Upswell provided technical support to this three-part public health campaign between April and June 2021. It reached 25 million individuals, an average of 6.8 times each.
The campaign was designed to test the use of Facebook to run campaigns to increase COVID-19 vaccination rates and address disparities among racial minorities. The team used a combination of video and still-image advertisements that were designed with their target audience in mind. The campaigns aimed to combat misinformation by disseminating high-quality health information on social media platforms.
The first campaign involved videos of diverse physicians conveying the message that the COVID-19 vaccine is safe and effective. The second campaign focused on vaccine access and scheduling in California, with ads linked to a vaccine scheduling telephone helpline in Spanish and English. The third campaign featured videos from 14 religious leaders from different faith traditions. Facebook provided advertising credit for ad dissemination, and all ad content is available to view on the PCRT Stanford website.
Read the paper here: American Journal of Public Health (AJPH)