275 Promoting health equity through social media: A community engaged approach to bidirectional public health communication

Objectives/Goals: Access to accurate public health information is an essential component to ensuring health equity. We launched our social media channels on Instagram, Facebook, and TikTok to highlight, engage with, and bring culturally tailored and language appropriate health and research information to our target communities. Methods/Study Population: Monitoring engagement patterns with our content on each platform influenced the development of a range of innovative campaigns in both English and Spanish that were informed by our core values of inclusivity, trust-building, ongoing bidirectional communication, and co-creation. These three platforms were chosen to ensure reach and engagement with the different demographics within our target populations. The campaigns included those that provided relevant and accurate health information, highlighted the diversity of our team, uplifted our community partners, and gave voice to our community members. This content included health-related infographics, mini-documentary reels, video essays, interviews, and photos. Results/Anticipated Results: We assessed effectiveness, reach, and engagement based on the robustness of the analytics for each platform. Facebook content, the majority of which is in Spanish, appealed more to older, Latino community members. TikTok content appealed more to younger (under 35), primarily English-speaking community members, while Instagram appealed more to organizational partners and community health workers. A 2023 trendline analysis of average monthly Instagram content reach and interactions indicated a moderate-to-strong relationship between our tailored content and audience engagement. Storytelling techniques consistently outperformed other content types across platforms, and community partner collaboration drastically enhanced our visibility, reach, and further validated our approach. Discussion/Significance of Impact: Social media has become increasingly central to bidirectional information dissemination. Implementing tailored strategies and leveraging storytelling techniques is an effective means of engaging diverse audiences, enhancing public health communication, and building and maintaining trust by providing accurate, accessible information.