Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines

The work behind these 800+ interventions is truly amazing. Upswell directly supported many of the 174 organizations running these experiments. Our team, also supported the fantastic team inside Meta with the setup and analysis of many of the brand lift studies that were used to assess the initial impact of each campaign.

This paper examines the cost-effectiveness of social media advertising in influencing attitudes and beliefs about COVID-19 vaccines and increasing vaccination rates. A meta-analysis of over 800 experiments conducted by 174 public health organizations was performed, pooling data to obtain more precise estimates of the overall average effect. The estimated average cost per additional influenced person was $3.41, and the cost per additional vaccination was $5.68.

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