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.