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# Wastewater-triggered social media ads did not raise season-level vaccine uptake
- URL: https://www.coios.me/wastewater-triggered-social-media-ads-did-not-raise-season/
- Published: 2026-09-23T13:02:02.000Z
- Updated: 2026-09-23T21:35:28.000Z
- Description: A county-randomised trial in 40 New York State counties found an 11-week social media campaign triggered by community wastewater surveillance raised weekly COVID-19 vaccine doses and lowered weekly influenza doses during the campaign, with neither difference holding over the full season.
- Author: Daniel Ryan
- Tags: Behavioural science, What changes behaviour at scale, Infectious disease and pandemics, United States, #preprint, #new, #item, #source-2026-09

Forty New York State counties were randomised to receive, or not receive, an 11-week autumn 2024 social media campaign whose alerts were driven by community-level wastewater surveillance of respiratory viruses. The campaign generated 16.6 million impressions and 77,000 click-throughs; during it, intervention counties administered 76.7 more COVID-19 doses and 140.9 fewer influenza doses per 100,000 residents per week than control counties, but across the whole season neither difference persisted.

*Why it is interesting: A rare randomised test of localised, data-triggered information as a lever on vaccination, and at season level it moved nothing.*

Source

[medRxiv, 21 September 2026](https://doi.org/10.64898/2026.09.14.26362268?ref=coios.me)

DOI

10.64898/2026.09.14.26362268

Type

Preprint

Design

County-randomised controlled trial, 40 New York State counties (20 intervention, 20 control), 11-week campaign, autumn 2024

Verdict

New finding

Driver

[What changes behaviour at scale](https://www.coios.me/d-behaviour-change/)

Driver

[Infectious disease and pandemics](https://www.coios.me/d-infectious-disease/)