Evaluating the impact of the website campaign “A ti también te puede tocar” (“It could also be you”) to spread awareness of systemic autoimmune rheumatic diseases (Preprint)

Abstract

“A ti también te puede tocar” (“It could also be you”) was an awareness campaign launched to improve the general public’s knowledge of systemic autoimmune rheumatic diseases (SARDs). The present study focusses on visits to the landing page of the campaign website (lasaludnoesunjuego.com) and evaluates the website’s reach and engagement, as well as its effectiveness in facilitating the search for helpful information.

We evaluated the impact of the web-based campaign on awareness of SARDs among the public. The campaign was implemented with the aim of spreading key messages related to these diseases, improving knowledge among patients and the public, and engaging people in the management of their diseases.

Process evaluation measurements were based on Google Analytics metrics.

We recorded 107,657 single sessions by 87,059 new users involving 437,285 page views during the observation period (launch of the website in May 2021 to end of campaign in December 2021). The bounce rate for the page was 24.53%, with an average session duration of 5 minutes, 59 seconds and an average of 4.06 pages viewed per session. The results also showed that most users displayed more than 25% of the page and that the video advertisement was played 2,795,749 times.

This study demonstrates the usefulness of the website campaign “A ti también te puede tocar” in terms of reach and engagement and provides insight into the ways in which websites can be used as part of a multimedia strategy to improve health literacy. However, future campaigns would require metrics on social media content, as well as a survey of website users to understand the level of awareness they have achieved.