Using a Media Campaign to Increase Engagement With a Mobile-Based Youth Smoking Cessation Program.

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  • Additional Information
    • Source:
      Publisher: SAGE Publishing Country of Publication: United States NLM ID: 8701680 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 2168-6602 (Electronic) Linking ISSN: 08901171 NLM ISO Abbreviation: Am J Health Promot
    • Publication Information:
      Publication: 2016- : Thousand Oaks, California: SAGE Publishing
      Original Publication: [Royal Oak, MI] : M.P. O'Donnell, c1986-
    • Subject Terms:
      Cost-Benefit Analysis/*statistics & numerical data ; Health Promotion/*economics ; Health Promotion/*methods ; Internet/*economics ; Mass Media/*economics ; Smoking Cessation/*economics ; Smoking Cessation/*methods ; Social Media/*economics; Adolescent ; Female ; Humans ; Male ; United States
    • Abstract:
      Purpose: To describe the impact of the National Cancer Institute's promotion of its youth smoking cessation program, Smokefree Teen (SFT).
      Design: We provide a description of campaign strategies and outcomes as a means to engage a teen audience in cessation resources using a cost-effective approach.
      Setting: The campaign occurred nationally, using traditional (TV and radio), online, and social media outreach.
      Participants: Ads targeted adolescent smokers (aged 14-17). The baseline population was 42 586 and increased to 464 357 during the campaign.
      Measures: Metrics used to assess outcomes include (1) visits to SFT website from traditional and online ads, (2) cost to get an online ad clicked (cost-per-click), and (3) SmokefreeTXT program enrollments during the 8-week campaign period.
      Analysis: We conducted a quantitative performance review of all tactics.
      Results: The SFT campaign achieved an online ad click-through rate of 0.33%, exceeding industry averages of 0.15%. Overall, web traffic to teen.smokefree.gov increased by 980%, and the online cost-per-click for ads, including social media actions, was approximately $1 as compared with $107 for traditional ads. Additionally, the campaign increased the SmokefreeTXT program teen sign-ups by 1334%.
      Conclusion: The campaign increased engagement with evidence-informed cessation resources for teen smokers. Results show the potential of using multiple, online channels to help increase engagement with core resources.
    • Contributed Indexing:
      Keywords: adolescents; antismoking; campaign; cessation; health promotion; mass media; smoking; youth
    • Publication Date:
      Date Created: 20170920 Date Completed: 20190528 Latest Revision: 20190528
    • Publication Date:
      20240829
    • Accession Number:
      10.1177/0890117117728608
    • Accession Number:
      28925292