Targeted Video Messaging About Emergency Contraception

This research study will assess the real-world effectiveness of Facebook advertising as a strategy to reach women of reproductive age who are at risk of unintended pregnancy with a brief educational intervention about emergency contraception (EC). The investigators will assess whether a video or website link has superior reach, engagement, and return on investment (measured as cost per click) through a Facebook ad campaign. The investigators will also ensure that both modalities of consumer engagement (website and video) are efficacious at ensuring adequate and improved knowledge of emergency contraception through a laboratory-environment trial.

• Emergency contraception website (Other): Existing website with factual information about emergency contraception
• Emergency contraception video (Other): Existing video with factual information about emergency contraception

Primary outcomes

• Emergency contraception knowledge (binary) [Immediately after intervention]: This outcome is a binary outcome that reflects a participant's ability to correctly identify an emergency contraceptive method, when to use it, and how to access it

Secondary outcomes

• Copper IUD as emergency contraception knowledge [Immediately after intervention]: This outcome is a binary outcomes that reflects a participant's ability to correctly identify the copper IUD as emergency contraception, when to use it, and how to access it.
• Levonorgestrel pill as emergency contraception knowledge [Immediately after intervention]: This outcome is a binary outcomes that reflects a participant's ability to correctly identify the levonorgestrel pill as emergency contraception, when to use it, and how to access it.
• Ulipristal pill as emergency contraception knowledge [Immediately after intervention]: This outcome is a binary outcomes that reflects a participant's ability to correctly identify the ulipristal pill as emergency contraception, when to use it, and how to access it.
• Emergency contraception knowledge (continuous) [Immediately after intervention]: This outcome reflects the participant's overall knowledge of emergency contraception after the website or video intervention, as measured by the proportion of questions they get correct on the survey
• Change in emergency contraception knowledge pre- and post-intervention [Immediately before and immediately after intervention]: This outcome reflects the participant's change in knowledge of emergency contraception before and after the website or video intervention, as measured by the proportion of questions they get correct on the survey.
• Likelihood of using emergency contraception pre- and post-intervention [Immediately before and immediately after intervention]: This outcome reflects the participant's likelihood of using emergency contraception both before and after the intervention, as measured on a 6 point likert scale (I would definitely use it, Very likely, Somewhat likely, Somewhat unlikely, Very unlikely, I definitely would NOT use it)

Sex: Female, ages: 18 Years to 29 Years, accepts healthy volunteers

Inclusion Criteria:

* Women
* 18 to 29 years old
* Living or seeking care in or around Boston, MA
* Able to participate in an in-person visit at Planned Parenthood League of Massachusetts (PPLM) Boston Health Center
* English fluency
* Have at least one social media account (i.e. Facebook, Instagram, Twitter, Pinterest, YouTube, Snapchat)
* Endorse using social media at least once a week

Exclusion Criteria:

* PPLM staff
* Currently or ever employed in the reproductive health field
* Currently using long-acting reversible contraception (LARC)
* History of permanent sterilization (by participant or sexual partner)
* Previous participation in the study

• Principal Investigator, MD, Principal investigator, Planned Parenthood League of Massachusetts