Amy Sanders1, Cendrine Robinson2, Shani C Taylor1, Samantha D Post3, Jeffrey Goldfarb4, Rui Shi5, Yvonne M Hunt2, Erik M Augustson2. 1. 1 Digital Strategy Group, ICF International, Fairfax, VA, USA. 2. 2 Tobacco Control Research Branch, The National Cancer Institute, Rockville, MD, USA. 3. 4 MMG, Government Services, Rockville, MD, USA. 4. 5 Cooperative Marketing, AARP Services Inc, Washington, DC, USA. 5. 3 Tobacco Center of Regulatory Science, University of Maryland School of Public Health, College Park, MD, USA.
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.
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.
Entities:
Keywords:
adolescents; antismoking; campaign; cessation; health promotion; mass media; smoking; youth
Authors: Harita S Shah; Suzanne Dolwick Grieb; Alejandra Flores-Miller; Katherine H Phillips; Kathleen R Page; Ana Cervantes; Cui Yang Journal: JMIR Form Res Date: 2022-05-12
Authors: Mark Gilbert; Travis Salway; Devon Haag; Michael Kwag; Joshua Edward; Mark Bondyra; Joseph Cox; Trevor A Hart; Daniel Grace; Troy Grennan; Gina Ogilvie; Jean Shoveller Journal: J Med Internet Res Date: 2019-01-21 Impact factor: 5.428