Health campaigns that aim to raise awareness and subsequently raise funds for research and treatment are commonplace. While many local campaigns exist, very few attract the attention of a global audience. One of those global campaigns is Movember, an annual campaign during the month of November, that is directed at men’s health with special foci on cancer & mental health. Health campaigns routinely use social media portals to capture people’s attention. Recently, researchers began to consider to what extent social media is effective in raising the awareness of health campaigns. In this paper we expand on those works by conducting an investigation across four different countries, while not only restricting ourselves to the impact on awareness but also on fundraising. To that end, we analyze the 2013 Movember Twitter campaigns in Canada, Australia, the United Kingdom and the United States.
|Title of host publication||Proceedings of the Sixth International Workshop on Health Text Mining and Information Analysis (Louhi)|
|Place of Publication||Lisbon, Portugal|
|Publisher||Association for Computational Linguistics (ACL)|
|Number of pages||9|
|Publication status||Published - Sep 2015|
|Publisher||Association for Computational Linguistics|
- twitterhealth campaignsocial mediamovember
- health campaign
- Social Media
Dwi Prasetyo, N., Hauff, C., Nguyen, D-P., van den Broek, T., & Hiemstra, D. (2015). On the Impact of Twitter-based Health Campaigns: A Cross-Country Analysis of Movember. In Proceedings of the Sixth International Workshop on Health Text Mining and Information Analysis (Louhi) (pp. 55-63). Lisbon, Portugal: Association for Computational Linguistics (ACL).