{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,9]],"date-time":"2026-07-09T18:19:03Z","timestamp":1783621143954,"version":"3.55.0"},"reference-count":19,"publisher":"Public Library of Science (PLoS)","issue":"7","license":[{"start":{"date-parts":[[2026,7,9]],"date-time":"2026-07-09T00:00:00Z","timestamp":1783555200000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Advancing Health Online"}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:sec id=\"sec001\">\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Market priming strategies use communication to prepare target audiences for service uptake when services become available. In 2025, a health worker strike in Abuja, Nigeria resulted in the suspension of HPV vaccination services for approximately four months. Services were temporarily restored for five days (July 16\u201320, 2025) during a Maternal, Newborn, and Child Health (MNCH) week. This study assessed whether caregiver recall of a digital market priming campaign was associated with HPV vaccine uptake during this brief service resumption.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec id=\"sec002\">\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>We conducted a cross-sectional exit survey of 271 caregivers of adolescent girls aged 9\u201317 years attending vaccination sites during MNCH week. The survey collected data on socio-demographic characteristics, Facebook use, recall of HPV vaccine advertising on Facebook or Instagram, and caregiver-reported adolescent vaccination status. Survey findings were triangulated with administrative data on the number of HPV vaccinations delivered during the MNCH week. Analyses included descriptive statistics and multivariable logistic regression. A two-stage residual inclusion (2SRI) model was used as a sensitivity analysis to assess potential bias from unobserved confounding related to social media use. Ward-level regression analyses using administrative data compared vaccinations delivered in wards targeted by the digital campaign with those in non-targeted wards.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec id=\"sec003\">\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Overall, 33.6% of caregivers recalled HPV vaccine advertising on Facebook or Instagram, and 64.2% reported that their adolescent had received the HPV vaccine. Message recall was associated with higher odds of caregiver-reported vaccination (adjusted odds ratio\u2009=\u20093.36; 95% CI: 2.75\u20134.11). Model-predicted marginal effects indicated a 23.3 percentage-point difference in reported vaccination probability between caregivers who did and did not recall messages, corresponding to an estimated 7.9 percentage-point difference in vaccination prevalence when applied to the caregiver population attending vaccination services. The 2SRI analysis found no evidence of endogeneity (p\u2009=\u20090.736). Administrative data were consistent with survey findings, suggesting an approximately 3 percentage-point higher vaccination coverage in wards targeted by the digital campaign compared with control wards during MNCH week.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec id=\"sec004\">\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>Caregiver recall of a digital market priming campaign was associated with higher HPV vaccination uptake during a short-term resumption of services following a prolonged disruption. These findings suggest that insights-informed, subnational digital priming strategies\u2014when combined with complementary offline approaches to ensure equitable reach\u2014may help maintain caregiver readiness and support HPV vaccine delivery during periods of service instability.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1371\/journal.pone.0352986","type":"journal-article","created":{"date-parts":[[2026,7,9]],"date-time":"2026-07-09T17:40:23Z","timestamp":1783618823000},"page":"e0352986","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Leveraging social media to mitigate HPV vaccine service disruptions in Abuja, Nigeria"],"prefix":"10.1371","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7049-9933","authenticated-orcid":true,"given":"Sohail","family":"Agha","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Khadija","family":"Hassan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-3771-5779","authenticated-orcid":true,"given":"T. O.","family":"Olusanya","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hauwa","family":"Abbas","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Drew","family":"Bernard","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8665-1522","authenticated-orcid":true,"given":"Ifeanyi","family":"Nsofor","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,7,9]]},"reference":[{"key":"pone.0352986.ref001","volume-title":"Global strategy to accelerate the elimination of cervical cancer as a public health problem","author":"World Health