Company: JBI, The University of Adelaide, Adelaide, South Australia
Company Description: JBI is a global organisation promoting and supporting evidence-based decisions that improve health and health service delivery. JBI offers a unique range of solutions to access, appraise and apply the best available evidence at the point of care. JBI is based within the Faculty of Health and Medical Sciences, the University of Adelaide.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Global Issues
 Nomination Title: World Evidence-Based Healthcare Day 2021 Campaign, ‘The Role of Evidence in an Infodemic’
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
The World EBHC Day steering committee met in November 2020 to begin planning the 2021 campaign. With all organising partners working in evidence-based healthcare and pivoting most research and response efforts to COVID-19 in 2020, the committee agreed it was important to respond to the WHO call for action regarding infodemic management. The steering committee met with a senior program representative from the WHO to determine:
- Where gaps still existed in relation to infodemic management guidance, and to establish the priorities;
- Messaging and actions for the World EBHC Day campaign; and
- How the global evidence community could both learn and contribute.
The steering committee, convened by JBI, met monthly from February 2021 to establish the theme background, purpose, key messaging, calls to action, resources and media release. A dedicated JBI program team led the development of the website, communications brief, social media graphics and resource graphic design, which were reviewed and approved by the steering committee ahead the July 2021 launch.
A communications sub-committee was formed with organising partner representatives to ensure that established and updated key messages were disseminated across all social and digital platforms by all partners. Likewise, an editorial sub-committee was formed to manage the peer review of 40+ blogs submitted.
The JBI project team managed blog publication, dissemination and communication, registered events and scheduling content via official World EBHC Day Twitter and Instagram accounts.
The steering committee met monthly until November 2021, ensuring the successful delivery of the campaign on 20 October and wrap-up thereafter.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 162 words used.
The initial campaign brief, operational GANTT chart, and media release, provide examples of how the campaign theme was conceived and developed by the steering committee ahead of the July 2021 launch.
The website prototype, sample social media graphics, communications briefs, twitter chat guide, twitter thread guide, blog author guidelines, evidence ambassador toolkit and sample email templates provide examples of the messaging, branding, visual identity and resources that were developed by the JBI program team to support the rollout and delivery of the global campaign, including managing and engaging with all contributors.
The 37 blogs published and sample list of web articles provided from around the world, demonstrate the ways in which diverse global actors engaged with this campaign to share their expertise, ideas and raise awareness.
The steering committee evaluation report, >digital wrap-up presentation and snapshot infographic provide the narrative summary, and qualitative and quantitative results (evidence) of the engagement and reach of this campaign, including feedback from contributors and evidence ambassadors.
- Specify the date on which this campaign or program was launched:
The World Evidence-Based Healthcare Day (EBHC) 2021 Campaign, ‘The Role of Evidence in an Infodemic’ was launched on 26 July 2021 until World EBHC Day observed on 20 October 2021.
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
The COVID-19 pandemic highlighted the importance of developing rapid evidence-informed responses; streamlining global efforts in producing trustworthy evidence; and ensuring the best-available evidence is accessible, transparent and understood. The rapid response of the global evidence community was vital. However, it was accompanied by mis-and-disinformation, which contributed to a global 'infodemic'. This overabundance of information and circulation of misinformation was amplified through social media, spreading like a virus, making it hard for decision-makers, clinicians and others to find trustworthy, evidence-based guidance when they needed it. The 2021 World EBHC Day campaign was developed in response to the World Health Organization’s call for global healthcare organisations to contribute to infodemic management. The campaign explored ‘The Role of Evidence in an Infodemic’, in particular how to:
- streamline the creation of evidence so it is not excessive (reducing duplication of effort);
- promote access to trustworthy, evidence-informed health information (so it is not overwhelming or confusing); and
- counter misinformation.
Infodemic management is an evolving area of research, so the seven organising partners of World EBHC Day- led by a steering committee of 10 women from five countries- provided a platform for the global evidence community to share their collective wisdom on infodemic management and raise awareness of the need for better evidence to inform healthcare policy, practice and decision-making to improve health outcomes globally by:
- Documenting their experiences, lessons learned, challenges and successes through blogs; and
- Hosting round table discussions, workshops, interactive webinars and fireside chats, to help with future practice, guidance and resources.
Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 247 words used.
The main calls to action for the campaign were to:
- submit a blog, addressing one of the four pillars of infodemic management;
- hold an event addressing the theme in the week of 18-24 October 2021; and
- raise awareness, contribute to discussion/debate and/or share experiences via social media i.e. via Twitter chats/threads/tweetorials, Instagram stories and reels etc. using campaign key messages, graphics and guidance provided via resources and toolkits.
Individuals and organisations that contributed to these key activities were recognised and celebrated as an Evidence Ambassador.
Results of calls to action:
- 37 blogs published from 20 countries
- 32 virtual events held in 17 countries
- 81 Evidence Ambassadors from 32 countries
Campaign engagement on social media from 26 July – 26 October:
- 21.4 million people reached
- 436 organisations
- 100+ countries
- 6,239 posts across Twitter, LinkedIn, Facebook, Instagram and YouTube using #WorldEBHCDay
- 25 languages
- 29,673 post shares
- 40,551 post interactions
Other results:
Over the same period, the World EBHC Day website had 9,749 visitors from 110 countries, with 20,040 page views. The organising partners worked together on a joint webinar to launch World EBHC Day on 20 October: ‘Science Communication in a Pandemic’ that had 231 registrants and 300+ views on YouTube.
Overall, the contribution, engagement and reach of activities increased by 95-117% compared to the inaugural 2020 campaign. The 2021 campaign wrap-up digital presentation, snapshot infographic and attached steering committee evaluation report provide both narrative and in-depth statistical results from this campaign.
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