Reaching Concerned Partners of Heavy Drinking Service Members and Veterans Through Facebook

Published in: Military Behavioral Health, [Epub April 2017]. doi:10.1080/21635781.2017.1316804

Posted on RAND.org on May 30, 2017

by Eric R. Pedersen, Karen Chan Osilla, Eric D. Helmuth, Kristie Gore, Anagha Alka Tolpadi

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Military populations are hard to reach for alcohol interventions. The authors used a Facebook ad campaign to successfully recruit military spouses who were concerned about their service member or veteran partner's drinking behaviors. In 90 days, the authors recruited 306 participants for a cost of $42.82 per participant. Ads featuring a monetary incentive were most popular, and 89% of participants learned about the study on their cell phones. In addition to enrolling those reporting concern over their partner's drinking, the authors were able to recruit a population in need, as less than half of participants with depression, anxiety, or hazardous alcohol use received services for themselves in the past year.

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