Supplemental Table.
Cost to scale up the One Vax Two Lives campaign to all US states and territories
| US state or territory | Annual birthsa | Pregnant people on social mediab | Expected outbound clicksc | Total Facebook and Instagram ad costsd |
|---|---|---|---|---|
| Alabama | 57,647 | 46,118 | 1176 | $7608.71 |
| Alaska | 9469 | 7575 | 193 | $1249.79 |
| Arizona | 76,947 | 61,558 | 1570 | $10,156.08 |
| Arkansas | 35,251 | 28,201 | 719 | $ 4652.71 |
| California | 420,259 | 336,207 | 8573 | $55,469.14 |
| Colorado | 61,494 | 49,195 | 1254 | $8116.47 |
| Connecticut | 33,460 | 26,768 | 683 | $4416.32 |
| Delaware | 10,392 | 8314 | 212 | $1371.62 |
| District of Columbia | 8874 | 7099 | 181 | $1171.26 |
| Florida | 209,671 | 167,737 | 4277 | $27,674.06 |
| Georgia | 122,473 | 97,978 | 2498 | $16,164.97 |
| Hawaii | 15,785 | 12,628 | 322 | $2083.43 |
| Idaho | 21,533 | 17,226 | 439 | $2842.10 |
| Illinois | 133,298 | 106,638 | 2719 | $17,593.74 |
| Indiana | 78,616 | 62,893 | 1604 | $10,376.37 |
| Iowa | 36,114 | 28,891 | 737 | $4766.61 |
| Kansas | 34,376 | 27,501 | 701 | $4537.22 |
| Kentucky | 51,668 | 41,334 | 1054 | $6819.56 |
| Louisiana | 57,328 | 45,862 | 1169 | $7566.61 |
| Maine | 11,539 | 9231 | 235 | $1523.01 |
| Maryland | 68,554 | 54,843 | 1399 | $9048.31 |
| Massachusetts | 66,428 | 53,142 | 1355 | $8767.70 |
| Michigan | 104,074 | 83,259 | 2123 | $13,736.52 |
| Minnesota | 63,443 | 50,754 | 1294 | $8373.71 |
| Mississippi | 35,473 | 28,378 | 724 | $4682.01 |
| Missouri | 69,285 | 55,428 | 1413 | $9144.79 |
| Montana | 10,791 | 8633 | 220 | $1424.28 |
| Nebraska | 24,291 | 19,433 | 496 | $3206.12 |
| Nevada | 33,653 | 26,922 | 687 | $4441.79 |
| New Hampshire | 11,791 | 9433 | 241 | $1556.27 |
| New Jersey | 97,954 | 78,363 | 1998 | $12,928.75 |
| New Mexico | 21,903 | 17,522 | 447 | $2890.93 |
| New York | 209,338 | 167,470 | 4270 | $27,630.10 |
| North Carolina | 116,730 | 93,384 | 2381 | $15,406.96 |
| North Dakota | 10,059 | 8047 | 205 | $1327.67 |
| Ohio | 129,191 | 103,353 | 2635 | $17,051.66 |
| Oklahoma | 47,623 | 38,098 | 972 | $6285.66 |
| Oregon | 39,820 | 31,856 | 812 | $5255.76 |
| Pennsylvania | 130,693 | 104,554 | 2666 | $17,249.91 |
| Rhode Island | 10,101 | 8081 | 206 | $1333.21 |
| South Carolina | 55,704 | 44,563 | 1136 | $7352.26 |
| South Dakota | 10,960 | 8768 | 224 | $1446.59 |
| Tennessee | 78,689 | 62,951 | 1605 | $10,386.00 |
| Texas | 368,190 | 294,552 | 7511 | $48,596.66 |
| Utah | 45,702 | 36,562 | 932 | $6032.12 |
| Vermont | 5133 | 4106 | 105 | $677.49 |
| Virginia | 94,749 | 75,799 | 1933 | $12,505.73 |
| Washington | 83,086 | 66,469 | 1695 | $10,966.35 |
| West Virginia | 17,323 | 13,858 | 353 | $2286.43 |
| Wisconsin | 60,594 | 48,475 | 1236 | $7997.68 |
| Wyoming | 6128 | 4902 | 125 | $808.82 |
| Puerto Rico | 18,933 | 15,146 | 386 | $2498.93 |
| Virgin Islands | 876 | 701 | 18 | $115.62 |
| Guam | 2935 | 2348 | 60 | $387.38 |
| Northern Mariana Islands | 628 | 502 | 13 | $82.89 |
| Total | $518,307 |
This table shows our estimates for running a 4-week Facebook and Instagram advertisement campaign for each US state or territory based on data obtained from test advertisements run by One Vax Two Lives.
Marcell. One Vax Two Lives. Am J Obstet Gynecol 2022.
Annual births. The annual births in each state were taken from the US Centers for Disease Control and Prevention data published in the National Center for Health Statistics, accessed on April 22, 2022. There were no data on births in American Samoa, thus this US territory was not included in the estimates
The Pew Research Center estimates that 80% of 18- to 29-year-old adults are on social media. We applied this estimate to the number of annual births in each state to arrive at an estimate of the number of pregnant people on social media in each state
To determine the number of expected outbound clicks, we applied certain assumptions. First, we multiplied the pregnant people on social media by an “inflation factor” (1.5) to account for the additional individuals who would need to be targeted on social media to reach pregnant people in each region because our method for reaching pregnant people was not precise (eg, users targeted with interest in maternity clothes). Secondly, we multiplied this number by an average outbound click-through rate of 1.7%, which was associated with our best-performing advertisements tested in the campaign (pregnant people on social media×1.5×0.017=number of expected outbound clicks)
Total Facebook and Instagram advertisement costs of the campaign for each US state or territory, which does not account for the cost of the student workforce. This estimate assumes a $6.47 average cost per outbound click (number of expected outbound clicks×$6.47=total Facebook and Instagram advertisement costs). This estimated average outbound cost-per-click accounts for only the advertisement costs on Facebook and Instagram and not the cost of the student workforce of the project. Extending the campaign to other social media platforms (ie, TikTok) or Google display advertisements would generate additional costs.