Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
Addict Behav. 2021 Feb;113:106664. doi: 10.1016/j.addbeh.2020.106664. Epub 2020 Sep 15.
E-cigarettes are now the most common form of tobacco use among adolescents, and use is associated with increased risk of initiation of cigarette smoking. This project used a community-engaged research process to develop and pilot a risk communication campaign to prevent youth vaping.
The research team worked with a 36-member Teen Advisory Council and a 19-member Expert Panel. Together, the team employed survey (N = 674) and focus group (N = 82) methodologies, and hired a marketing company to partner on development of the campaign. Campaign concepts were developed, eliminated, and/or modified through an iterative process of feedback and refinement. The final campaign included video ads (https://bit.ly/2QMR8gH) a microsite (rethinkvape.org), and social media sites (@rethinkvape). The campaign communicated three messages to teens: what's in the vapor, health risks, and connections to big tobacco. Prior to launch of the campaign, a randomized controlled 2 (time) × 2 (group) online experiment was conducted to evaluate the campaign (N = 268).
Repeated measures mixed analyses of variance indicated that vaping knowledge, perceptions of risk, and anti-vape intentions significantly increased among teens viewing the Rethink Vape Materials compared to their own baseline, while control participants did not change. Following evaluation, the team launched a 6-week online media campaign with a teen-targeted geo-fence radius to deliver 3,838,465 impressions, 770,443 completed video views, and 18,316 clicks in mobile app, Snapchat, YouTube, and Spotify platforms. The majority of placements exceeded industry standards, with mobile pre-roll and Snapchat as top performers.
The e-cigarette campaign showed promising signs of effectiveness and scalability.
电子烟现在是青少年最常见的烟草使用形式，使用电子烟会增加开始吸烟的风险。本项目采用社区参与式研究过程，开发并试点了一项预防青少年吸电子烟的风险沟通活动。
研究小组与一个由 36 名青少年顾问委员会成员和 19 名专家组成的小组合作。团队共同使用调查（N=674）和焦点小组（N=82）方法，并聘请一家营销公司合作开发该活动。通过反复反馈和改进的过程，开发、淘汰和/或修改了活动概念。最终的活动包括视频广告（https://bit.ly/2QMR8gH）、一个微型网站（rethinkvape.org）和社交媒体网站（@rethinkvape）。该活动向青少年传达了三条信息：蒸汽中的成分、健康风险以及与大型烟草公司的联系。在活动推出之前，进行了一项随机对照 2（时间）×2（组）在线实验，以评估该活动（N=268）。
重复测量混合方差分析表明，与观看自己基线相比，观看 Rethink Vape 材料的青少年的电子烟知识、风险感知和反电子烟意愿显著增加，而对照组参与者没有变化。评估后，团队发起了一项为期 6 周的在线媒体活动，针对青少年的地理围栏半径为 3838465 次展示、770443 次完整视频观看和 18316 次在移动应用程序、Snapchat、YouTube 和 Spotify 平台上的点击。大多数广告投放都超过了行业标准，移动前贴片和 Snapchat 的表现最好。
电子烟活动显示出有希望的有效性和可扩展性迹象。
