A digital media campaign to promote awareness of housing rights: Process evaluation of the Know Your Housing Rights campaign

IF 2 4区社会学 Q2 SOCIAL SCIENCES, INTERDISCIPLINARY

Evaluation and Program Planning Pub Date : 2025-06-25 DOI:10.1016/j.evalprogplan.2025.102642

Erika Bonnevie , Sierra Smith , Laura Lagunez-Ndereba , Ellen Lawton , Nick Garza , Joe Smyser

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Abstract

Housing security is a key social determinant of health, yet many individuals remain unaware of their rights and available resources. This study presents a process evaluation of the Know Your Housing Rights campaign, a digital media initiative designed to raise awareness of housing rights in Los Angeles and Denver counties.The campaign partnered with social media influencers and digital advertisements to engage target populations, directing them to an informational website with local resources. Fifty influencers participated, reaching a combined audience of over 1.2 million followers. A mixed-methods evaluation assessed campaign implementation, reach, and engagement through digital analytics, sentiment analysis of audience responses, and surveys and interviews with influencers. Findings suggest that influencer-driven content was well received, with predominantly positive audience sentiment and engagement. Influencers reported that participation aligned with their brand and were enthusiastic about disseminating housing rights information. The Know Your Housing Rights campaign illustrates the potential of digital media and influencer partnerships in promoting housing security messages. This approach offers a model for efforts targeting housing rights and other complex social determinants of health through digital strategies.

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促进住房权利意识的数字媒体活动：了解你的住房权利活动的过程评估

住房保障是健康的一个关键社会决定因素，但许多人仍然不了解他们的权利和现有资源。本研究介绍了“了解你的住房权利”运动的过程评估，这是一项旨在提高洛杉矶和丹佛县住房权利意识的数字媒体倡议。该活动与社交媒体影响者和数字广告合作，吸引目标人群，将他们引导到一个具有当地资源的信息网站。50位有影响力的人参加了这次活动，总共有超过120万的粉丝。通过数字分析、受众反应的情绪分析以及对影响者的调查和访谈，混合方法评估了活动的实施、覆盖范围和参与度。调查结果表明，网红驱动的内容很受欢迎，主要是积极的观众情绪和参与度。有影响力的人报告说，参与与他们的品牌一致，并热衷于传播住房权利信息。“了解你的住房权利”运动说明了数字媒体和网红伙伴关系在促进住房安全信息方面的潜力。这一方法为通过数字战略针对住房权利和健康的其他复杂社会决定因素的努力提供了一个模式。

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来源期刊

Evaluation and Program Planning SOCIAL SCIENCES, INTERDISCIPLINARY-

CiteScore

3.10

自引率

6.20%

发文量

112

期刊介绍： Evaluation and Program Planning is based on the principle that the techniques and methods of evaluation and planning transcend the boundaries of specific fields and that relevant contributions to these areas come from people representing many different positions, intellectual traditions, and interests. In order to further the development of evaluation and planning, we publish articles from the private and public sectors in a wide range of areas: organizational development and behavior, training, planning, human resource development, health and mental, social services, mental retardation, corrections, substance abuse, and education.