Facebook Meningitis Awareness Campaign was a huge success!

Situation

American Academy of Pediatrics, Alaska Chapter seeks to increase awareness for Meningitis among pre-teens, teens and their parents in Alaska and increase the number of vaccinations for the disease. It seeks to leverage the power of social networks like Facebook to reach these teens and families.

Goals

• Increase vaccinations
• Increase awareness of meningitis

Online Marketing Goals

  • Use social media to amplify messages
  • Drive user engagement around the topic
  • Increase click-thrus to partner sites

Target Audiences

  • Pre-teens and teens aged 11 – 18 in Alaska
  • Parents of these teens

Summary

For the last month of the campaign, based on previous 3 months of data, we choose to focus just on Parents.Parents of pre-teens, teens and young adults (ages 11 – 20)

A series of Facebook ads were created using imagery to reflect the audience. The goal for each ad was to increase clicks to informative websites to help educate each audience about the disease and raise awareness of the vaccine protocol.

Results for May/June 2016

A total of 5 ads were created with new imagery reflecting more Alaskan looking families and activities, directing the audience to click over to the CDC Meningitis web page. These ads resulted in

  • REACH: these ads reached 24,352 in our target audience
  • FREQUENCY: these ads were shown on average 5.91 times to each adult
  • IMPRESSIONS (reach x frequency): total impressions for this audience was 143,980
  • CLICKS: 4,432 total clicks to the CDC Meningitis website
  • LIKES: 6 total likes spread over 4 different ads
  • SHARES: 5 total shares of the 4 ad posts
  • COST: total ad cost (4 ads) for May/June, $1250

Analysis

This last campaign was directly on par with the previous 2 months with slightly higher impressions, frequency and click-thrus. We had significantly less engagement. Facebook placed this ad in different locations such as within Facebook apps and other 3rd party placement – which helped with overall impressions but didn’t generate as much engagement.

Conclusion

Throughout the course of this Facebook Campaign to raise awareness of meningitis in Alaska and to spur action in the form of more vaccines, we had a total return of

  • 133,287 people see the ads and read the message
  • 21,141 people click through to the websites to get more information on
    meningitis.
  • Total cost of $11,000

Submitted by: Ruth Rosewarne Kimerer, Thrively Digital Internet Strategist

Top 10 Resolutions from the ALF, March 2016

  1. Medicaid Parity for the Children of Puerto Rico and all US Territories
  2. AAP Policy Statement on Personal Belief ( Non medical) exemptions for immunizations
  3. Supporting Pediatricians who discharge families who refuse to immunize
  4. AAP support of Planned Parenthood’s and other providers mission to provide critical sexual health care services to adolescents
  5. Protecting the rights of children born to unauthorized immigrants in the US
  6. Protecting the well-being of all undocumented immigrant children detained by the US officials.
  7. Mandatory child resistant packaging for all marijuana (including edibles) sold in the states which have legalized recreational or medical marijuana
  8. AAP participation and advocacy for firearm arm safety research
  9. Creation of a Center for Physician and other Health Care provider resiliency
  10. Reducing the High Cost of epinephrine auto-injectors

Marijuana Legalization & Regulations

Alaska passed a ballot measure legalizing marijuana for recreational use in November 2014. ln February 2016, the state finalized its marijuana regulations. Among the notable provisions within the regulation to protect children:

  • Marijuana dispensaries may not be opened not be within 500 feet of a school, recreational facility, or a building where religious services are held.
  •  Sales of marijuana products to minors younger than 21 are prohibited. Minors cannot enter stores where marijuana is sold.
  • Marijuana must be sold in opaque, child-resistant packaging, which has been designed so that a 5-year-old cannot open the package.
  • Marijuana must be sold in packages that specifies the THC content of the marijuana and includes a wqrning label about the health risks of marijuana.
  • Marijuana pacliaging and advertisements cannot depict those younger than 21 consuming marijuana or use characters to appeal to those younger than 21.
  • Marijuana advertisements may not be placed within 1000 feet of a school, child care facility, playground, recreational facility, college campus, library, or bus shelters.
  • All marijuana packaging and advertising must include the warning “For use only by adults twenty-one and older. Keep out of the reach of children.”
  • Marijuana edibles cannot contain more than 5 mg of THC and packaging cannot contain any images that appeal to children younger than 21.