Bettering attitudes about masks sporting by way of Fb advert campaigns

Wearing masks is an important part of the COVID-19 response, but wearing masks will vary based on geography and demographics. We know from literature that social norms and attitudes towards wearing masks are among the factors that determine whether people actually wear masks. To meet this urgent need, we recently evaluated two campaigns that use social norms and attitudes to improve behavior when wearing masks. These campaigns were carried out on our advertising platform and measured with Brand Lift.

The first campaign used interest-based targeting of posts by public figures with the hashtag #wearamask. Within two days of seeing the ad, we polled them, “If you think of most of the people whose opinions you value, how much they would approve of you wearing a mask to help spread the word of COVID-19? ”Of those in the control group, 69.4 percent chose” A lot “or” Quite a lot “and 77.4 percent of those in the test group chose these desired options (other answers were” Somewhat “,” A little “and” Not at all “). Thus, this campaign resulted in an eight point increase with a 99 percent confidence in the percentage of those who report intra-group approval for wearing personal masks. That’s over 2 million out of the 26 million people reached during the campaign.

The second was the “You’ll See Me” advertising campaign developed by the Ad Council in collaboration with the CDC and the CDC Foundation. It was designed for black Americans given the disproportionate impact COVID-19 had on the black community. We then asked the following in a survey: “How often have you worn a mask in public in the past two days to slow the spread of the coronavirus (COVID-19)?” 79.4 percent who were exposed to the campaign, answered with “often” or “always” compared to 75.5 percent in the control group (other answers were “sometimes”, “rarely” and “never”). Thus, this campaign resulted in an increase of more than three points with a 99 percent confidence in those who wear masks frequently in public. That’s over 200,000 out of six million people reached during the campaign.

The results show that interventions like these can have a significant impact and we are now working with public health partners to scale similar projects as part of our COVID-19 response. For more information about what Facebook is doing to keep people safe and to be informed about the coronavirus, check out the latest updates in the newsroom.

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