This research study will assess the real-world effectiveness of Facebook advertising as a strategy to reach women of reproductive age who are at risk of unintended pregnancy with a brief educational intervention about emergency contraception (EC).
This research study will assess the real-world effectiveness of Facebook advertising as a strategy to reach women of reproductive age who are at risk of unintended pregnancy with a brief educational intervention about emergency contraception (EC). The investigators will assess whether a video or website link has superior reach, engagement, and return on investment (measured as cost per click) through a Facebook ad campaign. The investigators will also ensure that both modalities of consumer engagement (website and video) are efficacious at ensuring adequate and improved knowledge of emergency contraception through a laboratory-environment trial.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
OTHER
Masking
NONE
Enrollment
150
Existing website with factual information about emergency contraception
Existing video with factual information about emergency contraception
PPLM
Boston, Massachusetts, United States
Emergency contraception knowledge (binary)
This outcome is a binary outcome that reflects a participant's ability to correctly identify an emergency contraceptive method, when to use it, and how to access it
Time frame: Immediately after intervention
Copper IUD as emergency contraception knowledge
This outcome is a binary outcomes that reflects a participant's ability to correctly identify the copper IUD as emergency contraception, when to use it, and how to access it.
Time frame: Immediately after intervention
Levonorgestrel pill as emergency contraception knowledge
This outcome is a binary outcomes that reflects a participant's ability to correctly identify the levonorgestrel pill as emergency contraception, when to use it, and how to access it.
Time frame: Immediately after intervention
Ulipristal pill as emergency contraception knowledge
This outcome is a binary outcomes that reflects a participant's ability to correctly identify the ulipristal pill as emergency contraception, when to use it, and how to access it.
Time frame: Immediately after intervention
Emergency contraception knowledge (continuous)
This outcome reflects the participant's overall knowledge of emergency contraception after the website or video intervention, as measured by the proportion of questions they get correct on the survey
Time frame: Immediately after intervention
Change in emergency contraception knowledge pre- and post-intervention
This outcome reflects the participant's change in knowledge of emergency contraception before and after the website or video intervention, as measured by the proportion of questions they get correct on the survey.
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Time frame: Immediately before and immediately after intervention
Likelihood of using emergency contraception pre- and post-intervention
This outcome reflects the participant's likelihood of using emergency contraception both before and after the intervention, as measured on a 6 point likert scale (I would definitely use it, Very likely, Somewhat likely, Somewhat unlikely, Very unlikely, I definitely would NOT use it)
Time frame: Immediately before and immediately after intervention