ASPO Abstracts

Informing Women About the Risks of Exposing Babies to Tobacco Smoke: Outreach and Education Efforts Using Facebook “Boost Posts”

Authors: Miller CA, Kim SJ, Bloom PN, Schwartz-Bloom RD, and Fuemmeler BF

Category: Behavioral Science & Health Communication
Conference Year: 2019

Abstract Body:
Purpose of the StudyPregnant women’s exposure to environmental tobacco smoke may cause changes in the DNA of their children, potentially leading to an increased risk for the development of ADHD. To communicate this information to the public, we created two types of posts on Facebook(i.e., a graphic/text-based post and a one-minute video) to educate on how this chain of risk canhappen through generations via epigenetic events. We promoted the messages through “Boost Posts” paid advertisements on Facebook. The purpose of this study was to evaluate the feasibilityand reach/engagement levels of these messages that were targeted to women ages 18-45 years with interests in pregnancy, prenatal care, or childbirth.MethodsThree pairs of two states stratified by adult smoking rates (high, moderate, and low) wereselected for this communication outreach effort. States within each stratified group wererandomized to receive the graphic/text- or video-based post. We controlled the amount of the advertisement budgets ($200) to be consistent across states for the two-week promotion period.ResultsWe reached approximately 60,000 people in three states (Georgia, Louisiana, and NewJersey) for the image/text-based post group. A total number of engagement (i.e., total likes,comments, and shares) with the graphic/text-based posts in these states ranged from 500 to 800. Thepromotion cost was $7 per 1,000 people reached. In states that saw the video post (North Carolina, Kentucky, and Massachusetts), we reached a total of 16,000 people. There was no engagement with the video post and the associated promotion cost was $40 per 1,000 reached.ConclusionsOur findings support the feasibility of Facebook to expeditiously reach a large pool of atargeted audience at low cost. Results suggest that graphic/text-based posts may be a preferredchannel (i.e., higher engagement at a lower cost), to disseminate health messages, compared to avideo posts when using the “Boost Post” feature on Facebook for health education.

Keywords: environmentaltobacco smoke, ADHD, and Facebook