Using Facebook to reach adolescents for human papillomavirus (HPV) vaccination

Vaccine
Salini MohantyCaroline Johnson

Abstract

Despite numerous public health campaigns to promote the human papillomavirus (HPV) vaccine, uptake among adolescents in the US has remained below the Healthy People 80% goal for 3-dose completion. The Philadelphia Department of Public Health (PDPH) used an innovative social media strategy to raise awareness and increase rates of HPV immunization initiation and series completion among adolescents. Between June 2012 and July 2013, PDPH launched a Facebook campaign to target Philadelphia adolescents (13-18 years) with specific messages about HPV immunization benefits and announce opportunities for vaccination. Six distinct advertising campaigns ran for two-week intervals. Facebook metrics and vaccine clinic data were used to track success. Reminder-recall letters were also sent to adolescents as part of the campaign. On average, each advertising campaign reached 155,110 adolescents and engaged 2106 adolescents. The advertising campaigns that focused on HPV disease risk and local resources were the most successful in engaging adolescents. During advertising campaigns, there were sizeable increases in both reach and engagement compared to non-campaign periods. Overall, 3400 adolescents became fans of the campaign and 176 doses of HP...Continue Reading

Citations

Dec 21, 2018·Human Vaccines & Immunotherapeutics·Corey H Basch, Sarah A MacLean
May 18, 2019·American Society of Clinical Oncology Educational Book·Deanna Teoh
Jun 4, 2019·Human Vaccines & Immunotherapeutics·Ashley B StephensMelissa S Stockwell
Jan 10, 2020·Human Vaccines & Immunotherapeutics·Cássia Rita Pereira da VeigaClaudimar Pereira da Veiga
Mar 24, 2020·Nature Reviews. Gastroenterology & Hepatology·Austin L Chiang
Jul 23, 2020·Human Vaccines & Immunotherapeutics·Neha PuriKeith Gunaratne
Feb 13, 2021·NPJ Digital Medicine·Masha KrupenkinDavid Rothschild
Feb 9, 2021·Vaccine·Katherine E SpanosWilliam A Calo
May 29, 2021·Journal of Cancer Education : the Official Journal of the American Association for Cancer Education·Sumit K ShahMayumi Nakagawa
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Jul 9, 2021·Journal of Cancer Education : the Official Journal of the American Association for Cancer Education·Shauna AyresDeanna Kepka
Dec 2, 2021·Translational Behavioral Medicine·Lan LiPatty Kostkova

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