{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,14]],"date-time":"2026-10-14T17:11:21Z","timestamp":1791997881517,"version":"4.4.0"},"reference-count":55,"publisher":"Wiley","issue":"2","license":[{"start":{"date-parts":[[2025,3,7]],"date-time":"2025-03-07T00:00:00Z","timestamp":1741305600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Health Expectations"],"published-print":{"date-parts":[[2025,4]]},"abstract":"<jats:title>ABSTRACT<\/jats:title><jats:sec><jats:title>Background<\/jats:title><jats:p>Social media became a key communication channel for public health agencies during the COVID\u201019 pandemic, especially for reaching younger populations less engaged with traditional channels. However, official social media health communication often fails to appeal to young people. Improving public health agency use of social media for health communication is vital to ensure health messages reach this priority population effectively, especially during public health emergencies.<\/jats:p><\/jats:sec><jats:sec><jats:title>Objective<\/jats:title><jats:p>This study aimed to co\u2010design a social media communication framework for health messaging to young people with consideration to emergency settings. It integrated the perspectives of young people and professional stakeholders, health communicators responsible for social media messaging of government health departments.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>An iterative co\u2010design process was conducted in partnership with youth co\u2010researchers. The framework was co\u2010designed over three workshops with young people (18\u201324 years) and professional stakeholders. Workshop data were analysed collaboratively and the framework was updated iteratively following each workshop. The final framework was approved by the youth co\u2010researchers and a new group of professional stakeholders.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Twenty\u2010one young people and four professional stakeholders participated in workshops. Three youth co\u2010researchers and three external professional stakeholders approved the final framework. Five recommendations for communicating health messages to young people on social media were developed following two iterations: (1) involve young people, (2) pitch at right level, (3) capture attention fast, (4) use current social media marketing techniques and (5) engage more with the public. The main barrier in emergency contexts was time constraints, but the recommendations were considered feasible if embedded in business\u2010as\u2010usual processes prior to the emergency.<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusion<\/jats:title><jats:p>These findings provide public health agencies a guide for health communication to young people on social media. Co\u2010designing the recommendations centres the needs and preferences of young people, while ensuring they are feasible for professional stakeholders. By incorporating a variety of messaging approaches and actively involving young people in content development, public health agencies can better reach and engage young people, including during public health emergencies.<\/jats:p><\/jats:sec><jats:sec><jats:title>Patient or Public Contribution<\/jats:title><jats:p>Young people were involved in study recruitment, workshop facilitation, data analysis and manuscript preparation as co\u2010researchers. Methods also included co\u2010design with young people and stakeholders.<\/jats:p><\/jats:sec>","DOI":"10.1111\/hex.70203","type":"journal-article","created":{"date-parts":[[2025,3,10]],"date-time":"2025-03-10T16:50:38Z","timestamp":1741625438000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":12,"title":["Co\u2010Designing a Framework for Social Media Health Communication to Young People: A Participatory Research Study"],"prefix":"10.1111","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2954-1092","authenticated-orcid":false,"given":"Melody","family":"Taba","sequence":"first","affiliation":[{"name":"Sydney Health Literacy Lab, Faculty of Medicine and Health The University of Sydney Sydney Australia"},{"name":"Sydney Infectious Diseases Institute The University of Sydney Sydney Australia"},{"name":"Leeder Centre for Health Policy, Economics and Data, Faculty of Medicine and Health The University of Sydney Sydney Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5279-5189","authenticated-orcid":false,"given":"Julie","family":"Ayre","sequence":"additional","affiliation":[{"name":"Sydney Health Literacy Lab, Faculty of Medicine and Health The University of Sydney Sydney Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2696-5006","authenticated-orcid":false,"given":"Kirsten","family":"McCaffery","sequence":"additional","affiliation":[{"name":"Sydney Health Literacy Lab, Faculty of Medicine and Health The University of Sydney Sydney Australia"},{"name":"Sydney Infectious Diseases Institute The University of Sydney Sydney Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6001-715X","authenticated-orcid":false,"given":"Diana","family":"Vassilenko","sequence":"additional","affiliation":[{"name":"Sydney Health Literacy Lab, Faculty of Medicine and Health The University of Sydney Sydney Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ivan C. 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