Public health implications of #ShoutYourAbortion

Objectives: Social media platforms such as Twitter allow members of the public to raise awareness for issues, causes and events. This study investigated the hashtag #ShoutYourAbortion that was created to combat the stigma that can be associated with the medical procedure of abortion. Study design: A mixed method and case study approach was used. Methods: Twitter data were retrieved and analysed by social network analysis, a subset of tweets were qualitatively coded and the location of tweets was examined. Results: It was found that a sizable group of users shared tweets denouncing the hashtag and the these users formed a cluster in themselves. The study also identified two narratives: anti-abortion and pro-abortion content. Conclusion: The results have implications for public health organisations and agencies interested in devising digital health campaigns. That is, when devising health campaigns, it is essential to consider the tone of the campaign and whether it is likely to provoke citizens who may have opposing views. Moreover, future campaigns could communicate information surrounding the dangers of unsafe abortions and the broad spectrum of reasons that women may seek abortion, for example, when the child and/or mothers health is at risk. (C) 2018 The Royal Society for Public Health. Published by Elsevier Ltd. All rights reserved.