Health24.com | Projects use movies to change health behaviour in Africa

Some innovative local organisations are using film to empower people to make better decisions about their health. 

Dr Susan Levine is a medical and visual anthropologist based in Cape Town. In 2002 Levine partnered with an organisation called Steps for the Future (Steps) as a researcher. Steps is a non-profit organisation that uses film to educate, intervene and advocate for healthcare and social justice issues in impacted communities around Southern Africa.

Spotlight spoke to Levine on the side-lines of the AfroSurg Conference in Bellville following her presentation on community engagement and patient care. The conference explored the barriers to surgical care in South Africa and the rest of the Southern Africa region. Levine’s work with Steps has helped people in rural and underprivileged communities access healthcare including surgery.

“Over the past 20 years I’ve been finding ways to bring my passions in medical anthropology and the arts together, mostly documentary film, photography, theatre and dance,” Levine told Spotlight. “Leading up to 2002, I was already a visual anthropologist but I never thought I’d find that [both fields] could speak to one another. So, it was really amazing.”

Fear as barrier

Steps originally began as a way to interrupt the lack of government focus on South Africa’s HIV/Aids crisis through documentaries and mobile cinema.

“The [Steps] films are normalising the fear, and it’s also normalising the fact that fear is bound up with love and caring,” said Levine. “As a healthcare intervention, the idea behind the films is to say that these are really complex, painful stories.”

Levine explained that the films try to be gentle when dealing with something that may be seen as “wrong” or “bad”, such as defaulting on medication or seeking treatment late. The films also refrain from judgement.

The work with Steps has changed Levine’s research trajectory after seeing the effects the films had on communities. 

“Sometimes on the escarpment of Lesotho there’s just two young boys watching a film in a mobile cinema unit, [and] sometimes whole villages in Xai-Xai, Mozambique, would come to see films about malaria and HIV,” she recalled.

Educational tools

After the film screenings, Steps facilitates discussions with audience members, allowing them to ask questions about the film to experts and medical practitioners on a pre-selected panel. 

“The panellists there are people who can comment on the films, and the conversations are often really robust,” said Levine.

“[The audience members are] people who thought that maybe it was fiction, that Aids didn’t exist, or who were afraid of condoms or of dying,” she added. 

While the screenings can work as political, social and healthcare catalysts for community development, they also serve as educational tools for health and social justice. 

“I think the idea around using mobile cinema to spur action to anything is quite an old idea,” said Levine, “but the ways that it’s come together in terms of the research component, the community building component, the production – those things have come together in a very particular way.”

Using film to shine a light

Steps is not the only organisation using film to create change. Another organisation, Sunshine Cinema, is converting “solar power to social impact”. The South African based organisation brings thought provoking African films to audiences across the continent using solar-powered mobile cinemas. 

“What’s interesting about Sunshine Cinema is that while they have a large health focus, it’s not exclusively health,” said Levine. “They bring documentaries that deal with gender-based violence, sexuality, and social justice issues. They also just show really wonderful local content and African feature films if they can get the filmmaker to release the films.”

Like Steps, Sunshine Cinema also hosts a panel to respond to audience questions following each screening. 

During AfroSurg, Levine showed one of the Steps films titled Ngiyakibona or I see you. The short film follows the journeys of the families of two children who need cataract surgery in rural KwaZulu-Natal. The film was produced in partnership with Orbis Africa as a way to promote eye care.

Levine said the work with Orbis allowed her to travel to hospitals in KwaZulu-Natal as well as Zambia to investigate the causes of delay in eye surgeries and treatment. Through her research including interviews and observation, Steps was able to create life stories and pathways to care, which could eventually be made into film. 

A scary process

“Today at the conference I’ve had surgeons come up to me and say that was an amazing film. They didn’t know about those stories of how long it takes people to get surgery because of their fear of surgery – or even the relief that somebody’s child has woken up and to see that on the film, is really meaningful,” said Levine. 

