Targeted Video Messaging About Emergency Contraception

Targeted Video Messaging About Emergency Contraception Via a Social Media Platform

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.

Inclusion Criteria:

• Women
• 18 to 29 years old
• Living or seeking care in or around Boston, MA
• Able to participate in an in-person visit at Planned Parenthood League of Massachusetts (PPLM) Boston Health Center
• English fluency
• Have at least one social media account (i.e. Facebook, Instagram, Twitter, Pinterest, YouTube, Snapchat)
• Endorse using social media at least once a week

Exclusion Criteria:

• PPLM staff
• Currently or ever employed in the reproductive health field
• Currently using long-acting reversible contraception (LARC)
• History of permanent sterilization (by participant or sexual partner)
• Previous participation in the study