Recruiting fathers for parenting research using online advertising campaigns: Evidence from an Australian study

Abstract

BACKGROUND: Fathers are underrepresented in parenting and child health research. Given there is a strong link between fathers' parenting behaviour and children's well-being, there is a need to find ways to engage fathers more consistently. The current short report provides information and learnings about recruiting fathers online using social media. Results are drawn from an Australian study that aimed to recruit roughly equal numbers of mothers and fathers to participate in a survey about employment, parenting, and health, using online advertising. METHODS: First, a series of five Facebook advertising campaigns were run, aimed at "parents" generally (i.e., gender-neutral). A lack of recruit..