Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia

Vicki Kerrigan; Deanna Park; Cheryl Ross; Rarrtjiwuy Melanie Herdman; Phillip Merrdi Wilson; Charlie Gunabarra; Will Tinapple; Jeanette Burrunali; Jill Nganjmirra; Anna P. Ralph; Jane Davies

doi:10.1057/s41599-023-01965-8

Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia

Vicki Kerrigan, Deanna Park, Cheryl Ross, Rarrtjiwuy Melanie Herdman, Phillip Merrdi Wilson, Charlie Gunabarra, Will Tinapple, Jeanette Burrunali, Jill Nganjmirra, Anna P. Ralph, Jane Davies

Research output: Contribution to journal › Article › peer-review

13 Citations (Scopus)

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Abstract

The COVID-19 pandemic, coupled with the “infodemic” of misinformation, meant First Nations peoples in Australia’s Northern Territory were hearing “the wrong story” about COVID-19 vaccines. In March 2021, when the Australian government offered COVID-19 vaccines to First Nations adults there was no vaccine information designed with, or for, the priority group. To address this gap, we conducted a Participatory Action Research project in which First Nations leaders collaborated with White clinicians, communication researchers and practitioners to co-design 16 COVID-19 vaccine videos presented by First Nations leaders who spoke 9 languages. Our approach was guided by Critical Race Theory and decolonising processes including Freirean pedagogy. Data included interviews and social media analytics. Videos, mainly distributed by Facebook, were valued by the target audience because trusted leaders delivered information in a culturally safe manner and the message did not attempt to enforce vaccination but instead provided information to sovereign individuals to make an informed choice. The co-design production process was found to be as important as the video outputs. The co-design allowed for knowledge exchange which led to video presenters becoming vaccine champions and clinicians developing a deeper understanding of vaccine hesitancy. Social media data revealed that: sponsored Facebook posts have the largest reach; videos shared on a government branded YouTube page had very low impact; the popularity of videos was not in proportion to the number of language speakers and there is value in reposting content on Facebook. Effective communication during a health crisis such as the COVID-19 pandemic requires more than a direct translation of a script written by health professionals; it involves relationships of reciprocity and a decolonised approach to resource production which centres First Nations priorities and values.

Original language	English
Article number	479
Pages (from-to)	1-12
Number of pages	12
Journal	Humanities and Social Sciences Communications
Volume	10
Issue number	1
DOIs	https://doi.org/10.1057/s41599-023-01965-8
Publication status	Published - Dec 2023

Bibliographical note

Funding Information:
The authors would like to thank the First Nations leaders and Elders who contributed but were not co-authors: Larissa Meneri & Purina Anderson from Children’s Ground, Larrakia Elder Aunty Bilawara Lee, Charlie King, Ms C, William Parmbuk, Tiwi Elder Maralampuwi Kurrupuwu, Yolŋu Elder Rosemary Gundjarrangbuy and Warlpiri Elder Theresa Napurrurla Ross. We would also like to thank Andy Peart from Bininj Kunwok Regional Language Centre, Mel Kean from Children’s Ground, Danielle Green from Formation Studios, Seide Ramadani from Mala’la Health Service, Paul Lawton, Angela Kelly and Josh Francis from Menzies School of Health Research.

Funding Information:
VK, CR, PMW and JD conceived the project in consultation with all authors. All authors contributed to study design and implementation. VK, DP, CR, WT, AR and JD collected data. VK, DP, CR and APR conducted analysis. VK drafted the manuscript with input from all authors. APR prepared Figs. and . All authors read and approved the final transcript and agreed to be accountable for all aspects of the work. This project was funded by a Menzies/ National Critical Care Trauma Response Centre COVID-19 Health Emergency Preparedness and Response Grant 2021. Vicki Kerrigan was supported by an Australian Government Research Training Program Scholarship and Improving Health Outcomes in the Tropical North: A multidisciplinary collaboration (HOT NORTH)’, (NHMRC GNT1131932). Anna P Ralph was supported by an NHMRC fellowship 1142011. Jane Davies was supported by an MRFF EL2 Investigator Grant (MRF1194615).

Publisher Copyright:
© 2023, Springer Nature Limited.

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10.1057/s41599-023-01965-8

84340630-oaFinal published version, 666 KBLicence: CC BY

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Kerrigan, V., Park, D., Ross, C., Herdman, R. M., Wilson, P. M., Gunabarra, C., Tinapple, W., Burrunali, J., Nganjmirra, J., Ralph, A. P., & Davies, J. (2023). Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia. Humanities and Social Sciences Communications, 10(1), 1-12. Article 479. https://doi.org/10.1057/s41599-023-01965-8

