Targeted Facebook Advertising is a Novel and Effective Method of Recruiting Participants into a Human Papillomavirus Vaccine Effectiveness Study

The aim of this study was to determine the feasibility of targeted Facebook advertisements to increase recruitment of unvaccinated women into a human papillomavirus (HPV) vaccine effectiveness study. Between September 2011 and November 2013, Australian females aged 18 to 25 years were recruited through Facebook advertisements relating to general women’s health. From November 2013 to June 2015, targeted advertising campaigns were implemented to specifically recruit women who had not received the HPV vaccine. A greater proportion of unvaccinated women were recruited into the study following targeted advertising, compared with those recruited prior to showing the modified advertisement. Targeted Facebook advertising is therefore a rapid and cost-effective way of recruiting young unvaccinated women into a HPV vaccine effectiveness study.