Measuring the Impact of Digital Media on Behavior: A Case Study

By Carol Schechter & Amelia BurkeAED

Health2.0 STAT MeetUpFebruary 10, 2011

Achieving behavior change and measuring that change can be a challenge

for health programs

Digital media is helping to change the landscape…

CDC Influenza Vaccination Campaign

• Goal: Increase awareness of the vaccine and intention to vaccinated this year (2010-2011).

• Target Audience: General audience with specific focus on Hispanics, African Americans, Native Americans, pregnant women and 18-25 year olds.

• Campaign Strategy: Reach audiences where they are most active online and where they are naturally consuming related content and also sharing it with others.

• Time In-Market: 2 months.

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Pre-Roll

Expandable Unit

The creative. Ads were served in a number of different sizes and styles including video units and expandable units. The ads included key messaging, call outs for priority audiences, the campaign video and links to the campaign website, Facebook page, Twitter handle and YouTube channel.

The Plan. Ads were served across 80+ different social

environments, i.e. blogs, social networks and commenting and

rating sites, to reach target audience.

Evaluation Results. In a control-exposed survey, (control=1,920; exposed=1,106), results showed that amongst people who could not remember the last time they got vaccinated or had never been vaccinated, there was a 24% increase in intention to get the vaccine (at 95% significance).

Thank you!

Amelia Burkeaburke@aed.org @socialibriumm

Carol Schechtercschechter@aed.org

@carol_schechter