Schwartz Robert, Borland Tracey, Shahid Maaz, Kuzmich Karen, Chaiton Michael
Dalla Lana School of Public Health, University of Toronto, Toronto, Ontario, Canada.
Institute of Mental Health Policy Research, Centre for Addiction and Mental Health, Toronto, Ontario, Canada.
PLoS One. 2025 Jan 30;20(1):e0318160. doi: 10.1371/journal.pone.0318160. eCollection 2025.
A long-term engagement (LTE) intervention was embedded in a social marketing campaign aimed at motivating quit attempts among Canadian adult commercial tobacco users 35 to 64 years of age. The purpose of this study was to examine the effectiveness and appeal of LTE within a marketing campaign.
3,199 Canadians who smoked cigarettes aged 35-64 recruited using Facebook and Instagram advertisements were randomized into Intervention and Control groups. Over the course of two years, Intervention Group participants received monthly emails connecting them to campaign news and activities, Mini Surveys to inform campaign refinement, feedback opportunities via focus groups and interviews, financial incentives, and proactive knowledge exchange presenting study findings. Both groups responded to a baseline and follow-up surveys every six months.
LTE Intervention Group participants engaged frequently with emails (unique opens, open rates, click rates, and total clicks). Compared with Control Group members, they had significantly higher rates of: unaided and aided campaign awareness; engagement with the social marketing campaign (website visits, social media visits, likes/shares); actions towards making quit attempts; quit attempts. Many participants expressed feelings of motivation, support, and a sense of belonging.
When embedded in a social marketing campaign, meaningful long-term engagement of adults who smoke cigarettes shows promise as an intervention to promote quitting behaviors.
Active long-term engagement can significantly amplify the effects of social marketing campaigns aimed at promoting quit smoking behaviours among adults. The active engagement approach applied indicates that frequent long-term engagement is more effective when done in a more holistic, empathetic manner. The intervention also allows for real-time learning to support campaign development.
ISRCTN94797633.
一项长期参与（LTE）干预措施被纳入一项社会营销活动中，该活动旨在激励35至64岁的加拿大成年商业烟草使用者尝试戒烟。本研究的目的是检验LTE在营销活动中的有效性和吸引力。
通过脸书和照片墙广告招募的3199名年龄在35 - 64岁之间的加拿大吸烟者被随机分为干预组和对照组。在两年的时间里，干预组参与者每月收到电子邮件，将他们与活动新闻和活动联系起来，进行小型调查以改进活动，通过焦点小组和访谈提供反馈机会，提供经济激励，并积极进行知识交流以展示研究结果。两组每六个月回复一次基线调查和随访调查。
LTE干预组参与者频繁参与电子邮件互动（独立打开次数、打开率、点击率和总点击量）。与对照组成员相比，他们在以下方面的比率显著更高：自发和受助的活动知晓率；参与社会营销活动（网站访问、社交媒体访问、点赞/分享）；尝试戒烟的行动；实际戒烟尝试。许多参与者表达了动力、支持和归属感。
当融入社会营销活动时，对成年吸烟者进行有意义的长期参与显示出作为促进戒烟行为干预措施的前景。
积极的长期参与可以显著增强旨在促进成年人戒烟行为的社会营销活动的效果。所采用的积极参与方法表明，以更全面、更具同理心的方式进行频繁的长期参与更有效。该干预措施还允许进行实时学习以支持活动开展。
ISRCTN94797633
