Addressing Anemia Among Women in India: An Informed Intervention Using Facebook Ad Manager
Upswell led this project, partnering with three organizations in India to create and deliver campaign content to women in northern India. It used rapid feedback on content tested on social media to improve the campaign as it ran.
Background: Anemia rates remain high among women in India, especially during adolescence and pregnancy, despite government programs that provide iron folic acid (IFA) tablets, according to the study. As more women gain access to mobile phones and social media, mobile programs could shape what they know and do about their health.
Little research has tested social media as a way to reach women with health messages, collect data, and measure changes in knowledge and behavior on issues such as anemia. The study tested a Facebook advertising campaign on anemia and IFA, collected data through social media, and measured the campaign’s impact.
Methods: In 2019, the researchers sent a baseline survey and two follow-up surveys through Facebook to women in Madhya Pradesh and Uttar Pradesh, India. Between survey rounds, Facebook ads addressing gaps in knowledge and practice around anemia and IFA reached more than 3 million women. The researchers analyzed current knowledge and behaviors around anemia and IFA, differences by socio-demographic group, and whether knowledge and behaviors changed significantly between rounds.
Results: General knowledge about anemia was high, but misperceptions persisted. Fifteen percent of respondents were taking IFA at the time of the survey, although nearly 50% reported having taken it at some point. Younger women had lower levels of knowledge and practice.
The ad campaigns had mixed effects: some indicators improved, some worsened, and there was no clear trend between surveys. Two beliefs the ads focused on most moved in the intended direction after both campaigns: that iron can make labor and delivery difficult, and that iron supplements are only for women who have anemia.
The authors concluded that social media shows potential for health programs and that more research is needed to make such campaigns more effective.
