Social media advertising could be a cost-effective of way of encouraging older people in deprived communities to get vaccinated, new research shows.
Research from the International Longevity Centre-UK (ILC) found that targeting older users directly on social media can be a more effective way of encouraging them to get vaccinated compared to using younger relatives to convince them.
ILC conducted a large-scale target social media campaign to test whether or not older people were less likely to use social media and how they would engage with a vaccination campaign. ILC’s campaign aimed to find out whether social media could be used to engage older people via their younger relatives using a large-scale targeted social media advertising campaign. ILCs campaign reached over a million people and generated over 5 million impressions.