As part of AfroSurg, surgeons from around the Southern African Development Community (SADC) discussed the barriers to accessing surgical care in their countries and the region. In South Africa, these barriers are categorised as factors that prevent people from seeking surgical care, that prevent them from reaching surgical care services and receiving the surgical care they need as well as factors preventing them to remain in care.

For many people, having surgery is a scary process that comes with many big questions. Prospective patients often don’t know where to go, who to speak to, what the surgery entails and how long it will take to recover. As a result of these uncertainties, people often fail to get the care they need. 

In a conference workshop, community and practitioner participants stated that this type of fear, a lack of support, information and communication along with delays in the referral system were among the top reasons people were unable to access care. Other reasons included challenges with transport, staff training and a lack of equipment at healthcare facilities. 

Coming soon

Meanwhile an ongoing clinical trial in the Western Cape is testing whether exposure to a series of films are impacting exclusive breastfeeding (EBF) rates. The so-called Philani MOVIE intervention is an entertainment-education initiative that works to promote EBF through a series of 13 short films. Community members and local stakeholders in child and maternal health help to create films that are shown by mentor mothers during home visits, as well as distributed over WhatsApp. 

The films address a variety of issues concerning EBF including the benefits and challenges of breastfeeding, stunting, unsafe infant feeding procedures and breastfeeding with HIV. The trial is set to be completed by July. 

*Dr Susan Levine is an Associate Professor of Anthropology in the School of African and Gender Studies, Anthropology and Linguistics at the University of Cape Town. Levine teaches a free, open access 6 week online course titled “Medicine and the Arts: Humanising Healthcare”. Interested readers can click here for more information and enrolment. 

* This article was produced by Spotlight – health journalism in the public interest.

Image credit: iStock

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Health24.com | Water issues raise concern at Limpopo hospital

The quality of water supply at the Kgapane Hospital in Ga-Kgapane in the Bolobedu region outside Tzaneen has allegedly been affecting the level of service and care offered at the hospital.

The causes for the water shortages range from inadequate infrastructure and water restrictions to illegal connections to the hospital’s water supply made by the community.

Low dam levels

The Mopani District Municipality announced that three boreholes would be drilled at the hospital, in a bid to alleviate the water shortages due to low dam levels and water restrictions in the area.

Municipality spokesperson, Odas Ngobeni, noted that the low dam levels pose a challenge to water supply at Kgapane Hospital, as the water restrictions mean that water isn’t readily available for use. 

“However, the municipality will be drilling at least three boreholes and installing storage tanks at the hospital. This is work that must start now; hence we are sending people to do the survey today. We will also ensure that a water tanker is available to supply the hospital as we continue to work,” Ngobeni said.

In contrast to the municipality, the Limpopo Department of Health spokesperson Neil Shikwambana, said in a statement that the department is unable to immediately address infrastructure challenges at Kgapane and other facilities due to financial constraints.

Community members took to social media to express their frustration about the lack of water and poor conditions for patients at Kgapane Hospital, however, the department refutes claims made by users of the hospital.

‘Rusty’ infrastructure

In a Facebook post, Fanie Ngobeni highlighted the hospital’s poor service, and voiced concerns about ill-treatment of patients, poor infrastructure and hygiene standards at the hospital and more.

“When I raised these issues, I was attacked, but that didn’t move me at all. A few months later, the situation is even worse. I think the governing party deployed useless cadres and incompetent individuals. They have no interest in safeguarding the lives of poor black people because their family members are taken to private hospital,” Ngobeni wrote.

The post further stated that nurses are neglectful towards patients and that the infrastructure of the hospital is “rusty” and dilapidated. Ngobeni also noted that the hospital has a record number of deaths in the region and province, which was due to nurses and hospital staff not valuing the lives of their patients. However, according to Health Systems Trust District Health Barometer 2017/2018, the Mopani District ranks higher than the Capricorn District in inpatient crude death rates.

