# Tweet for Behavior Change: Using Social Media for the Dissemination of Public Health Messages

arXiv: https://arxiv.org/abs/1703.08813 · HTML: https://mlsanity.com/paper/1703.08813/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- First posted on arXiv 26 Mar 2017.

## Built on by (most cited first, 1 of 1)

- [Artificial Intelligence for Health Message Generation: Theory, Method, and an Empirical Study Using Prompt Engineering](https://mlsanity.com/paper/2212.07507/) (2022)

## Abstract (arXiv)

Background: Social media public health campaigns have the advantage of tailored messaging at low cost and large reach, but little is known about what would determine their feasibility as tools for inducing attitude and behavior change. Objective: The aim of this study was to test the feasibility of designing, implementing, and evaluating a social media-enabled intervention for skin cancer prevention. Conclusions: Social media-disseminated public health messages reached more than 23% of the Northern Ireland population. A Web-based survey suggested that the campaign might have contributed to improved knowledge and attitudes toward skin cancer among the target population. Findings suggested that shocking and humorous messages generated greatest impressions and engagement, but information-based messages were likely to be shared most. The extent of behavioral change as a result of the campaign remains to be explored, however, the change of attitudes and knowledge is promising. Social media is an inexpensive, effective method for delivering public health messages. However, existing and traditional process evaluation methods may not be suitable for social media.