A Cross-Country Analysis of Movember
by Nugroho Dwi Prasetyo (TU Delft), Claudia Hauff (TU Delft), Dong Nguyen, Tijs van den Broek, Djoerd Hiemstra
Health campaigns that aim to raise awareness and subsequently raise funds for research and treatment are commonplace. While many local campaigns exist, very few attract the attention of a global audience. One of those global campaigns is Movember, an annual campaign during the month of November, that is directed at men's health with special focus on cancer and mental health. Health campaigns routinely use social media portals to capture people’s attention. Recently, researchers began to consider to what extent social media is effective in raising the awareness of health campaigns. In this paper we expand on those works by conducting an investigation across four different countries, while not only restricting ourselves to the impact on awareness but also on fund-raising. To that end, we analyze the 2013 Movember Twitter campaigns in Canada, Australia, the United Kingdom and the United States.
To be presented at the 6th International Workshop on Health Text Mining and Information Analysis (Louhi 2015) Workshop at EMNLP 2015 on September 17 in Lisbon, Portugal.