Facebook Ad Campaign to Improve Childhood Vaccine Safety Perceptions in Indonesia During the COVID-19 Pandemic

October 28, 2021

Upswell worked as an extension of the UNICEF Indonesia team throughout this campaign, supporting every part of it, from content strategy to measurement and evaluation. UNICEF has many talented people, and in our view this team in Indonesia is among its best.

UNICEF Indonesia and Gavi partnered to build confidence in childhood vaccination during COVID-19. Their five-week Facebook ad campaign reached 50% of the population in three provinces. It reached 6 million people in all, at lower cost. People’s perception of vaccine safety rose by 4.3 percentage points, and their motivation to vaccinate improved. For UNICEF and Gavi, the results showed that Facebook ads can complement on-the-ground strategies for vaccine awareness.

Case Study

More Project Spotlights

August 19, 2021

Effects of Large-Scale Social Media Advertising Campaign on Holiday Travel and COVID-19 Infections

Upswell supported this research team throughout the project. The researchers' use of mobile phone location data from Facebook users to measure the campaign's impact on the ground was their own work.

August 8, 2021

Facebook Ads vs. Malaria: Using Social Media Campaigns to Promote Health-Seeking Behaviors of Households

Upswell supported all aspects of this project, from helping lead and manage the creative team to running the social media ads. We also worked closely with Virtual Lab to set up monitoring and evaluation (M&E) for the project. Virtual Lab was an excellent partner.

February 15, 2021

Public Health Awareness Campaign: COVID Safe Behaviors in India

Upswell supported all aspects of this campaign, from initial strategy development through implementation. Drew is a University of Washington alum, and he is proud of the team that made this project happen.