Using Targeted Facebook Ads to Link Youth to Take Action In Their Health

Background: National surveillance data released by the CDC indicated that Philadelphia is in the top 10 among large cities for STDs.  Additionally, Philadelphia has an HIV incidence rate 5 times the national average.  In 2010, nearly 20,000 cases of chlamydia were reported.  Recent data indicates that teens with a positive STD test are at greater risk for having a subsequent HIV infection.  The 2009 YRBSS indicated that 37% of sexually active Philadelphia high school students surveyed did not use a condom during their last sexual intercourse encounter.

Program background: In response to the rising rates of STDs in the city, the Philadelphia Department of Public Health, STD Control Program launched a sexual health website for teens, www.TakeControlPhilly.org. The website serves as an educational tool and a place for youth to mail-order and/or locate free condoms. Simultaneously, a Facebook page, www.facebook.com/TakeControlPHL, was launched to connect with youth and lead them to www.TakeControlPhilly.org.  Facebook advertisements were used to increase the fan base of the page and drive traffic to the online condom mail-order form.  The objective was to find a successful and cost-effective way to advertise the condom distribution program, reach youth, and persuade them to take action in their health.

Evaluation Methods and Results: Two identical Facebook advertising campaigns were run during September 2011 and December 2011.  Each campaign had advertisements targeted towards 13-19 year olds in Philadelphia, ran for two weeks, and cost $3000.  The ads promoted the Facebook page and mail-order condoms. The ad linked to a Welcome landing page, which then linked directly to the “Mail Me Condoms” website.  Facebook “likes” on the TakeControlPhilly Facebook page increased from 192 likes to 2,783 likes (1,449% increase) during the two-week September ad campaign, and increased another 2,500 likes (86% increase) during the two-week December ad campaign.  Website traffic increased by more than 3 times on daily average and condom mail-orders increased by more than 4 times on daily average. The percentage of 13-24 year olds in our fan base increased from 27% to 96%.  

Conclusions:  Facebook ads were successful in linking Philadelphia youth to the Facebook page and subsequently to mail-order condoms.  There were many advantages to Facebook advertisements, especially when comparing them to traditional advertising.  Facebook allows one to target the ads to a specific demographic. All of the results were measurable through Facebook insights and Google analytics.  Immediate results of the success of the ads were given in real time, allowing us to determine which ads should be run and which ads should be deleted.  The increase in a fan base created a captured audience to communicate with on a daily basis through the Facebook page.

Implications for research and/or practice:  Facebook ads are a successful and cost-effective way to reach youth and persuade them to take action. This model may be replicable in other jurisdictions or transferrable to other health actions such as vaccination, screening, or treatment.  Currently, we are exploring using Facebook advertisements to promote women carrying condoms and HPV vaccinations.