, Kaqchikel and Kiche for 3 weeks. Postintervention surveys were conducted by telephone among the same participants in April 2022. Logistic regression models were used to estimate the OR of COVID-19 vaccine uptake following exposure to the intervention videos.
resultsPreintervention and postintervention surveys were collected from 1572 participants. The median age was 28 years; 63% (N=998) identified as women, and 36% spoke an Indigenous Mayan language. Twenty-one per cent of participants (N=327) reported watching the intervention content on social media. At baseline, 89% (N=1402) of participants reported having at least one COVID-19 vaccine, compared with 97% (N=1507) in the follow-up. Those who reported watching the videos had 1.78 times the odds (95% CI 1.14 to 2.77) of getting vaccinated after watching the videos compared with those who did not see the videos when adjusted by age, community, sex and language.
conclusionOur findings suggest that culturally and linguistically tailored videos addressing COVID-19 vaccine misinformation deployed over social media can increase vaccinations in a rural, indigenous population in Guatemala, implying that social media content can influence vaccination uptake. Providing accurate, culturally sensitive information in local languages from trusted sources may help increase vaccine uptake in historically marginalised populations.
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Registered trials
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