advertising — Project Spotlights

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

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.

-January 6, 2023meta, paper, research, advertising, facebook, covid-19

A Social Media Based Public Health Campaign Encouraging COVID-19 Vaccination Across the US

A Social Media Based Public Health Campaign Encouraging COVID-19 Vaccination Across the US

Upswell provided technical support to this three-part public health campaign between April and June 2021. It reached 25 million individuals, an average of 6.8 times each.

The campaign was designed to test the use of Facebook for running campaigns to increase COVID-19 vaccination rates and address disparities among racial minorities. The team used a combination of video and still-image advertisements that were designed with their target audience in mind. The campaigns aimed to combat misinformation by disseminating high-quality health information on social media platforms.

-March 4, 2022Stanford, covid-19, facebook, advertising, US

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

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

Upswell supported all aspects of this project, from helping manage the creative team to ad-management. Our team also worked closely with Virtual Labs to implement M&E for the project. Don’t get us started on Virtual Lab, they are fantastic!

The campaign and research study measured the effectiveness of a social media campaign against malaria. Full-scale advertising campaigns were run on Facebook, and outcomes were measured using survey responses from incentivized respondents. Results showed increased use of mosquito nets in certain subgroups and increased preventative behavior for individuals who were shown ads. The study concluded that ad campaigns can change behavior, but advanced targeting may be needed to reach subgroups of interest.

-August 7, 2021case study, advertising, facebook, Malaria, india, Malaria No More

Public Health Awareness Campaign: COVID Safe Behaviors in India

Public Health Awareness Campaign: COVID Safe Behaviors in India

Upswell supported all aspect of this campaign from the initial strategy development through implementation. As a UW alum, Drew gets a huge smile when he talks about the team that made this project a reality.

Background: In March 2021 the second wave of COVID-19 affected India, and in a few months there were over 30 million documented cases, with a large number of cases remaining undocumented. We rolled out ‘India bane Maskpur,’ a 9-week campaign in India to promote mask wearing, leveraging the social media platforms of India-based nonprofit organizations like Sheroes, Breakthrough India and Arthan Foundation.

-February 15, 2021Restart, University of Washington, Breakthrough, Arthan, India, covid-19, facebook, advertising

Social Media Messaging and Message Testing Campaign

Social Media Messaging and Message Testing Campaign

Upswell provided training, coaching and ongoing support to Restart Partners and their team rom the Communication Leadership Graduate Program at the University of Washington. Did we mention how much Drew loved working with this team?

Restart Partners launched their social media messaging campaign to encourage mask use and other healthy behaviors during the COVID-19 pandemic.

-December 13, 2020covid-19, US, Restart, University of Washington, facebook, advertising

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

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