COVID-19 Messaging for Vaccination

Not Recruiting

Trial ID: NCT05182554

Purpose

This study will distribute videos of health professionals encouraging Covid-19 vaccination to a large sample of Facebook users, and will test the most effective ways to maximize diffusion of this vaccine-related content to increase vaccination rates. The study sample will be U.S. states where vaccination rates remained low in fall 2021. The experimental design is an RCT with 4 groups, randomized at the county level: 1) a control group which receives no intervention, 2) a treatment group in which Facebook users receive ads which include videos of health professionals telling them to get vaccinated, 3) a treatment group in which Facebook users receive ads which include videos of health professionals encouraging them to help their friends to get vaccinated, and 4) a treatment group in which Facebook users receive ads which include videos of health professionals encouraging them to get their most influential friends to help their friends get vaccinated. In treatments 3 and 4, participants will have the option to sign up to be a "vaccine ambassador," in which case they will get notifications when the study team posts new vaccine-related content, and will receive reminders about encouraging their friends to be vaccinated. The vaccine ambassadors will also be entered into a lottery to win prizes. The study team is building a website to host the videos of health professionals which answer common questions about Covid-19 vaccination. The investigators will measure engagement with the vaccine-related content as well as assess effects on vaccination rates at the county level.

Official Title

Increasing the Effectiveness and Diffusion of COVID-19 Messaging for Vaccination

Stanford Investigator(s)

Richard Hoppe
Richard Hoppe

Henry S. Kaplan-Harry Lebeson Professor of Cancer Biology

Eran Bendavid
Eran Bendavid

Professor of Medicine (Primary Care and Population Health), of Health Policy, Senior Fellow at the Woods Institute for the Environment and, by courtesy, at the Freeman Spogli Institute for International Studies

Golara Honari, MD
Golara Honari, MD

Clinical Associate Professor, Dermatology

Eligibility

Inclusion Criteria:

* Facebook user
* Over 18 years old
* In a geographic area targeted by the study

Exclusion Criteria:

-

Intervention(s):

behavioral: Doctor Videos

behavioral: Sharing Videos

behavioral: Sharing Videos (Influencers)

behavioral: Vaccine Ambassador

behavioral: Video framing

behavioral: Video order

Not Recruiting

Contact Information

Stanford University
School of Medicine
300 Pasteur Drive
Stanford, CA 94305