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abstract = "The COVID-19 pandemic, coupled with the “infodemic” of misinformation, meant First Nations peoples in Australia{\textquoteright}s Northern Territory were hearing “the wrong story” about COVID-19 vaccines. In March 2021, when the Australian government offered COVID-19 vaccines to First Nations adults there was no vaccine information designed with, or for, the priority group. To address this gap, we conducted a Participatory Action Research project in which First Nations leaders collaborated with White clinicians, communication researchers and practitioners to co-design 16 COVID-19 vaccine videos presented by First Nations leaders who spoke 9 languages. Our approach was guided by Critical Race Theory and decolonising processes including Freirean pedagogy. Data included interviews and social media analytics. Videos, mainly distributed by Facebook, were valued by the target audience because trusted leaders delivered information in a culturally safe manner and the message did not attempt to enforce vaccination but instead provided information to sovereign individuals to make an informed choice. The co-design production process was found to be as important as the video outputs. The co-design allowed for knowledge exchange which led to video presenters becoming vaccine champions and clinicians developing a deeper understanding of vaccine hesitancy. Social media data revealed that: sponsored Facebook posts have the largest reach; videos shared on a government branded YouTube page had very low impact; the popularity of videos was not in proportion to the number of language speakers and there is value in reposting content on Facebook. Effective communication during a health crisis such as the COVID-19 pandemic requires more than a direct translation of a script written by health professionals; it involves relationships of reciprocity and a decolonised approach to resource production which centres First Nations priorities and values.",

author = "Vicki Kerrigan and Deanna Park and Cheryl Ross and Herdman, \{Rarrtjiwuy Melanie\} and Wilson, \{Phillip Merrdi\} and Charlie Gunabarra and Will Tinapple and Jeanette Burrunali and Jill Nganjmirra and Ralph, \{Anna P.\} and Jane Davies",

note = "Funding Information: The authors would like to thank the First Nations leaders and Elders who contributed but were not co-authors: Larissa Meneri \& Purina Anderson from Children{\textquoteright}s Ground, Larrakia Elder Aunty Bilawara Lee, Charlie King, Ms C, William Parmbuk, Tiwi Elder Maralampuwi Kurrupuwu, Yol{\ng}u Elder Rosemary Gundjarrangbuy and Warlpiri Elder Theresa Napurrurla Ross. We would also like to thank Andy Peart from Bininj Kunwok Regional Language Centre, Mel Kean from Children{\textquoteright}s Ground, Danielle Green from Formation Studios, Seide Ramadani from Mala{\textquoteright}la Health Service, Paul Lawton, Angela Kelly and Josh Francis from Menzies School of Health Research. Funding Information: VK, CR, PMW and JD conceived the project in consultation with all authors. All authors contributed to study design and implementation. VK, DP, CR, WT, AR and JD collected data. VK, DP, CR and APR conducted analysis. VK drafted the manuscript with input from all authors. APR prepared Figs. and . All authors read and approved the final transcript and agreed to be accountable for all aspects of the work. This project was funded by a Menzies/ National Critical Care Trauma Response Centre COVID-19 Health Emergency Preparedness and Response Grant 2021. Vicki Kerrigan was supported by an Australian Government Research Training Program Scholarship and Improving Health Outcomes in the Tropical North: A multidisciplinary collaboration (HOT NORTH){\textquoteright}, (NHMRC GNT1131932). Anna P Ralph was supported by an NHMRC fellowship 1142011. Jane Davies was supported by an MRFF EL2 Investigator Grant (MRF1194615). Publisher Copyright: {\textcopyright} 2023, Springer Nature Limited.",

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Kerrigan, V, Park, D, Ross, C, Herdman, RM, Wilson, PM, Gunabarra, C, Tinapple, W, Burrunali, J, Nganjmirra, J, Ralph, AP & Davies, J 2023, 'Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia', Humanities and Social Sciences Communications, vol. 10, no. 1, 479, pp. 1-12. https://doi.org/10.1057/s41599-023-01965-8

Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia. / Kerrigan, Vicki; Park, Deanna; Ross, Cheryl et al.
In: Humanities and Social Sciences Communications, Vol. 10, No. 1, 479, 12.2023, p. 1-12.

Research output: Contribution to journal › Article › peer-review

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AU - Burrunali, Jeanette

AU - Nganjmirra, Jill

AU - Ralph, Anna P.

AU - Davies, Jane

N1 - Funding Information: The authors would like to thank the First Nations leaders and Elders who contributed but were not co-authors: Larissa Meneri & Purina Anderson from Children’s Ground, Larrakia Elder Aunty Bilawara Lee, Charlie King, Ms C, William Parmbuk, Tiwi Elder Maralampuwi Kurrupuwu, Yolŋu Elder Rosemary Gundjarrangbuy and Warlpiri Elder Theresa Napurrurla Ross. We would also like to thank Andy Peart from Bininj Kunwok Regional Language Centre, Mel Kean from Children’s Ground, Danielle Green from Formation Studios, Seide Ramadani from Mala’la Health Service, Paul Lawton, Angela Kelly and Josh Francis from Menzies School of Health Research. Funding Information: VK, CR, PMW and JD conceived the project in consultation with all authors. All authors contributed to study design and implementation. VK, DP, CR, WT, AR and JD collected data. VK, DP, CR and APR conducted analysis. VK drafted the manuscript with input from all authors. APR prepared Figs. and . All authors read and approved the final transcript and agreed to be accountable for all aspects of the work. This project was funded by a Menzies/ National Critical Care Trauma Response Centre COVID-19 Health Emergency Preparedness and Response Grant 2021. Vicki Kerrigan was supported by an Australian Government Research Training Program Scholarship and Improving Health Outcomes in the Tropical North: A multidisciplinary collaboration (HOT NORTH)’, (NHMRC GNT1131932). Anna P Ralph was supported by an NHMRC fellowship 1142011. Jane Davies was supported by an MRFF EL2 Investigator Grant (MRF1194615). Publisher Copyright: © 2023, Springer Nature Limited.

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Y1 - 2023/12

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Countering the “wrong story”: A Participatory Action Research approach to developing COVID-19 vaccine information videos with First Nations leaders in Australia

Abstract

Bibliographical note

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