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

Sanders, Amy; Robinson, Cendrine; Taylor, Shani C.; Post, Samantha; Goldfarb, Jeffrey M.; Shi, R. F.; Hunt, Yvonne; Augustson, Erik

doi:10.1177/0890117117728608

Cited by 18 publications

(16 citation statements)

References 18 publications

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“…The majority of campaigns (8/10) using digital videos reported a metric about the reach of the digital video [ 8 , 15 , 19 , 24 - 32 ]. The reach of digital videos was reported using a variety of metrics, including digital TARPs (the equivalent of TARPs for content delivered on a digital platform) [ 33 ], impressions (the number of times the content was delivered) [ 33 ], exposures (opportunities for the content to be seen [ 34 ]), or video views.…”

Section: Resultsmentioning

confidence: 99%

“…The reach of web banner ads was reported as impressions or exposures by 2 campaigns [ 8 , 24 ], and digital impressions by 1 campaign, but it was not clear whether this was for static banner ads and/or digital video ads ( Truth FinishIt ) [ 35 ]. One campaign reported measuring banner ad reach but did not report the result ( Be a Failure ) [ 36 ].…”

Section: Resultsmentioning

confidence: 99%

“…Of all the evaluation measures identified in this review, campaign website visits was the most commonly reported measure (11/17 campaigns) [ 8 , 20 , 24 , 27 , 36 , 37 , 59 - 66 ]. Engagement on social media—broadly encompassing numbers of likes, shares, comments, or followers on any social media platform—was reported for 8 campaigns [ 8 , 25 - 27 , 29 , 30 , 32 , 35 , 52 , 60 ]. Two of these campaigns used aggregated metrics of engagement (social media engagement rate in The Real Cost , and social media conversation in Quit the Denial ) [ 26 , 29 ].…”

Section: Resultsmentioning

confidence: 99%

“…The number of times an ad was clicked or the click-through rate were only reported in 2 of the 11 campaigns that used web static banner ads ( SmokeFree Teen and Tips from Former Smokers ) [ 8 , 24 ].…”

Section: Resultsmentioning

confidence: 99%

“…To generate this evidence, appropriate evaluations of campaigns are needed. With the proliferation of digital media platforms, metrics such as likes, engagements, impressions, and click-through rates have become commonplace in evaluations [ 3 - 8 ]. Despite the prevalence of their use, their meaning in public health is not completely understood, and there are currently no clear guidelines on which, if any, of these metrics are relevant for public health campaign evaluations.…”

Section: Introductionmentioning

confidence: 99%

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Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Chan¹,

O’Hara²,

Phongsavan³

et al. 2020

J Med Internet Res

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Background Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media–related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study. Objective This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated. Methods Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework. Results In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms. Conclusions One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media–related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Chan¹,

O’Hara²,

Phongsavan³

et al. 2020

J Med Internet Res

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“What concerns me or what is most interesting to me”: A qualitative study about what influences adolescent engagement with public health issues

Nguyen,

Raeside,

Kite

et al. 2024

Health Prom J of Aust

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Issues AddressedPromoting public health messages in adolescence may influence future health outcomes. A better understanding of what influences adolescent engagement with public health issues is needed.MethodsAdolescents aged 13–19 years from New South Wales, Australia, were recruited via study advertisements to participate in an online focus group. All provided informed consent and completed a short survey including demographics and selection of leading public health issues of concern. Participants attended a 75–90 min focus group conducted through Zoom teleconference that explored top public health issues of concern to participants, and barriers/enablers to engage with these issues. Qualitative data was thematically analysed using NVivo. A working group reached consensus on final themes.ResultsOut of 18 participants (mean 15.4 [SD: 2.2] years; 50% female), most attended high school (83%), spoke predominantly English at home (89%), and resided in metropolitan areas (94%). The top public health issues of concern selected were mental health (56%) and the environment/climate change (56%). From the thematic analysis, underlying drivers of adolescent engagement with public health issues included: personal connection to these issues, broader societal impact, and exposure to public health issues on digital media. Barriers included feeling unempowered, and a lack of support and opportunities.ConclusionsThis study provides insights on the barriers and enablers of adolescents engaging with public health issues of concern to them.So What?Understanding this may help health professionals and researchers to design more influential public health campaigns and interventions, including through co‐design processes, which may improve future health outcomes.

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Effects of a nicotine warning label and vaping cessation resources on young adults’ perceptions of pro-vaping instagram influencer posts

Vogel,

Unger,

Vassey

et al. 2024

Addictive Behaviors

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

Abstract: 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.

Cited by 18 publications

References 18 publications

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

“What concerns me or what is most interesting to me”: A qualitative study about what influences adolescent engagement with public health issues

Effects of a nicotine warning label and vaping cessation resources on young adults’ perceptions of pro-vaping instagram influencer posts

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