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

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ID: 48380
2018
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Abstract
To describe the impact of the National Cancer Institute's promotion of its youth smoking cessation program, Smokefree Teen (SFT).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.The campaign occurred nationally, using traditional (TV and radio), online, and social media outreach.Ads targeted adolescent smokers (aged 14-17). The baseline population was 42 586 and increased to 464 357 during the campaign.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.We conducted a quantitative performance review of all tactics.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%.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.
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Authors Sanders, Amy;Robinson, Cendrine;Taylor, Shani C;Post, Samantha D;Goldfarb, Jeffrey;Shi, Rui;Hunt, Yvonne M;Augustson, Erik M;
Journal american journal of health promotion : ajhp
Year 2018
DOI
10.1177/0890117117728608
URL
Keywords
health promotion youth smoking adolescents mass media cessation antismoking campaign

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