A Facebook campaign targeting adolescents with specific messages about human papillomavirus (HPV) immunization benefits and vaccination opportunities was well-received, far-reaching, and generated awareness and conversations among adolescents. However, it did not appear to be a sufficient driver for HPV uptake even when common barriers to HPV immunization were minimized. This according to a recent investigation of the campaign, which was launched between June 2012 and July 2013 by the Philadelphia Department of Public Health (PDPH), targeting adolescents aged 13-18 years. Reminder-recall letters were also sent to adolescents as part of the campaign. Investigators found:

• On average, each advertising campaign reached 155,110 adolescents and engaged 2,106 adolescents.
• The advertising campaigns that focused on HPV disease risk and local resources were the most successful in engaging adolescents.
• During advertising campaigns, there were sizeable increases in both reach and engagement compared to non-campaign periods.
• Overall, 3,400 adolescents became fans of the campaign and 176 doses of HPV vaccine were administered to 152 adolescents.
• Only 2 adolescents were vaccinated as a result of the Facebook campaign while the rest were prompted by reminder-recall letters or through community events.