Publication:
Can Facebook Ads Prevent Malaria? Two Field Experiments in India

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dc.contributor.authorDonati, Dante
dc.contributor.authorRao, Nandan
dc.contributor.authorOrozco-Olvera, Victor
dc.contributor.authorMuñoz-Boudet, Ana Maria
dc.date.accessioned2024-11-13T22:14:06Z
dc.date.available2024-11-13T22:14:06Z
dc.date.issued2024-11-13
dc.description.abstractThis study uses a cluster randomized controlled trial to evaluate the impact of a nationwide malaria prevention advertising campaign delivered through social media in India. Ads were randomly assigned at the district level, and the study relies on data from two independently recruited samples (8,257 individuals) and administrative records. Among users residing in solid (concrete) dwellings, where malaria risk is lower, the campaign led to an 11 percent increase in mosquito net usage and a 13 percent increase in timely treatment seeking. Self-reported malaria incidence decreased by 44 percent. Consistently, recorded health facility data indicate a reduction in urban monthly incidence of 6.2 cases per million people, corresponding to 30 percent of the overall monthly incidence rate of malaria. Conversely, the study finds no impact on households living in non-solid dwellings, which face higher malaria risk, nor among rural settlements where such dwellings are more prevalent. To disentangle if this lack of impact stems from ineffective content or insufficient reach, an individual-level trial was conducted (1,542 individuals), ensuring campaign exposure for both household types. The findings indicate an increase in bed net usage and timely treatment seeking for both groups, underscoring the need for improved targeting in social media campaigns to fulfill public health goals.en
dc.identifierhttp://documents.worldbank.org/curated/en/099503111052435137/IDU135b5005d13a43148e91ad3c16d50d6ae54f8
dc.identifier.doi10.1596/1813-9450-10967
dc.identifier.urihttps://hdl.handle.net/10986/42412
dc.languageEnglish
dc.language.isoen_US
dc.publisherWashington, DC: World Bank
dc.relation.ispartofseriesPolicy Research Working Paper; 10967
dc.rightsCC BY 3.0 IGO
dc.rights.holderWorld Bank
dc.rights.urihttps://creativecommons.org/licenses/by/3.0/igo/
dc.subjectGOOD HEALTH AND WELL-BEING
dc.subjectSDG 3
dc.subjectINDUSTRY, INNOVATION AND INFRASTRUCTURE
dc.subjectSDG 9
dc.titleCan Facebook Ads Prevent Malaria? Two Field Experiments in Indiaen
dc.typeWorking Paper
dspace.entity.typePublication
okr.associatedcontenthttps://reproducibility.worldbank.org/index.php/catalog/178 Link to reproducibility package
okr.crossref.titleCan Facebook Ads Prevent Malaria? Two Field Experiments in India
okr.date.disclosure2024-11-13
okr.date.lastmodified2024-11-06T00:00:00Zen
okr.doctypePolicy Research Working Paper
okr.doctypePublications & Research
okr.docurlhttp://documents.worldbank.org/curated/en/099503111052435137/IDU135b5005d13a43148e91ad3c16d50d6ae54f8
okr.guid099503111052435137
okr.identifier.docmidIDU-35b5005d-3a43-48e9-ad3c-6d50d6ae54f8
okr.identifier.doi10.1596/1813-9450-10967
okr.identifier.doihttps://doi.org/10.1596/1813-9450-10967
okr.identifier.externaldocumentum34417807
okr.identifier.internaldocumentum34417807
okr.identifier.reportWPS10967
okr.import.id5769
okr.importedtrueen
okr.language.supporteden
okr.pdfurlhttp://documents.worldbank.org/curated/en/099503111052435137/pdf/IDU135b5005d13a43148e91ad3c16d50d6ae54f8.pdfen
okr.region.administrativeSouth Asia
okr.region.countryIndia
okr.sectorSocial Protection
okr.themeHuman Development and Gender,Gender
okr.topicHealth, Nutrition and Population::Disease Control & Prevention
okr.topicHealth, Nutrition and Population::Malaria
okr.topicHealth, Nutrition and Population::Health Service Management and Delivery
okr.topicHealth, Nutrition and Population::Immunizations
okr.topicInformation and Communication Technologies::Broadcast and Media
okr.unitDIME Gender
okr.unitEco Opp & Fragility (DIME2)
relation.isSeriesOfPublication26e071dc-b0bf-409c-b982-df2970295c87
relation.isSeriesOfPublication.latestForDiscovery26e071dc-b0bf-409c-b982-df2970295c87
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