TY - JOUR
T1 - Production of vaccination videos in India
T2 - learnings from a science-art partnership
AU - Burleson, Julia
AU - Ganjoo, Rohini
AU - Rath, Sidharth
AU - Rath, Nilambar
AU - Bhaktaram, Ananya
AU - Jamison, Amelia M.
AU - Alperstein, Neil
AU - Pascual-Ferra, Paola
AU - Barnett, Daniel J.
AU - Mohanty, Satyanarayan
AU - Parida, Manoj
AU - Orton, Peter
AU - Kluegel, Eleanor
AU - Rimal, Rajiv N.
N1 - Funding Information:
This research was funded by Grant# VCF-019 from Global Impact. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of Global Impact.
Publisher Copyright:
© 2023, The Author(s).
PY - 2023/12
Y1 - 2023/12
N2 - Background: Cross-cultural communication, often conceptualized along culture and language dimensions, is an important issue for collaborative teams that include both scientists and artists. Such teams must balance the standardization needs of rigorous scientific methods, on the one hand, with openness for artistic creativity, on the other. The scientific literature does not provide clear guidance on how to structure such collaborations. Discussion: We created eight videos manipulating the type of appeal, message tone, and gender of the vaccine promoter in a 2 × 2 × 2 between-subjects experiment. The four stages of the filmmaking process were 1) conceptualizing filmmaking and script writing through a scientific lens, 2) pilot testing and finalizing the script, 3) video production and editing, and 4) dissemination. We describe the process and learnings from a collaboration that included filmmakers, researchers, and vaccine experts from India and the United States in producing, disseminating, and evaluating videos that promoted vaccine uptake in Odisha, India. Conclusions: When projects require close collaborations between scientists and artists, committing to a unified vision is essential for facilitating open, bidirectional communication and building trust between the partners. Clearly denoting research boundaries ensures that the scientific needs of the project are met while simultaneously welcoming space for the filmmakers’ creativity, fostering a sense of ownership, and enhancing the final product.
AB - Background: Cross-cultural communication, often conceptualized along culture and language dimensions, is an important issue for collaborative teams that include both scientists and artists. Such teams must balance the standardization needs of rigorous scientific methods, on the one hand, with openness for artistic creativity, on the other. The scientific literature does not provide clear guidance on how to structure such collaborations. Discussion: We created eight videos manipulating the type of appeal, message tone, and gender of the vaccine promoter in a 2 × 2 × 2 between-subjects experiment. The four stages of the filmmaking process were 1) conceptualizing filmmaking and script writing through a scientific lens, 2) pilot testing and finalizing the script, 3) video production and editing, and 4) dissemination. We describe the process and learnings from a collaboration that included filmmakers, researchers, and vaccine experts from India and the United States in producing, disseminating, and evaluating videos that promoted vaccine uptake in Odisha, India. Conclusions: When projects require close collaborations between scientists and artists, committing to a unified vision is essential for facilitating open, bidirectional communication and building trust between the partners. Clearly denoting research boundaries ensures that the scientific needs of the project are met while simultaneously welcoming space for the filmmakers’ creativity, fostering a sense of ownership, and enhancing the final product.
KW - COVID-19
KW - Entertainment-education videos
KW - Filmmaking collaboration
KW - Messaging
KW - Vaccination
KW - Vaccine hesitancy
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U2 - 10.1186/s12889-023-15607-w
DO - 10.1186/s12889-023-15607-w
M3 - Article
C2 - 37085863
AN - SCOPUS:85153549530
SN - 1471-2458
VL - 23
JO - BMC public health
JF - BMC public health
IS - 1
M1 - 736
ER -