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A safe environment is critical for adolescents’ well-being. The purpose of this photovoice study is to explore reasons that make adolescents feel safe in their community.

This study was conducted in Florida through both online and in-person recruitment. After a training session on the ethical and technical use of cameras and a brief introduction of the photovoice methodology, six adolescents took photos (n = 66) in their community and discussed their photos guided by the revised SHOWeD framework. Abridged transcripts were used to match photos with corresponding discussions. Thematic analysis was conducted by the research team.

This study identified four main themes related to adolescents’ safe perceptions, including community protective factors (n = 22 photos) such as safe physical environments and community cohesion; family protective factors (n = 14 photos) including safe home and caring parents; traffic safety (n = 14 photos), such as proper road signs, seat belts for car safety and helmets and locks for bicycle safety; and public safety (n = 8 photos), such as emergency numbers, fire departments and police cars and officers.

Due to the limited number of participants, this study did not compare the similarities and differences of safety perceptions between adolescents living in high crime areas (urban communities) and those in low crime areas (suburban and rural communities). Future photovoice studies are recommended to further explore the influential factors associated with adolescents’ perceived community safety in urban and rural areas with different levels of crime rates to provide more evidence on targeted strategies for community safety promotion in each area.

By exploring the reasons for adolescents’ safe feelings in their community using photovoice, this study provides insights for future intervention programs to promote community safety for children and adolescents from the community, family, traffic and societal perspectives.

This photovoice study not only empowers adolescents to identify community assets related to their safe perceptions but also illustrates valuable insights for researchers and public health professionals for safety promotion.

This study has used a broad research question to explore the reasons that make adolescents feel safe, providing them the opportunities to express their opinions by photo taking and photo discussions. Moreover, rich information at the community, family and societal levels has been collected as related to factors contributing to adolescents’ safe perceptions, adding to the literature on community safety. In addition, this photovoice study has offered both in-person and online participation. Such combination not only provides adolescents with an opportunity to choose a participation method that works best for them but also adds to the photovoice methodology by extending the data collection from in-person to online.

Effectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features.

An online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study.

In the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online.

The application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.