Using Social Media for Public Health Communication to Young People: A Qualitative Study to Inform Emergency Preparedness.

Taba, M; Ayre, J; McCaffery, K; Blanch, C; Leask, J; Wilson, A; Bonner, C

Using Social Media for Public Health Communication to Young People: A Qualitative Study to Inform Emergency Preparedness.

Taba, M Ayre, J

McCaffery, K Blanch, C Leask, J Wilson, A Bonner, C

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Publisher:: TAYLOR & FRANCIS INC
Publication Type:: Journal Article
Citation:: J Health Commun, 2026, 31, (1), pp. 55-64
Issue Date:: 2026

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Field	Value	Language
dc.contributor.author	Taba, M
dc.contributor.author	Ayre, J https://orcid.org/0000-0002-5279-5189
dc.contributor.author	McCaffery, K
dc.contributor.author	Blanch, C
dc.contributor.author	Leask, J
dc.contributor.author	Wilson, A
dc.contributor.author	Bonner, C
dc.date.accessioned	2026-10-09T01:33:19Z
dc.date.available	2026-10-09T01:33:19Z
dc.date.issued	2026
dc.identifier.citation	J Health Commun, 2026, 31, (1), pp. 55-64
dc.identifier.issn	1081-0730
dc.identifier.issn	1087-0415
dc.identifier.uri	http://hdl.handle.net/10453/196548
dc.description.abstract	The COVID-19 pandemic highlighted the role of social media for official health communication, especially for young people who rarely engage with other public health agency channels. This study explored the social media health communication experiences of health communicators and young people, during and outside the COVID-19 emergency. Semi-structured interviews were conducted with professional health communicators responsible for social media communication of Australian government health departments and young people aged 18-24 years (n = 21). Interviews were analyzed thematically using Framework Analysis. The results revealed health communicators faced challenges in their work, including organizational barriers and misinformation. Whilst the COVID-19 pandemic amplified these challenges, it also brought opportunities like innovation, streamlined approval systems and increased followership. Health communicators targeted young people by using channels popular with the age group and using trendy and engaging formats. Young people found these communications straightforward but not consistently engaging or humorous and recommended involving young people in future messaging to increase appeal. These findings highlight the need for further improvements in social media health communication to youth. Health communicators require increased support and mechanisms allowing innovation in future pandemics.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	TAYLOR & FRANCIS INC
dc.relation.ispartof	J Health Commun
dc.relation.isbasedon	10.1080/10810730.2026.2613851
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	0807 Library and Information Studies, 1117 Public Health and Health Services, 2001 Communication and Media Studies
dc.subject.classification	Public Health
dc.subject.classification	4206 Public health
dc.subject.classification	4701 Communication and media studies
dc.subject.mesh	Humans
dc.subject.mesh	Social Media
dc.subject.mesh	COVID-19
dc.subject.mesh	Adolescent
dc.subject.mesh	Australia
dc.subject.mesh	Qualitative Research
dc.subject.mesh	Young Adult
dc.subject.mesh	Health Communication
dc.subject.mesh	Pandemics
dc.subject.mesh	Female
dc.subject.mesh	Male
dc.subject.mesh	Public Health
dc.subject.mesh	Civil Defense
dc.subject.mesh	Media Exposure
dc.subject.mesh	Interviews as Topic
dc.subject.mesh	Humans
dc.subject.mesh	Public Health
dc.subject.mesh	Qualitative Research
dc.subject.mesh	Civil Defense
dc.subject.mesh	Adolescent
dc.subject.mesh	Australia
dc.subject.mesh	Female
dc.subject.mesh	Male
dc.subject.mesh	Interviews as Topic
dc.subject.mesh	Young Adult
dc.subject.mesh	Health Communication
dc.subject.mesh	Pandemics
dc.subject.mesh	Social Media
dc.subject.mesh	COVID-19
dc.subject.mesh	Media Exposure
dc.subject.mesh	Humans
dc.subject.mesh	Social Media
dc.subject.mesh	COVID-19
dc.subject.mesh	Adolescent
dc.subject.mesh	Australia
dc.subject.mesh	Qualitative Research
dc.subject.mesh	Young Adult
dc.subject.mesh	Health Communication
dc.subject.mesh	Pandemics
dc.subject.mesh	Female
dc.subject.mesh	Male
dc.subject.mesh	Public Health
dc.subject.mesh	Civil Defense
dc.subject.mesh	Media Exposure
dc.subject.mesh	Interviews as Topic
dc.title	Using Social Media for Public Health Communication to Young People: A Qualitative Study to Inform Emergency Preparedness.
dc.type	Journal Article
utslib.citation.volume	31
utslib.location.activity	United States
utslib.for	0807 Library and Information Studies
utslib.for	1117 Public Health and Health Services
utslib.for	2001 Communication and Media Studies
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Health
utslib.copyright.status	open_access	*
dc.rights.license	This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). To view a copy of this license, visit https://creativecommons.org/licenses/by/4.0/
dc.date.updated	2026-10-09T01:33:18Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	31
utslib.citation.issue	1

Abstract:

The COVID-19 pandemic highlighted the role of social media for official health communication, especially for young people who rarely engage with other public health agency channels. This study explored the social media health communication experiences of health communicators and young people, during and outside the COVID-19 emergency. Semi-structured interviews were conducted with professional health communicators responsible for social media communication of Australian government health departments and young people aged 18-24 years (n = 21). Interviews were analyzed thematically using Framework Analysis. The results revealed health communicators faced challenges in their work, including organizational barriers and misinformation. Whilst the COVID-19 pandemic amplified these challenges, it also brought opportunities like innovation, streamlined approval systems and increased followership. Health communicators targeted young people by using channels popular with the age group and using trendy and engaging formats. Young people found these communications straightforward but not consistently engaging or humorous and recommended involving young people in future messaging to increase appeal. These findings highlight the need for further improvements in social media health communication to youth. Health communicators require increased support and mechanisms allowing innovation in future pandemics.

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http://hdl.handle.net/10453/196548