Mmatlala Silowa from Ga-Kuranta, in Bolobedu, reports that her brother encountered horrendous service at the hospital. He sought malaria treatment after being brought to the hospital via ambulance from the local clinic, but his condition deteriorated as they queued for hours.

“My younger brother was brought into the hospital by ambulance at around 1pm. He was accompanied by our mother, who is 78-years-old, and they were told to wait for the doctor. His situation got worse before he was finally assisted at around 8pm – after my mother threatened to report them,” Silowa said.

Illegal water connections

Shikwambana addressed the popular post on social media via statement, saying it was “sensationalised”.

“The article falsely claims, among other things, that patients are requested by hospital authorities to bring their own blankets and 5-litre of water to hospital in order for them to bath and drink,” the statement reads.

“Although there has been a massive reduction on the quantity of water supply to the hospital in the recent past, it has not gotten to a point where patients have to bring water to the hospital. Nor have they ever been requested to bring blankets,” the statement continued.

Shikwambana went on to say that the department does not expect the community of Kgapane to blame the department on the shortages of water at the hospital, “because it is the very same community members who have illegally connected water on the mainline to the hospital”.

“The hospital has tried on several occasions to disconnect illegal connections, and even opened a case with the police but community members continue to connect water illegally, putting the operations of the hospital at risk. The department believes that the energy that is used to broadcast lies about the state of the hospital on social media should be correctly channelled towards partnering with the department and the local authorities to resolve the issue of illegal water connections by community members,” Shikwambana continued.

– Health-e News

Image credit: iStock

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Making Sense of Infinite Possibilities

You could say that one reason we can make simple decisions each day with relative ease is that we only have a handful of options to choose from, and that makes it easier to make a reasonably good choice.

For instance, if you only have so much food in your home, or so many stores and restaurants within reach, then you may find it easier to decide what to eat each day. You don’t have to consider infinite options. You narrow your focus to what’s most accessible.

But what about making bigger life choices, like what career path to explore next? This is a situation where you may feel like you’re drowning in possibilities. There are so many factors to consider. Many decisions could lead to positive outcomes, but many could lead to undesirable ones. What if you pursue a career you don’t like? How do you know how to make this choice?

What does it mean to have clarity in such a situation? How can you possibly achieve clarity when there are so many options to consider?

The simple answer is that you must collapse the possibility space to make it smaller. You must somehow narrow your options.

How can you do this? Aren’t all things possible?

You may have this sense that in each moment, you can make any possible decision. But is that really accurate?

Consider a simple decision like what to have for your next meal. On the one hand, it may seem like you could potentially eat any possible food for that meal. This may seem especially true if you live in a big city with lots of accessible restaurants within easy walking or driving distance. You may literally have thousands of different meal options accessible to you.

Now and then you may even feel overwhelmed by all the choices. But somehow you still decide, and you make such decisions every day. Even deciding not to eat anything is a choice.

How on earth do you do that? How do you face such immense possibilities and still decide?

When you actually make such a decision, you don’t consider every possible option. You only consider a small number of possibilities. You collapse the space by giving attention to certain factors that will eliminate most options. You might consider your mood, how much time you have, the cost, the relative distance, your cravings, past memories, and so on. Sometimes you’ll simply think in terms of patterns. Ultimately you may find yourself making the decision pretty quickly. And then you get to experience the result.

Now if you get a bad result, you may avoid making that same choice again in the future. And if you get a good result, you’ll probably be more likely to make a similar choice in the future.

So over time you may develop some internal heuristics to help you make better choices. You can rely upon past experience to guide your future choices.

When you’re new to a situation, you can make a choice semi-randomly or based on simpler factors like convenience. You may also lower your expectations and not worry so much about a bad outcome, knowing that such outcomes are more likely when you lack experience.

But you also have another option, which is to let someone else make the decision for you. For instance, if you go to a new city where you know someone, you could ask that person for a recommendation and then just eat at whichever place they suggest.

