In 2021, 20 CARE Country Offices ran 45 pro-vaccine campaigns on Facebook and Instagram. Through Meta’s brand lift study tool, we know that 8.6 million people likely experienced a positive change in knowledge, attitude and/or behavior towards the vaccines and/or preventative measures to protect against COVID. While there are many lessons still to learn, this post shares what we learned about what
Read MoreCARE wanted to see if we could improve knowledge about and attitudes towards the idea of cooperative savings groups among our target participant groups in Atlanta, Houston, and LA. We wondered if boosted posts could increase interest from women in these markets to learn more and engage with Community Trusts to enjoy the same benefits seen outside the U.S.
Read MoreCARE created social ads featuring personal stories from a series of women who had been impacted by COVID-19 and were initially vaccine hesitant. The series ran in November, ahead of Thanksgiving and other holiday travel when we knew our target audience would be planning to gather with their families.
Read MoreCARE ran two social and behavioral change communications campaigns on social media, one featuring distinguished U.S. Veterans as trusted messengers and a second featuring content that dispelled common myths about the vaccines. We wanted to discover which approach would drive a higher increase in belief that the COVID vaccines were safe and that getting vaccinated was important.
Read MoreCARE is there delivering lifesaving aid and defending the lives of families in crisis.
In July, CARE USA ran a series of Facebook ads featuring faith leaders. After the success of this campaign, CARE conducted two more experiments: a re-run of the ads in the same states with a more specific targeted audience, and an expansion of the campaign in 12 additional states.
Read MoreThrough a groundbreaking partnership with Facebook, CARE Country Offices have begun to understand what kinds of messaging works best to increase COVID prevention behaviors and vaccine acceptance.
Read MoreCARE’s second Facebook ad series was designed to promote COVID-19 vaccine acceptance featuring faith leaders, healthcare professionals, and celebrities tested against general messages about the vaccine’s safety and effectiveness.
Read More