Date of Award

5-2026

Document Type

Project

Degree Name

Master of Public Health

Department

Health Science and Human Ecology

First Reader/Committee Chair

Dr.Arias MPH

Abstract

Influenza remains a significant public health concern on college campuses, where high population density, shared living environments, and frequent social interaction increase the risk of viral transmission. Despite the availability of safe and effective influenza vaccines, vaccination rates among college-aged students remain consistently low. Many students underestimate their personal risk for influenza and hold persistent misconceptions regarding vaccine safety, effectiveness, and side effects. The widespread use of social media further influences these attitudes, as misinformation can rapidly spread while credible health messaging often struggles to gain visibility. It is important to eliminate vaccine hesitancy among college students through innovative, behavior-focused communication strategies delivered in spaces where they are frequently engaged, such as social media platforms, campus digital channels, and student organization clubs, which provide trusted peer networks and opportunities for meaningful health dialogue.

The purpose of this project is to increase influenza vaccine awareness, confidence, and vaccination uptake by promoting positive health behaviors through an evidence-based social media health promotion campaign. Under the guidance of Professor Amber Olney and informed by the Public Health Social Marketing Toolkit and Centers for Disease Control and Prevention (CDC) communication guidelines, the campaign will emphasize vaccine literacy, preventive health behaviors, and peer driven messaging. The intervention will utilize popular digital platforms, including Instagram and TikTok, to disseminate short form videos addressing common flu vaccine myths, highlighting vaccine benefits, and reinforcing the importance of influenza prevention. Additional outreach strategies will include campus email newsletters and infographic-based content developed in collaboration with campus health services to ensure accuracy and consistency.

Peer advocacy will be a central component of the campaign. Student ambassadors will share authentic personal experiences with influenza vaccination to enhance message credibility, relatability, and trust. These narratives aim to normalize vaccination behavior and reduce perceived barriers by framing vaccination as a socially supported and health-protective choice.

This project does not include primary data collection but instead synthesizes existing literature to identify evidence-based strategies for improving vaccination behaviors. Social media engagement metrics such as likes, shares, comments, and overall reach are proposed as potential indicators of audience interaction and message dissemination.

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