Exploring the Impact of an Influencer-Led Program on Community Support for Harm Reduction in West Virginia: A Preliminary Evaluation.

INTRODUCTION: Harm reduction is an approach that uses evidence-based programs and services to minimize the negative consequences associated with drug use, protecting the health of people who use drugs and reducing overdose deaths. However, harm reduction programs frequently encounter obstacles, often stemming from insufficient public support, creating a need for innovative programs to garner it. One such approach is the use of digital media campaigns and social media influencers, who can leverage their trustworthiness to connect with their followers. In April 2022, we created Appalachian Influence, an influencer-driven initiative designed to boost public support and awareness for harm reduction programs in Appalachia. This study examines the program's impact on the knowledge and attitudes of West Virginia residents.

METHODS: Two cross-sectional surveys were conducted among the public in West Virginia, at baseline and 6 months after implementation. Surveys assessed knowledge and attitudes toward harm reduction services. Analysis was conducted to examine changes over time and differences between those exposed to Appalachian Influence and those not.

RESULTS: The baseline received 311 responses, and the follow-up received 300 responses, with those exposed to Appalachian Influence (105) showing significantly higher awareness of and overall support for most harm reduction programs. The largest differences were observed in support for sterile needles/syringes.

CONCLUSIONS: This evaluation of Appalachian Influence suggests that social media influencers may be a promising way to impact knowledge and generate support for harm reduction programs in West Virginia. Future research should examine how this model can be adapted to other contexts or topics.