Johns Hopkins Bloomberg School of Public Health and Cuebiq to collaborate on data analysis; Mobility intelligence company to measure effectiveness of ‘It’s Up To You’ campaigns in driving audiences exposed to Public Service Announcements (PSAs) to vaccination centers
Cuebiq, a leading mobility intelligence and consumer insights company, today announced it is partnering with the Ad Council and COVID Collaborative to measure the COVID-19 Vaccine Education Initiative ‘It’s Up To You’ campaigns created to educate Americans about the COVID-19 vaccines.
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Cuebiq will measure the effectiveness of the campaigns in driving exposed audiences to vaccination centers. Cuebiq will calculate visit lift, the change in percentage of visitation to vaccine centers between those exposed to PSAs versus an unexposed control group, and incrementality, which represents incremental visits to frequently visited locations (such as pharmacies) above and beyond normal behavior.
“We are very proud to be part of such a vital campaign to increase education and awareness of the COVID-19 vaccines,” said Antonio Tomarchio, Founder and CEO at Cuebiq. “We believe that mobility data has the power to transform the way we understand the impact of pandemic mitigation measures and look forward to embarking on this effort with the Ad Council and all involved in the initiative.”
In research collaboration with researchers at the Johns Hopkins University Bloomberg School of Public Health, Cuebiq will also perform advanced analytics to identify which messages and content delivery approaches, across various media channels and publishers, are most effective at overcoming vaccine hesitancy, in order to optimize PSA performance and vaccine uptake. Funding for this project has been provided by Bloomberg Philanthropies.
Alain Labrique, PhD, a professor in the Department of International Health at the Bloomberg School and a lead investigator of the data analysis said, “It’s incredibly exciting to offer our expertise to this effort with the opportunity to address the most important public health priority we face today. We’re fighting two battles—one against COVID-19, the other against misinformation and vaccine hesitancy—we need every advantage to overcome the pandemic.”
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“This campaign effort takes on one of the most critical issues of our day: increasing confidence in the COVID-19 vaccines. Working with Cuebiq will provide added insights to help us track the effectiveness of our work and how the ‘It’s Up To You’ education campaign translates into action,” said Anne Deo, SVP of Analytics at the Ad Council.
Cuebiq’s partnership with the Ad Council and COVID Collaborative and its research collaboration with the Bloomberg School is part of the Cuebiq Data For Good Program, Cuebiq’s initiative to drive innovation and enhance the quality of life across the globe by providing access to its anonymous, privacy-compliant location-based data for academic research and humanitarian initiatives related to human mobility.
“This represents an extraordinary collaboration between academic and commercial parties, combining public health practices and mobility intelligence technology to support a PSA campaign aimed at driving vaccine adoption at an unprecedented scale,” stated Joseph A. Boystak, strategic advisor to Cuebiq and Member of the Health Advisory Board at the Johns Hopkins Bloomberg School of Public Health.