paper — 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

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.

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).