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A novel service promotion campaign using the social media site Facebook
  1. Daniel Bradshaw1,2,
  2. Amelia Hughes1,3,
  3. Sara Day1
  1. 1HIV/GUM, Chelsea and Westminster Hospital, London, UK
  2. 2Kirby Institute for Infection and Immunity in Society, University of New South Wales, Sydney, New South Wales, Australia
  3. 3Sexual Health Department, Guys and St Thomas' NHS Foundation Trust, UK
  1. Correspondence to Dr Daniel Bradshaw, Kirby Institute for Infection and Immunity in Society, CFI Building, Corner Boundary and West Streets, Darlinghurst NSW 2010 Australia dan.bradshaw{at}

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Facebook is now the leading online social media site in the world with over 30 million active users in the UK; 50% of these log on daily. The site enables promotion to be targeted to specified demographic groups and is cost-effective because advertisers only pay for users who actually click through to their website. We financed a Facebook advertising campaign promoting our HIV testing and sexual health services to men having sex with men (MSM), an often hard to reach and marginalised group.


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  • Contributors SD was responsible for devising and implementing the project. AH and DB were responsible for analysing and presenting the results for the manuscript.

  • Competing interests None.

  • Provenance and peer review Not commissioned; internally peer reviewed.