Letting other people decide for you is what you probably experienced a lot when you were a child. Someone else decided what to feed you, and you just ate it. And you also had your internal reaction to what you ate, which helped give you a basis for making decisions on your own later in life.

Notice the power of those internal reactions. I think that sometimes we don’t pay enough attention to this.

How did you discover your favorite foods? You probably tried a bunch of foods, and you paid attention to your internal reactions when you ate them. And somewhere along the way, you learned to predict that certain foods would give you favorable internal reactions when you ate them. Of course there are other factors involved too, like the company you’re with or how frequently you eat certain meals, but over time you learned to make predictions from past experience.

So first you had to map the possibility space well enough by choosing semi-randomly or by letting someone else decide for you. And eventually that led to some improvement in clarity about what you liked to eat.

We could say then that the clarity we seek is the ability to predict our internal responses to different events. This predictive ability becomes more accurate as we gain experience. Without experience we cannot make accurate predictions, and hence we cannot expect to have intelligent clarity.

Here’s the counter-intuitive part. We may think that gaining more experience and exposing ourselves to more options and possibilities will lead to massive overwhelm. It’s the paradox of choice, isn’t it? The more options we have, the less clear the correct choice is, and the more overwhelmed we feel, right? But this only applies to unexplored spaces.

Suppose you walk into a wine store, and you’re thinking of buying a bottle of wine. And suppose that you’re a total novice when it comes to buying and drinking wine. You may have a hard time choosing. There are too many options to consider. It’s hard to make a good decision. And even after making the decision, you’re likely to doubt yourself.

But now suppose you’re a master sommelier, and you walk into that same store. Are you likely to feel just as overwhelmed as the novice? It’s more likely that you’ll find it easier to make what you consider a good choice – a choice that gives you a positive internal reaction. You must still confront the same massive stock of wine bottles as the novice, but your greater experience cuts the field of possibilities down to a manageable size. Your superior mental map of the space allows you to rule out entire sections of the store as unlikely to yield the results you seek. And you’ll probably consider fewer options than the novice will, and you’ll be able to make your choice with less stress and greater ease.

Experience compresses reality. As you gain understanding and skill within a pocket of this existence, you also refine your palette. You learn where to go and what to do to achieve worthwhile results that satisfy you. What’s counter-intuitive is that as you expand your circle of experience, your level of clarity will tend to increase as well. As you explore what appears to be a vast space of infinite possibilities, you construct mental models that bring order to the chaos, and this has the effect of simplifying your impressions of the space of possibilities.

Another way to express this idea is by saying that clarity is at least partially a result of the relationship between the explorer and the terrain. A novice explorer in uncharted territory cannot hope to have much clarity. But if the novice simply explores anyway, even if in a bumbling way initially, the explorer will gradually learn the territory, and the explorer’s sense of clarity within that territory will increase.

Now transplant this same explorer to a new territory and repeat the process numerous times. There are surprises to be found in each new area, but every surprise encountered improves the mental maps and models of the explorer. Eventually our explorer becomes less frequently surprised and may even become good at finding the most worthwhile and valuable parts of new expanses of terrain. The experience of clarity stems from the explorer’s increasingly sophisticated mental maps as well as an increasingly sophisticated set of personal preferences. This is because both understanding and desires are refined and polished by experience.

It’s fair to say – and to accept – that there is no clarity to be found outside of experience. Experience is the mother of clarity. And this points us in an actionable direction. If we wish to gain clarity, we must get busy gaining experience. And we’ll generally achieve the greatest gains by courting fresh, new experiences as opposed to repeating previous ones. Thus, if you want to hit the accelerator in terms of clarity gains, make a habit of embracing new and different experiences. Go where you’ve never been. Do what you’ve never done. Try what you’ve never tried. This will have the triple benefit of upgrading your mental models of reality (truth), refining your palette of desires (love), and boosting your ability to blaze a trail to your desires (power).

