TY - JOUR
T1 - Using a Media Campaign to Increase Engagement With a Mobile-Based Youth Smoking Cessation Program
AU - Sanders, Amy
AU - Robinson, Cendrine
AU - Taylor, Shani C.
AU - Post, Samantha D.
AU - Goldfarb, Jeffrey
AU - Shi, Rui
AU - Hunt, Yvonne M.
AU - Augustson, Erik M.
N1 - Publisher Copyright:
© 2017, © The Author(s) 2017.
PY - 2018/6/1
Y1 - 2018/6/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85047932904&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85047932904&partnerID=8YFLogxK
U2 - 10.1177/0890117117728608
DO - 10.1177/0890117117728608
M3 - Article
C2 - 28925292
AN - SCOPUS:85047932904
SN - 0890-1171
VL - 32
SP - 1273
EP - 1279
JO - American Journal of Health Promotion
JF - American Journal of Health Promotion
IS - 5
ER -