Adolescent Depression: Video Ads on Instagram

Reducing Depression-related Stigma and Increasing Help-seeking Intentions: a Randomized Trial of Video Ads on Instagram

The purposes of this study are to test among adolescent viewers the utility of different types of selfie short video-based messaging to:

1. Reduce stigma and self-stigma related to depression, and
2. Increase treatment-seeking intentions.

Intervention videos will each be self-recorded videos (of ~90-second duration) featuring the same underage professional (ages 16) acting as simulated participant. The investigators will post three brief videos ('video Ads') to achieve similar exposure among Instagram users, 14-18-year-old. The videos are: (a) depression video; (b) depression video adjusted to race experiences, and (c) control videos. All videos will feature by the same Black adolescent girl.

The investigators intend to assign ~10,000 individuals aged 14-18 in a randomized way, in equal proportions, and stratified by sex and race, to view one of the three videos.

Outcomes will include:

1. Primary outcome: engagement (a composite of likes, shares, comments, and views)
2. Secondary outcome: clicks on a designated link at the end of the video ad.

Inclusion Criteria:

• English-speaking
• Living in the US
• Ages 14 - 18

Exclusion Criteria:

• None