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Method detects defects in 2D materials for future electronics, sensors

To further shrink electronic devices and to lower energy consumption, the semiconductor industry is interested in using 2D materials, but manufacturers need a quick and accurate method for detecting defects in these materials to determine if the material is suitable for device manufacture. Now a team of researchers has developed a technique to quickly and sensitively characterize defects in 2D materials.

Two-dimensional materials are atomically thin, the most well-known being graphene, a single-atom-thick layer of carbon atoms.

“People have struggled to make these 2D materials without defects,” said Mauricio Terrones, Verne M. Willaman Professor of Physics, Penn State. “That’s the ultimate goal. We want to have a 2D material on a four-inch wafer with at least an acceptable number of defects, but you want to evaluate it in a quick way.”

The researchers’ — who represent Penn State, Northeastern University, Rice University and Universidade Federal de Minas Gerais in Brazil — solution is to use laser light combined with second harmonic generation, a phenomenon in which the frequency of the light shone on the material reflects at double the original frequency. They add dark field imaging, a technique in which extraneous light is filtered out so that defects shine through. According to the researchers, this is the first instance in which dark field imaging was used, and it provides three times the brightness of the standard bright field imaging method, making it possible to see types of defects previously invisible.

“The localization and identification of defects with the commonly used bright field second harmonic generation is limited because of interference effects between different grains of 2D materials,” said Leandro Mallard, a senior author on a recent paper in Nano Letters and a professor at Universidade Federal de Minas Gerais. “In this work we have shown that by the use of dark field SHG we remove the interference effects and reveal the grain boundaries and edges of semiconducting 2D materials. Such a novel technique has good spatial resolution and can image large area samples that could be used to monitor the quality of the material produced in industrial scales.”

Vincent H. Crespi, Distinguished Professor of Physics, Materials Science and Engineering, and Chemistry, Penn State, added, “Crystals are made of atoms, and so the defects within crystals — where atoms are misplaced — are also of atomic size.

“Usually, powerful, expensive and slow experimental probes that do microscopy using beams of electrons are needed to discern such fine details in a material,” said Crespi. “Here, we use a fast and accessible optical method that pulls out just the signal that originates from the defect itself to rapidly and reliably find out how 2D materials are stitched together out of grains oriented in different ways.”

Another coauthor compared the technique to finding a particular zero on a page full of zeroes.

“In the dark field, all the zeroes are made invisible so that only the defective zero stands out,” said Yuanxi Wang, assistant research professor at Penn State’s Materials Research Institute.

The semiconductor industry wants to have the ability to check for defects on the production line, but 2D materials will likely be used in sensors before they are used in electronics, according to Terrones. Because 2D materials are flexible and can be incorporated into very small spaces, they are good candidates for multiple sensors in a smartwatch or smartphone and the myriad of other places where small, flexible sensors are required.

“The next step would be an improvement of the experimental setup to map zero dimension defects — atomic vacancies for instance — and also extend it to other 2D materials that host different electronic and structural properties,” said lead author Bruno Carvalho, a former visiting scholar in Terrones’ group,

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Materials provided by Penn State. Note: Content may be edited for style and length.

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Finely tuned nervous systems allowed birds and mammals to adopt smoother strides

Since the 1900s, neuroscientists have known that the peripheral nervous systems of tetrapods (four-footed animals) vary greatly, but how these differences affect the way that animals walk, run, or move has not been well understood. Now, a study published in the Journal of Experimental Biology on January 27, authored by a New York Institute of Technology anatomy professor, suggests that neuromuscular adaptations in mammals and birds may have allowed them to become more nimble than reptiles and amphibians.

“This research could explain why tigers have a much smoother walk than crocodiles, which lumber and drag their abdomens, and perhaps one reason why today’s humans have evolved to walk with such uniform steps,” says lead author Michael Granatosky, Ph.D., assistant professor of Anatomy at New York Institute of Technology College of Osteopathic Medicine (NYITCOM).

