Using Targeted Facebook Ads to Increase Condom Use in Adolescents

Background:  Philadelphia is in the top 10 among large cities for Sexually Transmitted Diseases (STDs). Adolescents are disproportionately affected. In response, the Philadelphia Department of Public Health, STD Control Program launched a sexual health website for teens, 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 TakeControlPhilly.org. 

Objectives: To increase the number of mail-order condoms ordered by Philadelphia youth (ages 13-19), through a Facebook Ad campaign.   To promote the TakeControlPhilly.org website. 

Methods: A $3000, two-week Facebook ad campaign was launched promoting the Facebook page and mail-order condoms. The ads targeted 13-19 year olds living in Philadelphia. The ad read “Philadelphia Freedom Condoms can be mailed directly to your home. ‘Like us’ and get yours!” The ad linked to a Welcome landing page, which then linked directly to the “Mail Me Condoms” website.   

Results: In two weeks, the ad reached 213,056 individuals in the target population. Facebook “likes” on the TakeControlPhilly Facebook page increased from 192 likes to 2,783 likes (1,449% increase) during this same time period.  Website traffic increased from a daily average of 56 to 156 visits. The daily-average condom mail orders increased from 8 orders to 39 orders per day.  The 13-17 age group increased from 5.7% to 60% of the Facebook fan base. 

Conclusions:  Facebook ads were successful in linking Philadelphia youth to the Facebook page and subsequently to mail-order condoms.  

Implications for Programs, Policy, and Research: Facebook ads are a successful and cost-effective way to reach youth and persuade them to take action.