An analysis of a video education campaign on COVID-19 for healthcare workers in Africa delivered through Facebook

Part of Special Series: WONCA World Rural Health Conference Abstracts 2022go to url


name here
Siofra Maher
1 Medical Student *

name here
Joe Gallagher
2 MICGP, Director

name here
Monica Casey
3 Senior Administrator ULEARN-GP Network

name here
David Weakliam
4 Global Health Programme Director

name here
Liam Glynn
5 MD, Professor of General Practice ORCID logo


* Siofra Maher


1, 3 School of Medicine, University of Limerick, Limerick, Ireland

2 School of Medicine, University of Limerick, Limerick, Ireland; and The Palms GP Surgery, Wexford, Ireland

4 Health Services Executive, Ireland

5 School of Medicine, University of Limerick, Limerick, Ireland; and HRB Primary Care Clinical Trials Network, Galway, Ireland


10 January 2023 Volume 23 Issue 1


RECEIVED: 20 September 2022

ACCEPTED: 20 September 2022


Maher S, Gallagher J, Casey M, Weakliam D, Glynn L.  An analysis of a video education campaign on COVID-19 for healthcare workers in Africa delivered through Facebook. Rural and Remote Health 2023; 23: 8102. https://doi.org/10.22605/RRH8102


This work is licensed under a Creative Commons Attribution 4.0 International Licence

go to urlCited by

no pdf available, use your browser's print function to create one


Introduction: The COVID-19 pandemic required rapid dissemination of accurate information across the world to both healthcare workers and the general public. Social media represents an opportunity to undertake this. The aim of this study was to analyse a healthcare worker education campaign in Africa delivered through the social media platform Facebook and discuss the feasibility of this approach for future healthcare workers and public health campaigns.

Methods: The campaign ran from June 2020 to January 2021. The Facebook Ad Manager suite was used to extract data in July 2021. Videos were analysed for total and individual video reach, impressions, 3-second video plays, 50% plays and 100% plays. The geographic use of the videos and age and gender breakdown was also analysed.

Results: Total reach of the Facebook campaign was 6,356,846 and total impressions was 12,767,118. The video with the highest reach was 'Hand washing steps for health workers' with a reach of 1,479,603. The total campaign 3-second plays were 2,189,460 decreasing to 77,120 for 100% play duration.

Discussion: Facebook advertising campaigns may have the ability to reach large populations and achieve a range of engagement outcomes that would be more cost effective and have greater reach when compared with traditional media. The outcome of this campaign has shown the potential of social media’s use in public health information, medical education and professional development.

You might also be interested in:

2022 - Contextualising the association of socioeconomic deprivation with hospitalisation rates of myocardial infarction in a rural area in eastern Germany

2021 - Five enablers to deliver safe water and effective sewage treatment to remote Indigenous communities in Australia

2006 - Using participatory rural appraisal (PRA) in the identification of children with disabilities in rural Kilifi, Kenya

This PDF has been produced for your convenience. Always refer to the live site https://www.rrh.org.au/journal/article/8102 for the Version of Record.