Tetrapods have small receptors in their muscles called Golgi tendon organs, which protect muscles from forces during locomotion (walking) and other physical activity. When muscle tension becomes dangerous, these receptors signal the nervous system to produce reflexes that release tension and prevent injury. Amphibians and reptiles, which diverged from early tetrapods before mammals and birds, have freeform Golgi tendons located further from the muscle-tendon junction, suggesting that they detect stress across the entire muscle. In contrast, birds and mammals have encapsulated Golgi tendon organs set directly at the muscle-tendon junction, signifying an ability to detect tension in precise muscle areas, which would allow for more controlled motion. Now, researchers pose that birds and mammals owe their agile strides to these finely tuned receptors.

“These structural variations are well known, but no one has questioned what they actually mean for the animals,” says Granatosky. “We studied the largest collection of zoological locomotive data to date, which spanned 30 years and 55 species, and found that these variations directly affect how animals respond to the forces acting on their limbs.”

Continuing the work of his post-doctorate mentor Callum Ross, Ph.D., professor of Organismal Biology and Anatomy at the University of Chicago, Granatosky analyzed vast sets of data from zoos and research facilities in the U.S., Canada, and Germany. To survey bodyweight distribution in motion, animal steps were measured with a three-dimensional scale called a force plate. Reptile and amphibian strides were found to vary greatly with each step, but mammals and birds crossed the force plate with very consistent strides. The findings suggest that, while in motion, a predictable response to force provides a selective advantage that could conserve energy and allow birds and mammals to swiftly regain footing from a fall. Granatosky also believes that the less responsive nervous systems of reptiles and amphibians may have caused a need for protection that led the animals to adapt stronger bones.

“Reptile and amphibian bones can sustain forces ten times heavier than their weight, whereas bird and mammal bones can only sustain forces two and a half times their weight. It’s possible that birds and mammals adapted lighter, more energy-efficient bone structures in response to no longer needing heavy, protective frames that demanded a great deal of energy,” he says.

To test his theory, Granatosky will study whether Golgi tendon organs played an evolutionary role in bone density adaptation and energy expenditure. He is also collaborating with New York Institute of Technology engineering, architecture, and digital arts students to build robots that accurately simulate animal locomotion. The first robot will simulate the walking patterns of the blue-tongued skink, an Australian lizard commonly used as a model for early tetrapod locomotion.

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Materials provided by New York Institute of Technology. Note: Content may be edited for style and length.

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New gene correction therapy for Duchenne muscular dystrophy

Duchenne type muscular dystrophy (DMD) is the most common hereditary muscular disease among children, leaving them wheelchair-bound before the age of twelve and reducing life expectancy. Researchers at Technical University of Munich (TUM), Ludwig Maximilian University of Munich (LMU) and the German Research Center for Environmental Health (Helmholtz Zentrum München) have developed a gene therapy that may provide permanent relief for those suffering from DMD.

Muscles need dystrophin in order to regenerate. Persons suffering from Duchenne muscular dystrophy lack this essential muscular protein due to mutations in the gene which is responsible for producing dystrophin. As a result, their existing muscle cells deteriorate over time and are gradually replaced by connective and fatty tissue; muscle strength weakens during the course of the disease. The first symptoms usually appear around the age of five. Children with the disease begin to have difficulties with movements they previously completed with ease, for example climbing stairs or getting up from the floor. At approximately the age of twelve, they are no longer able to walk, later losing movement in their arms and hands. Due to concomitant respiratory and cardiac failure, the majority of patients does not reach the age of 40. DMD affects mainly boys, since the responsible mutations are located in the dystrophin gene on the X chromosome.

