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Five research-backed steps to a pro-vaccination social media campaign What can vaccine proponents, clinicians and public health communicators learn from “anti-vaxxers?” A lot, according to new guidance for pro-vaccination social media events written by University of Pittsburgh health scientists. The five-part guidelines, published today in the journal Vaccine, arose from an analysis of a grassroots pro-vaccination campaign organized last year by popular physician and social media personality Zubin Damania, M.D., colloquially known as “ZDoggMD.” Unexpectedly, more than three-quarters of the tweets associated with the event were opposing vaccination, researchers found. “While at first it felt a little defeating that the event was co-opted to spread anti-vaccination messages, we learned some really constructive lessons,” said lead author Beth Hoffman, M.P.H., a doctoral student at Pitt’s Graduate School of Public Health. “I expect our guidelines will prove valuable

Ariel shensaSanya bathla tanejaJaime sidaniElizabethm felterBeth hoffmanTodd wolynnRiley wolynnJasonb colditzZubin damaniaPittsburgh supercomputing centerNational cancer instituteUniversity of pittsburghRichard king mellon foundationNational science foundationPitt graduate school of public healthGraduate school