Organization","year":"2020"},{"issue":"50","key":"pone.0352986.ref002","first-page":"645","article-title":"Human papillomavirus vaccines: WHO position paper, December 2022","volume":"97","author":"World Health Organization","year":"2022","journal-title":"Wkly Epidemiol Rec"},{"key":"pone.0352986.ref003","author":"UNICEF","year":"2023"},{"key":"pone.0352986.ref004","author":"Nation Media Group","year":"2025"},{"key":"pone.0352986.ref005","article-title":"Using branded behaviour change communication to create demand for the HPV vaccine among girls in Malawi: An evaluation of Girl Effect\u2019s Zathu mini magazine","author":"A Jones","year":"2022","journal-title":"Vaccine"},{"issue":"5","key":"pone.0352986.ref006","doi-asserted-by":"crossref","first-page":"1014","DOI":"10.1007\/s13187-018-1405-x","article-title":"HPV vaccination communication messages, messengers, and messaging strategies","volume":"34","author":"KB Cartmell","year":"2019","journal-title":"J Cancer Educ"},{"issue":"1","key":"pone.0352986.ref007","doi-asserted-by":"crossref","first-page":"190","DOI":"10.1186\/s13643-019-1100-y","article-title":"Communication around HPV vaccination for adolescents in low- and middle-income countries: A systematic scoping overview of systematic reviews","volume":"8","author":"HS Foss","year":"2019","journal-title":"Syst Rev"},{"issue":"1","key":"pone.0352986.ref008","article-title":"Improving vaccination uptake among adolescents","volume":"1","author":"LH Abdullahi","year":"2020","journal-title":"Cochrane Database Syst Rev"},{"key":"pone.0352986.ref009","doi-asserted-by":"crossref","first-page":"71","DOI":"10.1080\/10810730490271548","article-title":"A meta-analysis of the effect of mediated health communication campaigns on behavior change in the United States","volume":"9","author":"LB Snyder","year":"2004","journal-title":"Journal of Health Communication"},{"issue":"4","key":"pone.0352986.ref010","doi-asserted-by":"crossref","first-page":"567","DOI":"10.1093\/her\/cyl036","article-title":"Systematic review of the effectiveness of mass communication programs to change HIV\/AIDS-related behaviors in developing countries","volume":"21","author":"JT Bertrand","year":"2006","journal-title":"Health Educ Res"},{"issue":"9748","key":"pone.0352986.ref011","doi-asserted-by":"crossref","first-page":"1261","DOI":"10.1016\/S0140-6736(10)60809-4","article-title":"Use of mass media campaigns to change health behaviour","volume":"376","author":"MA Wakefield","year":"2010","journal-title":"Lancet"},{"issue":"4","key":"pone.0352986.ref012","doi-asserted-by":"crossref","DOI":"10.2196\/31889","article-title":"Social media-based interventions for health behavior change in low- and middle-income countries: Systematic review","volume":"24","author":"J Seiler","year":"2022","journal-title":"J Med Internet Res"},{"issue":"1","key":"pone.0352986.ref013","doi-asserted-by":"crossref","first-page":"84","DOI":"10.3390\/vaccines12010084","article-title":"Determinants of human papillomavirus vaccine acceptance among caregivers in Nigeria: A Fogg behavior model-based approach","volume":"12","author":"S Agha","year":"2024","journal-title":"Vaccines (Basel)"},{"key":"pone.0352986.ref014","doi-asserted-by":"crossref","unstructured":"Fogg B. A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology, 2009. 1\u20137. https:\/\/doi.org\/10.1145\/1541948.1541999","DOI":"10.1145\/1541948.1541999"},{"issue":"7","key":"pone.0352986.ref015","doi-asserted-by":"crossref","DOI":"10.1371\/journal.pone.0325684","article-title":"HPV vaccine uptake among adolescent girls in Nigeria: The complex role of caregivers\u2019 education","volume":"20","author":"S Agha","year":"2025","journal-title":"PLoS One"},{"key":"pone.0352986.ref016","year":"2025"},{"key":"pone.0352986.ref017","year":"2023"},{"key":"pone.0352986.ref018","year":"2022"},{"issue":"1","key":"pone.0352986.ref019","doi-asserted-by":"crossref","first-page":"2500264","DOI":"10.1080\/21645515.2025.2500264","article-title":"Cost-effectiveness of a behavioral insights-informed digital campaign to increase HPV vaccination in Bangladesh","volume":"21","author":"S Agha","year":"2025","journal-title":"Hum Vaccin Immunother"}],"container-title":["PLOS One"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0352986","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,7,9]],"date-time":"2026-07-09T17:40:28Z","timestamp":1783618828000},"score":1,"resource":{"primary":{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0352986"}},"subtitle":[],"editor":[{"given":"Ameer","family":"Muhammad","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"editor"}]}],"short-title":[],"issued":{"date-parts":[[2026,7,9]]},"references-count":19,"journal-issue":{"issue":"7","published-online":{"date-parts":[[2026,7,9]]}},"URL":"https:\/\/doi.org\/10.1371\/journal.pone.0352986","relation":{},"ISSN":["1932-6203"],"issn-type":[{"value":"1932-6203","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,7,9]]}}}