4 posts tagged “paper”.
Upswell supported many of the 174 public health organizations that ran the more than 800 experiments in this paper. It also helped Meta set up and analyze many of the brand lift studies that measured each campaign's initial impact.
Upswell supported every stage of this project, from intervention design through implementation, including running Facebook and Instagram ads and monitoring and evaluation. Upswell also contributed to the final report.
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.
Billions of people around the world now turn to Facebook, Instagram, WhatsApp and other social media platforms for information and for contact with each other. As they do, the public health sector needs effective ways to use social media for social behavior change communication (SBCC). But the sector won't adopt social media for SBCC until it can measure what that work achieves. In this letter, published in Gates Open Research, we share a new approach to measuring and evaluating social media-based SBCC campaigns. We developed it as part of an iron-folic acid health intervention for young women in two states in northern India: Uttar Pradesh and Madhya Pradesh.
