LGBT young adults’ awareness of and receptivity to the <i>This Free Life</i> tobacco public education campaign

Guillory, Jamie; Crankshaw, Eric; Farrelly, Matthew C.; Alam, Ishrat; Fiacco, Leah; Curry, Laurel; Hoffman, Leah; Ganz, Ollie; Delahanty, Janine

doi:10.1136/tobaccocontrol-2019-055239

Cited by 29 publications

(23 citation statements)

References 34 publications

(42 reference statements)

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“…Preliminary evaluation findings showed that two years into the 3-year campaign, This Free Life had reached more than half of LGBT young adults surveyed in campaign-targeted treatment markets, with significantly higher campaign awareness in treatment markets than in control markets that had minimal campaign exposure. 16 Perceived effectiveness (ie, ad receptivity) 17 , 18 of campaign ads ranged from neutral to positive, suggesting that ads were generally well-received by the audience. 16 Additionally, the more a respondent identified with the LGBT community, the more receptive they were to campaign advertisements.…”

Section: Introductionmentioning

confidence: 99%

“… 16 Perceived effectiveness (ie, ad receptivity) 17 , 18 of campaign ads ranged from neutral to positive, suggesting that ads were generally well-received by the audience. 16 Additionally, the more a respondent identified with the LGBT community, the more receptive they were to campaign advertisements. 19 To the extent that self-reported awareness is correlated with objective measures of exposure to digital advertising, 20 the campaign awareness and receptivity levels achieved by This Free Life are suggestive of early campaign implementation success.…”

Section: Introductionmentioning

confidence: 99%

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Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Crankshaw

Gaber

Guillory³

et al. 2021

Nicotine &Amp; Tobacco Research

Self Cite

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Introduction This Free Life was the first multi-market, primarily digital campaign designed to change tobacco-related beliefs among lesbian, gay, bisexual, and transgender (LGBT) young adults. Our evaluation sought to determine whether campaign exposure resulted in changes in tobacco-related beliefs. We summarize awareness and receptivity at the conclusion of the campaign and assess the effect of campaign exposure on tobacco-related beliefs in campaign treatment markets compared with control markets. Methods Twenty-four U.S. designated market areas were selected to receive the campaign or serve as control markets. A baseline survey was conducted in 2016, with six follow-up surveys conducted approximately 6 months apart over the course of the 3-year campaign. 12,324 LGBT young adult survey participants were recruited via intercept interviews and social media. Campaign effects on outcomes were estimated using difference-in-difference panel regression models, with p-values corrected for multiple comparisons. Results Brand and ad awareness peaked in treatment markets approximately 2.5 years into the 3-year campaign and were significantly higher in treatment than control markets. Brand equity and ad receptivity were generally high and similar across LGBT subgroups. There were small but significant campaign effects on five tobacco-related beliefs, with difference-in-difference estimates ranging from 1.9–5.6 percentage points. Conclusions This Free Life, the first multi-market tobacco public education campaign for LGBT young adults, reached and resonated with a large and diverse population, and had a small effect on beliefs involving social aspects of smoking. These findings should inform future communication efforts aimed at reducing tobacco use among LGBT young adults. Implications Modest overall campaign effects suggest that further research on effective campaign messaging and delivery to LGBT young adults is needed. Campaign messaging style, delivery channels, and targeted outcomes likely contributed to these findings. Health communication efforts for LGBT young adults should consider the limitations of digital media in achieving sufficient exposure. Ad style and content optimized for a digital environment is an area that will benefit from further development.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Crankshaw

Gaber

Guillory³

et al. 2021

Nicotine &Amp; Tobacco Research

Self Cite

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“…Running effective public health education campaigns requires organizations to tailor messages and provide outreach that resonates with their target audience. For example, the US Food and Drug Administration (FDA) Center for Tobacco Products has developed separate public education campaigns on the health consequences of tobacco products for at-risk teens [1]; lesbian, gay, bisexual, and transgender young adults [2]; multicultural youth [3]; rural male teens [4]; and adult smokers [5]. With increased media consumption and interpersonal interactions occurring online, social media platforms have become important in both engaging target audiences in public education campaigns and in understanding behaviors and perceptions around emerging public health issues across these target audiences.…”

Section: Introductionmentioning

confidence: 99%

Predicting Age Groups of Reddit Users Based on Posting Behavior and Metadata: Classification Model Development and Validation (Preprint)

