Previously submitted to: Journal of Medical Internet Research (no longer under consideration since Dec 16, 2021)
Date Submitted: Aug 3, 2021
Warning: This is an author submission that is not peer-reviewed or edited. Preprints - unless they show as "accepted" - should not be relied on to guide clinical practice or health-related behavior and should not be reported in news media as established information.
#DebunkingDesire: Sexual Science, Social Media, and Strategy in the Pursuit of Knowledge Dissemination
ABSTRACT
Background:
Approximately 1 in 3 women experience low sexual desire. Despite this being a common concern, many women never seek professional help for their difficulties and will instead turn to online resources for information.
Objective:
We sought to address this need for digitally-accessible, evidence-based information on low sexual desire by creating a social media Knowledge Translation (KT) campaign aimed at women called #DebunkingDesire.
Methods:
Our team led a 10 month social media campaign where our primary outcomes for the campaign were impressions, reach, and engagement.
Results:
We generated over 300,000 social media impressions; appeared on 11 different podcasts that were listened to/downloaded 154,700 times; hosted and participated in eight online events; and attracted website users from 110 different countries.
Conclusions:
Over the course of the campaign we learned many lessons on what worked for advertising our content and the importance of creating community for this population. Based on our campaign results, we recommend that others pursuing KT campaigns use social media, collaborate with a Patient Partner, and consider social media ads and podcasts to meet reach goals.
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