Sackler Faculty of Medicine, Tel Aviv University, Tel Aviv, Israel; Maccabi Institute for Research & Innovation, Maccabi Healthcare Services, Tel Aviv, Israel.
MSD Ltd., Hod Hasharon, Israel.
Gynecol Oncol. 2021 Jan;160(1):106-111. doi: 10.1016/j.ygyno.2020.10.037. Epub 2020 Nov 6.
The popularity of social networks provide an incredible opportunity to enhance the impact of preventive medicine programs. We aimed to assess whether a targeted Facebook campaign among mothers may increase the uptake of human Papilloma virus (HPV) immunization among their 8th-grade daughters.
This field study was conducted among the members of a state-mandated health organization in Israel. Included were all 21,592 members who were mothers to 14 year-old daughters in the 2018-19 school-year. A total of 17,271 (80%) were randomly allocated to the campaign arm and the rest (n=4,321) were selected as a reference group. The Facebook ads addressed issues and concerns regarding HPV-related diseases and HPV vaccine. Main outcome measures were Facebook metrics on exposure to campaign and HPV immunization among eighth grade daughters of the study participants.
Between 8/2018-10/2018, Facebook ads were shown 1.8-million times (a reach of 88%). The uptake of HPV vaccine among daughters of women allocated to the campaign arm (55.3%) was similar (p = 0.749) to 55.0% in the control group. The only significant differences between study groups were observed when stratifying by SES level. In the lowest SES quartile, Facebook campaign significantly (p = .02) reduced vaccine uptake (35% vs. 39.0%), with a relative risk of 0.90 (95%CI: 0.82-0.98), while in the second SES quartile, Facebook campaign increased vaccine uptake from 52.6% to 55.8%, with a RR of 1.06 (95%CI,1.00-1.12). Among mothers in higher SES levels, daughters of exposed and unexposed mothers had similar immunization rates.
Facebook campaign may increase the uptake of HPV vaccine among daughters to mothers of medium-to-low SES level, but it may reduce vaccination among lower SES groups.
社交网络的普及为增强预防医学计划的影响力提供了绝佳机会。我们旨在评估针对母亲的定向 Facebook 宣传活动是否可以提高其 8 年级女儿接种人乳头瘤病毒（HPV）疫苗的意愿。
这是在以色列的一个州立卫生组织成员中进行的实地研究。纳入标准为 2018-19 学年 14 岁女儿的母亲，共有 21592 名成员。其中 17271 人（80%）被随机分配到宣传组，其余 4321 人（n=4321）作为对照组。Facebook 广告涉及 HPV 相关疾病和 HPV 疫苗的问题和关注点。主要结局指标是研究参与者的 8 年级女儿的 Facebook 宣传活动曝光率和 HPV 免疫接种率。
在 2018 年 8 月至 2018 年 10 月期间，Facebook 广告展示了 180 万次（覆盖 88%）。宣传组女儿的 HPV 疫苗接种率（55.3%）与对照组（55.0%）相似（p=0.749）。研究组之间仅在社会经济地位水平分层时观察到显著差异。在最低 SES 四分位数中，Facebook 宣传活动显著（p=0.02）降低了疫苗接种率（35%比 39.0%），相对风险为 0.90（95%CI：0.82-0.98），而在第二 SES 四分位数中，Facebook 宣传活动将疫苗接种率从 52.6%提高到 55.8%，相对风险为 1.06（95%CI，1.00-1.12）。在较高 SES 水平的母亲中，暴露和未暴露母亲的女儿的免疫接种率相似。
Facebook 宣传活动可能会增加中低收入 SES 水平母亲的女儿接种 HPV 疫苗的意愿，但可能会降低较低 SES 群体的疫苗接种率。