Chew¹,

Kery²,

Baum³

et al. 2020

Preprint

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BACKGROUND Social media are important for monitoring perceptions of public health issues and for educating target audiences about health; however, limited information about the demographics of social media users makes it challenging to identify conversations among target audiences and limits how well social media can be used for public health surveillance and education outreach efforts. Certain social media platforms provide demographic information on followers of a user account, if given, but they are not always disclosed, and researchers have developed machine learning algorithms to predict social media users’ demographic characteristics, mainly for Twitter. To date, there has been limited research on predicting the demographic characteristics of Reddit users. OBJECTIVE We aimed to develop a machine learning algorithm that predicts the age segment of Reddit users, as either adolescents or adults, based on publicly available data. METHODS This study was conducted between January and September 2020 using publicly available Reddit posts as input data. We manually labeled Reddit users’ age by identifying and reviewing public posts in which Reddit users self-reported their age. We then collected sample posts, comments, and metadata for the labeled user accounts and created variables to capture linguistic patterns, posting behavior, and account details that would distinguish the adolescent age group (aged 13 to 20 years) from the adult age group (aged 21 to 54 years). We split the data into training (n=1660) and test sets (n=415) and performed 5-fold cross validation on the training set to select hyperparameters and perform feature selection. We ran multiple classification algorithms and tested the performance of the models (precision, recall, F1 score) in predicting the age segments of the users in the labeled data. To evaluate associations between each feature and the outcome, we calculated means and confidence intervals and compared the two age groups, with 2-sample t tests, for each transformed model feature. RESULTS The gradient boosted trees classifier performed the best, with an F1 score of 0.78. The test set precision and recall scores were 0.79 and 0.89, respectively, for the adolescent group (n=254) and 0.78 and 0.63, respectively, for the adult group (n=161). The most important feature in the model was the number of sentences per comment (permutation score: mean 0.100, SD 0.004). Members of the adolescent age group tended to have created accounts more recently, have higher proportions of submissions and comments in the r/teenagers subreddit, and post more in subreddits with higher subscriber counts than those in the adult group. CONCLUSIONS We created a Reddit age prediction algorithm with competitive accuracy using publicly available data, suggesting machine learning methods can help public health agencies identify age-related target audiences on Reddit. Our results also suggest that there are characteristics of Reddit users’ posting behavior, linguistic patterns, and account features that distinguish adolescents from adults.

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“…Despite the significance and urgency of reducing tobacco use among LGB people, there have been few LGB-targeted anti-tobacco campaigns in the U.S. [ 10 ]. In addition, few studies have attempted to understand tobacco use interventions among LGB people [ 11 ].…”

Section: Introductionmentioning

confidence: 99%

LGB Tobacco Control: Do Health Belief Model Constructs Predict Tobacco Use Intentions Differently between LGB and Heterosexual Individuals?

Yang

Chen

2021

IJERPH

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This research includes two studies testing whether the Health Belief Model (HBM) constructs predict tobacco use intentions differently between heterosexual and lesbian, gay, and bisexual (LGB) people. Focusing on cigarette smoking, Study 1 (n = 1808 U.S. adult current smokers) found that the perceived health threat and perceived benefits of smoking differently predicted intentions to continue smoking between heterosexual and LGB smokers. The perceived health threat of smoking had a weaker negative relationship and perceived benefits of smoking had a stronger positive relationship with smoking intentions among LGB smokers than heterosexual smokers. Focusing on vaping, Study 2 (n = 2801 U.S. adults) found that the perceived health threat and perceived barriers of vaping differentially predicted vaping intentions between heterosexual and LGB individuals. The perceived health threat of vaping only negatively predicted vaping intentions among heterosexual people. Perceived barriers to vaping had a stronger negative relationship with intentions to vape among LGB people than among heterosexual people. Our finding suggests that compared to perceptions of tobacco-related health consequences (perceived heath threat), behavioral perceptions (perceived benefits and barriers) may have stronger impacts on tobacco use intentions among LGB people. Thus, efforts focusing on reducing tobacco-related disparities among the LGB community should address perceived benefits and barriers of tobacco use.

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LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign

Cited by 29 publications

References 34 publications

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Predicting Age Groups of Reddit Users Based on Posting Behavior and Metadata: Classification Model Development and Validation (Preprint)

LGB Tobacco Control: Do Health Belief Model Constructs Predict Tobacco Use Intentions Differently between LGB and Heterosexual Individuals?

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