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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 pro ....
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