Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Dec 29, 2019
Date Accepted: Jun 13, 2020
Eating Disorders Awareness Campaigns: Thematic and Quantitative Analysis Using Twitter
ABSTRACT
Background:
Health awareness initiatives are frequent but their efficacy is a matter of controversy. We have investigated the effect of Eating Disorder Awareness Week and Wake Up Weight Watchers campaign in Twitter.
Objective:
We aimed to examine whether the Eating Disorder Awareness Week and Wake Up Weight Watchers initiatives increased the volume and dissemination of Twitter conversations related to eating disorders and investigate what content generates the most interest in Twitter.
Methods:
We collected tweets containing the hashtag of the Eating Disorder Awareness Week (#eatingdisorderawarenessweek, #eatingdisorderawareness and/or #EDAW) and #wakeupweightwatchers as well as #eatingdisorder that was selected as a control, over a period of twelve consecutive days in 2018. Each tweet´s content was rated as medical, testimony, help offer, awareness, proAna or antiAna. We analyzed the number of retweets and favorites generated, the potential reach and impact of the hashtags and the characteristics of contributors.
Results:
The number of #wakeupweightwatchers tweets were higher than that of Eating Disorder Awareness Week and #eatingdisorder (3.900, 2.056 and 1.057 respectively). Tweets´ content was different between the hashtags analyzed (P<.001). Medical content was lower in the awareness campaigns. Awareness and help offer content were lower in #wakeupweightwatchers. Retweet and favorite ratios were highest in #wakeupweightwatchers. Eating Disorder Awareness Week achieved the highest impact and participation of very influential contributors.
Conclusions:
Tweeting about eating disorders was effectively promoted by both awareness campaigns. The majority of tweets did not promote any specific preventive or help seeking behavior.
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