Fostering Engagement of Underserved Communities with Credible Health Information on Social Media

Agha Ali Raza, Mustafa Naseem, Namoos Hayat Qasmi, Shan Randhawa, Fizzah Malik, Behzad Taimur, Sacha St-Onge Ahmad, Sarojini Hirshleifer, Arman Rezaee, Aditya Vashistha

Abstract: The COVID-19 pandemic has necessitated rapid top-down dissemination of reliable and actionable information. This presents unique challenges in engaging low-literate communities that live in poverty and lack access to the Internet. We describe the design and deployment of a voice-based social media platform, accessible over simple phones, for actively engaging such communities in Pakistan with reliable COVID information. We developed three strategies to overcome users’ hesitation, mistrust, and skepticism in engaging with COVID content. Users were: (1) encouraged to listen to reliable COVID advisory, (2) incentivized to share authentic content with others, and (3) prompted to critically think about COVID-related information behaviors. Using a mixed-methods evaluation, we show that users approached with all three strategies had a significantly higher engagement with COVID content compared to others. We discuss how new designs of social media can enable users to engage with and propagate authentic information.