Table 1.

Keywords used for targeted advertising on Facebook.

Parameter	Typical campaign	Altruistic campaign
Geography	Communities within 90 minutes’ drive of clinical site At or just below median income level for the county (2015 census) Engagements from initial ad were reviewed for geography, with advertising concentrated in communities showing higher rates of engagement	University regions within two hours’ drive Affluent communities within two hours’ drive
Income Level	$100,000 or less	$100,000 or above
Keywords	Clinical trial, Reading, WebMD, Widow, Frugality, Fixed income, Single person, Retirement, Social security, or solitaire	Neuroscience, Clinical trial, Alzheimer's disease research, Philanthropy, Mind games, Costco, Altruism, Medical research, Lumosity, or Lifelong learning
Exclusions	National Cancer Survivors Day, Diabetes mellitus type 2 awareness, Hypertension Awareness, Allergy, Prehypertension, Cancer signs and symptoms, Diabetic diet	National Cancer Survivors Day, Diabetes mellitus type 2 awareness, Hypertension Awareness, Allergy, Prehypertension, Cancer signs and symptoms, Diabetic diet