Gene scissors remove defective gene sequence

An interdisciplinary Munich research team led by scientists from TUM has for the first time succeeded in correcting the mutated dystrophin gene in living pigs. In order to cut the defective gene sequence from the DNA of the animals’ muscle and heart cells, the researchers modified the Crispr-Cas9 gene scissors. “These gene scissors are highly efficient and specifically corrected the dystrophin gene,” says Prof. Wolfgang Wurst, developmental geneticist at TUM and the German Research Center for Environmental Health. It became then again possible to viably read the gene which had been unreadable because of the genetic defect, thus allowing for a successful protein biosynthesis. Now the shorter but stably formed dystrophin protein was able to improve muscle function. The animals treated were less susceptible to cardiac arrhythmia and had an increased life expectancy compared to animals with the disease that did not receive the therapy.

A permanent therapy

“Muscle and heart cells are long-lived cell structures. One half of all myocardial cells remain functional from birth throughout the entire lifecycle of a human being,” says Prof. Christian Kupatt, cardiologist at university hospital TUM Klinikum rechts der Isar. “The genome of a cell is used for protein biosynthesis as long as the cell is alive, and once a cell has been affected by the therapy, it remains corrected. So if we change the genome of a myocardial cell, the correction is a long-term success, in contrast to the results of previous methods.”

Therapeutic success with clinically relevant model

The gene sequence responsible for the dystrophin protein has already been successfully corrected in the past, however in mice and other animal models. “Our results are very promising, since for the first time, we have now been able to demonstrate therapeutic success in a clinically relevant large animal model,” says Prof. Maggie Walter, neurologist at the LMU university hospital. In terms of important biochemical, clinical and pathological changes, the pig model mirrors Duchenne muscular dystrophy in humans. “Since the disease proceeds faster in our pig model, we were able to verify the efficacy of the therapeutic approaches within a manageable period of time,” says Prof. Eckhard Wolf, LMU specialist in veterinary medicine.

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Materials provided by Technical University of Munich (TUM). Note: Content may be edited for style and length.

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Health24.com | Vaping is the darling of Instagram

Vaping has been deemed hazardous for your health by public officials across America, but you wouldn’t know it by scrolling through Instagram.

Instead, researchers discovered that Instagram posts that promote use of the devices outnumber anti-vaping content by a shocking ratio of 10 000 to one.

Vaping called an epidemic

Nearly one-third of US teens use e-cigarettes. In 2018, the US Food and Drug Administration launched a campaign to discourage vaping among youth, according to authors of the study published in the journal Frontiers in Communication.

“US public health officials have been calling vaping among youth an epidemic and have been putting a lot of effort into trying to stop this epidemic by introducing #TheRealCost anti-vaping campaign,” said researcher Julia Vassey, from the University of California, Berkeley.

“But this stark imbalance in the volume of posts has caused the FDA message to be overwhelmed by marketing from the vaping brands,” she said in a journal news release.

Vassey and her colleagues analysed nearly 246 000 Instagram posts from before and after the #TheRealCost campaign launch, and interviewed five vaping influencers and eight college-age social media users.

“We focused on Instagram because the vaping influencers we interviewed for this study identified Instagram as their most important social media marketing platform,” Vassey said.

Direction for anti-vaping campaigns

“Based on the results, the FDA anti-vaping campaign is not very popular and we saw Instagram user comments disputing the FDA claims of damaging health effects from nicotine and calling the campaign propaganda,” she said.

Vaping posts received nearly three times more “likes” after the launch of the FDA campaign launch, and there were six times as many vaping posts that had more than 100 likes.

The vaping influencers and social media users told the researchers that the FDA’s anti-vaping campaign promoted scare tactics rather than offering guidance on how to quit vaping.

“We’re hoping the findings will inform public health regulators about the most popular channels used by vaping influencers to promote vaping content among underage population in order to help counter e-cigarette marketing and slow vaping proliferation among youth,” Vassey said.

“This study could also contribute to providing direction for future federal and local public health anti-vaping intervention campaigns,” she said.

Image credit: iStock

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