Reaching Youth Who Have Questions about Their Sexual Behaviors Through a Social Media Marketing Campaign

In this study, we describe the creation of a social media campaign strategy to engage young people with questions about their sexual thoughts, behaviors, or interests in US-based helpline services. The campaign consisted of eight youth-focused advertisements to promote awareness of the WhatsOK.org site and helpline services. Advertisements were posted to Instagram, Snapchat, and TikTok. We examined the success of the campaign in reaching and engaging young people (as measured by impressions, reach, and engagement) as well as the advertisement cost to accomplish each across as a 26-month study period (October 2021 to December 2023).