Project Spotlight — Project Spotlights

Barriers to Maternal and Reproductive Health Care In India Due to COVID-19

Barriers to Maternal and Reproductive Health Care In India Due to COVID-19

Upswell supported all aspects of this project from intervention design through implementation, running Facebook and Instagram Ads, M&E, and final report creation. We honestly can’t get enough of the people who powered this project!

Lockdowns and restrictions associated with COVID-19 had the potential to impact access to healthcare services, including contraceptive, prenatal, and postnatal care for both men and women. However, the extent of its impact, especially in low- and middle-income countries like India, was not well understood. Understanding the impact of COVID-19 on the use of these services was essential for improving access and use.

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

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

Upswell served as a sort of extension to the UNICEF Indonesia team throughout this campaign. We were delighted to support all aspects of this campaign, from content strategy to measurement and evaluation. UNICEF has a LOT of amazing people, but in our humble opinion, this team in Indonesia is next level.

UNICEF Indonesia and Gavi partnered to boost confidence in childhood vaccinations during COVID-19, reaching 50% of the population in three provinces via Facebook ads. The five-week campaign improved motivation, reached 6 million people at lower cost, and increased vaccination safety perception by 4.3 percentage points, demonstrating Facebook's value in complementing on-the-ground strategies for vaccine awareness.

-October 28, 2021Project Spotlight, unicef, covid-19, case study, Indonesia

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

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

Upswell supported this team throughout the project. We wish we could take credit for their amazing use of mobile phone location data of Facebook users to measure the on-the-ground impact of their campaign. Amazing!

During the Coronavirus Disease 2019 (COVID-19) epidemic, many health professionals used social media to promote preventative health behaviors. The team behind this work conducted a randomized controlled trial of the effect of a Facebook advertising campaign consisting of short videos recorded by doctors and nurses to encourage users to stay at home for the Thanksgiving and Christmas holidays (NCT04644328 and AEARCTR-0006821).

-August 19, 2021Project Spotlight, covid-19, paper, social media, facebook, US

Facebook Powered M&E for Iron Folic Acid Health Interventions in Northern India

Facebook Powered M&E for Iron Folic Acid Health Interventions in Northern India

As the media landscape changes and billions of people around the world turn to Facebook, Instagram, WhatsApp, and other social media platforms for information and social interactions, the need to develop effective methods of leveraging social media for social behavior change communication (SBCC) becomes increasingly important. Yet, in order for the public health sector to embrace social media for SBCC, we must have methods for measuring the impact of social media-based SBCC.

In this letter, we share a new approach for measurement and evaluation of social media-based SBCC campaigns. The approach was developed as part of an iron-folic acid health intervention targeting young women in two states in northern India; Uttar Pradesh and Maydar Pradesh.

-October 20, 2020Project Spotlight, BMGF, Bill and Melinda Gates Foundation, M&E, Folic Acid, India, Paper

Addressing Anemia Among Women in India: An Informed Intervention Using Facebook Ad Manager

Addressing Anemia Among Women in India: An Informed Intervention Using Facebook Ad Manager

Upswell took the lead on this project and partnered with three in-country organizations to create and deliver the treatment content to our target audience in Northern India. We used rapid feedback from content tested on social media to continually improve the quality and impact of the content and overall campaign.

-October 15, 2020Project Spotlight, BMGF, Bill and Melinda Gates Foundation, facebook, Anemia, case study, Report, IFA, advertising

Driving Action for Universal Health Coverage in Myanmar with Facebook

Driving Action for Universal Health Coverage in Myanmar with Facebook

Since 1995, PSI/Myanmar has been providing the people of Myanmar with critical health services. They are one of the largest NGOs in Myanmar, delivering significant health impact in nearly all 330 townships. Their mission in Myanmar at the time of this project was to address the largest contributors to Myanmar’s burden of disease: HIV, tuberculosis, malaria, pneumonia, diarrhea, reproductive and maternal health, nutrition, diabetes, and hypertension. In 2019 Upswell helped them utilize Facebook’s robust communication tools to move government officials from general support for Universal Health Coverage (UHC) to action for implementing UHC.

-September 24, 2019Project Spotlight, PSI, Facebook, Myanmar, Universal health coverage, influencer

Shattering Addition Stigma

Shattering Addition Stigma - A Collaborative Approach

Every year, 820,000 children around the globe die avoidable deaths because they are not getting the breastmilk they need to thrive. In fact, only 2 in 5 infants under 6 months are being breastfed exclusively - as they should be.

Upswell worked with a powerful cohort of nutrition organizations from 16 countries to see if Facebook could help gain widespread support for breastfeeding.

-September 25, 2018Project Spotlight, case study, Facebook, stigma, advertising

WHO Reaches Millions to Help End Mental Health Stigma

WHO Reaches Millions to Help End Mental Health Stigma

Upswell trained and supported the WHO’s social media team in the run-up to World Mental Health Day 2016 on behalf of Facebook. Our training focused on creating content people could use to care for the people they love and actively manage comments and community. The Black Dog post was what their amazing team came up with. To date, this organic-only post (no ad dollars were ever spent) has been viewed more than 100M times. More importantly, the content has had a real impact on the lives of many thousands of people suffering from depression. This really is what good looks like!

-September 23, 2018Project Spotlight, WHO, World Health Organization, Mental health, Creative, Facebook Live

Combatting Zika in Brazil

Combatting Zika in Brazil

Upswell worked with UNICEF and Facebook to help Brazilians protect themselves and their loved ones from Zika. The campaign was the first time Facebook data was ever used to inform a public health campaign. Did we mention the fact that UNICEF has amazing people?! This is one of the most remarkable examples of tapping social media data to improve and protect lives we have ever seen.

In 2015, the Zika virus began to spread widely throughout Latin America. By February 2016, the Brazilian chapter of UNICEF was running fast to build awareness and increase prevention.

With help from Upswell and Facebook, UNICEF used insights from aggregated, anonymized Facebook data to learn about the audience most actively spreading information about Zika. They used this information to create content for the audience.

-April 25, 2017Project Spotlight, case study, unicef, brazil, social listening, zika, facebook