ArticlePatient education and counseling2020
Evaluating values-based message frames for type 2 diabetes prevention among Facebook audiences: Divergent values or common ground?
Article in Patient education and counseling, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 3 papers, 1 of them a synthesis that pooled it.
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Who cites it
3 citing papers in PubMed, 1 synthesis or guideline pooled it.
- A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review.Journal of medical Internet research · 2023Pooled it
- Population-Level Dissemination of a Smoking Cessation Smartphone App: Quasi-Experimental Comparison of Values-Based Messages in Social Media Advertisements.JMIR mHealth and uHealth · 2025Article
- Type 2 Diabetes as a Socioecological Disease: Can Youth Poets of Color Become Messengers of Truth and Catalysts for Change?Health promotion practice · 2022Article
Corrections and comments
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Authors and funding
4 authors.
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Abstract
objectiveTo effectively confront the type 2 diabetes (T2D) epidemic, policymakers and the public need to problematize T2D less as a medical and more as a social problem. An award-winning T2D prevention campaign was harnessed to determine the most successful ways of framing ads on Facebook. HYPOTHESIS: We will observe variation in the effectiveness of ad message-frames within audience-segments.
methodsSix parallel quasi-experiments (participants N = 203,156) were conducted with 6 disparate audience-segments defined through the Facebook ads-manager tool. Across all audiences, we exposed Facebook users to values-based ad-frames (10-15-word appeals), assigning 7 of 11 possible frames to participants within each audience in a quasi-experimental fashion (using Facebook users' birth-month). Engagement was measured by rates of ad video-views, unique-link-clicks and donations to the campaign.
resultsContrary to our hypothesis, we observed remarkable consistency across target audiences. Ad-frames that ranked highly with most audience-segments included Entertainment and Emotional Appeal; Defiance Against Authority Appeal; Second-Hand Smoke/Environmental Appeal; and to a lesser extent, Common-Enemy/War-Metaphor Appeal. Conclusion and Practice-Implications: Across disparate segments of society, there appears to be a set of common values that public health communication initiatives can tap into to catalyze a more inclusive movement to confront the T2D epidemic through policy, systems and environmental approaches.
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