TPT 7.08 Posters vs Social Media: A Randomised Evaluation of Awareness-Raising Strategies for Sustainable Theatre Practice

Résumé fourni par la source

Abstract Background Surgical services contribute substantially to healthcare’s carbon footprint. Alcohol-based hand rub (ABHR) for surgical preparation is a key sustainability initiative, yet uptake remains inconsistent. Awareness campaigns traditionally rely on posters, but digital communication is increasingly used. This study compared poster-based versus social-media-based awareness strategies across multiple hospitals to determine which more effectively improves staff awareness of sustainability initiatives. Methods Two cross-sectional surveys were conducted across six hospitals in the South-West of England. A baseline survey assessed awareness of existing sustainability initiatives among anaesthetists, surgeons and theatre staff. Hospitals were then randomised to receive either a poster campaign or a social-media-driven campaign. A post-intervention survey measured changes in awareness, visibility of the campaign and perceived effectiveness of each modality. Results Baseline awareness was low: 63% of all surveyed staff were unaware of ABHR. After randomised intervention:Poster sites: awareness of ABHR increased from 36% to 75%Social media sites: awareness increased from 40% to 55% Staff in both arms reported improved recognition of other sustainability initiatives, though increases were consistently higher in poster-allocated hospitals. Posters were rated as more visible and easier to recall, while social media was less commonly reported as a viewed. Respondents highlighted the benefit of multimodal approaches including meetings and teaching sessions. Conclusions Randomised comparison demonstrated that posters outperform social media in raising awareness of sustainable theatre initiatives. However, combining modalities appears most effective for embedding change and supporting long-term behavioural adoption.

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