The Doctors for Coronavirus Prevention Project Thanksgiving / Christmas Messaging Campaign
试验速览
- 阶段
- 不适用
- 状态
- 已完成
- 入组人数
- 820
- 试验地点
- 2
- 主要终点
- Inverse Hyperbolic Sine of COVID-19 Cases
研究概览
简要总结
Facebook ads with physician-delivered videos were shown before the Thanksgiving and Christmas holidays and focused on staying safe during the COVID pandemic by limiting travel and mask-wearing.
详细描述
The investigators used Facebook ads to show a 20 second video clip recorded by Massachusetts General Hospital, Harvard and Lynn Community health center doctors (6 people in all) to approximately 20,000,000 Facebook users. The ads will be shown before the Thanksgiving and Christmas holiday and will focus on staying safe - limiting travel and mask-wearing. The investigators will randomize exposure to the ad campaign at the ZIP code or county level to ask:
Do the videos change mobility and Thanksgiving and Christmas holiday travel? Do they reduce the spread of COVID-19?
Are there spillover impacts from the video messages? For example, if individuals decide to stay home, then do the geographical regions that tend to be visited by people from treated areas experience any effects, either through information spillovers or through a reduction in travel?
研究设计
- 研究类型
- Interventional
- 分配方式
- Randomized
- 干预模型
- Sequential
- 主要目的
- Prevention
- 盲法
- None
入排标准
- 年龄范围
- 18 Years 至 —（Adult, Older Adult）
- 性别
- All
- 接受健康志愿者
- 是
入选标准
- •Individuals viewing the ads must be Facebook users, 18 years and older. Facebook will decide specifically which users receive the messages within a target geographical area (zip or county).
排除标准
- 未提供
研究组 & 干预措施
High-Intensity Treatment Arm
Treatment: Individuals received approximately 3 Facebook ads over a 2-week period. Each ad contained a short video recorded by a physician using a script that discusses staying safe during the holidays by considering not traveling and using a mask when appropriate.
Randomization to treatment: The 13 states which centrally report COVID-19 cases at the ZCTA level contained 829 counties. At Thanksgiving, 9 counties were excluded due to data limitations. At Christmas, 62 counties were excluded due to data limitations and potential negative impacts in rural, conservative areas resulting from polarization in the wake of the 2020 presidential election. Approximately half of the counties were randomized to high-intensity treatment with the remaining randomized to low-intensity treatment. In high-intensity counties, 3/4 of ZCTAs were treated (i.e., Facebook users in those ZCTAs received ads) and 1/4 were not. In low-intensity counties, 1/4 of ZCTAs were treated and 3/4 were not.
干预措施: Facebook Ads on the importance of staying safe during the Thanksgiving / Christmas holiday (Behavioral)
Low-Intensity Control Arm
Control: Individuals did not receive ads containing short physician-recorded videos.
Randomization to treatment: The 13 states which centrally report COVID-19 cases at the ZCTA level contained 829 counties. At Thanksgiving, 9 counties were excluded due to data limitations. At Christmas, 62 counties were excluded due to data limitations and potential negative impacts in rural, conservative areas resulting from polarization in the wake of the 2020 presidential election. Approximately half of the counties were randomized to high-intensity treatment with the remaining randomized to low-intensity treatment. In high-intensity counties, 3/4 of ZCTAs were treated (i.e., Facebook users in those ZCTAs received ads) and 1/4 were not. In low-intensity counties, 1/4 of ZCTAs were treated and 3/4 were not.
结局指标
主要结局
Inverse Hyperbolic Sine of COVID-19 Cases
时间窗: December 1-14 (Thanksgiving arms) and January 1-14 (Christmas arms)
Inverse hyperbolic sine of COVID-19 cases during a 14 day period starting 5 days after each holiday
Facebook Movement Metric
时间窗: November 26, 2020 (Thanksgiving); December 24-25, 2020 (Christmas); February 2-29, 2020 (Baseline benchmark)
The change in movement metric is the percent change in distance covered in a day compared to the same day of the week in the benchmark period of February 2-29, 2020, by people who started the day in a particular location. We define holiday travel as travel during the three days preceding each holiday, since the available data does not allow us to compute the impact of the intervention on the return travel (after the holiday). The reason is that the mobility data describes the behavior throughout the day, for people who were in each county that morning. Since the campaign was targeted based on home location, we can only capture its impact on travel away from home, not back home.
Percentage Leaving Home on Day of Holiday
时间窗: November 26, 2020 (Thanksgiving); December 24-25, 2020 (Christmas)
The Facebook stay put metric is the percentage of people who stay within a small geographical area (a "tile" of 600m\*600m in which they started the day). We use it to compute the share of people leaving home on the day of the holiday (i.e. this variable = 1 - stay put on the day of the holiday).
次要结局
- Average Number of Tiles People Occupy (Mobility Measure)(up to one month)
- Percentage of Eligible Participants Only Observed in a Single Level-16 Bing Tile (no Change in Movement)(up to one month)
- Knowledge of COVID-19 Prevention Message (Recall of ad, Intent to Travel, Mask Wearing and Beliefs About Travel)(up to one month)
研究者
Esther Duflo
Abdul Latif Jameel Professor of Poverty Alleviation and Development Economics, MIT; Co-Director, Abdul Latif Jameel Poverty Action Lab
National Bureau of Economic Research, Inc.