Digital Media for Cancer Control: Randomized Controlled Trial and Dose Response Effects

用于癌症控制的数字媒体：随机对照试验和剂量反应效应

• 批准号: 10452693
• 负责人: W. DOUGLAS EVANS
• 金额: $ 52.7万
• 依托单位: GEORGE WASHINGTON UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2020
• 资助国家: 美国
• 起止时间: 2020-09-17 至 2025-05-31
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10452693
• 关键词: Address; Adult; Advertising; Age; Attitude; Awareness; Behavior; Belief; Benchmarking; Cancer Control; Cause of Death; Centers for Disease Control and Prevention (U.S.); Cigar; Code; Collaborations; Communication; Communication Research; Consumption; Data; Devices; Dose; Electronic cigarette; Elements; Evaluation; Exposure to; Future; GRP gene; Geography; Health; Health Campaign; Health Care Costs; Health behavior change; High School Student; Individual; Industry; Internet; JUUL; Knowledge; Mass Media; Measurement; Measures; Media Campaign; Methods; Nicotine; Outcome; Participant; Patient Self-Report; Pilot Projects; Predictive Value; Prevalence; Prevention; Prevention program; Public Health; Publishing; Radio; Randomized; Randomized Controlled Trials; Reporting; Research; Risk Behaviors; Sampling; Science; Smoker; Smoking; Testing; Theoretical model; Time; Tobacco; Tobacco Industry; Tobacco use; Universities; Washington; Work; Youth; aged; base; behavior change; behavior influence; behavioral outcome; cigarette smoking; combustible cigarette; combustible tobacco; cost; cost estimate; digital; digital health; digital imaging; digital media; electronic cigarette use; electronic cigarette user; experimental study; impression; member; novel; prevent; preventive intervention; prospective; public education; randomized trial; recruit; response; social; social media; substance use prevention; tobacco advertising; tobacco control; tobacco prevention; young adult

Project Description Tobacco remains the single leading preventable cause of death in the US and annual tobacco-related health care costs are estimated at $170 billion. In 2016, 20% of high school students (3.05 million youth) reported recent use of tobacco products and estimated 5.6 million youth under the age of 18 will die early due to smoking-related illness demonstrating a need for prevention interventions. According to the CDC, some 13.1% of adults aged 18-24 were smokers, and over 5 million of these young adults will die early due to smoking-related illness. Moreover, the significant declines in youth cigarette smoking may be eclipsed by other tobacco products and use of JUUL, a highly-effective nicotine delivery product. Given their widespread use, there is a need to leverage digital media to influence health outcomes and public education campaigns are increasingly using them. Recent studies show that social media can be effective in countering tobacco industry product promotion online and as a tobacco control campaign platform. However, there is little published data on exposure to and evaluations of large-scale, online tobacco control campaigns. The proposed R01 project addresses this gap and builds on over 16 years of collaboration among the research team in evaluating the national Truth campaign. This application is significant for several reasons. First, tobacco use prevention and other health behavior change campaigns are increasingly delivered through digital channels, yet few studies have focused on rigorous measurement of digital message exposure and response. Exposure measures are a critical component since analyses either compare those exposed to the unexposed, or examine a dose-response curve among varying levels of campaign exposure. This research will use pixel tracking (HTML codes embedded in digital ads) to measure campaign dose-response effects. While the predictive value of self-report and exogenous mass media measures of exposure (e.g., GRPs) has been well studied, there is little evidence on the effects of digital exposure. Finally, little is known about the independent effects of varying levels of digital message exposure to promote anti-tobacco attitudes, beliefs, or behaviors among youth and young adults. In aim 1, we will conduct a 6-month controlled, online, randomized study to compare the effects of varying levels of digital media exposure, measured by pixel tracking, on campaign-targeted tobacco-related knowledge, attitudes, beliefs and behavioral outcomes. In aim 2, we will conduct a field-based randomized trial to evaluate a truth digital campaign to confirm the relationship between digital media exposure, message awareness, and tobacco-related outcomes over 36 months. The result of these studies will be benchmark methods and measures of digital ad exposure that have wide application to future digital health campaigns.

项目描述 烟草仍然是美国和年度与烟草有关的单一主要可预防死亡原因 医疗保健费用估计为1700亿美元。 2016年，有20％的高中生（305万 青年报道了最近使用烟草产品，估计有560万年龄在18岁以下 由于吸烟相关的疾病，会提早死亡，这表明需要进行预防干预措施。 据疾病预防控制中心（CDC）称，大约13.1％的18-24岁成年人是吸烟者，其中超过500万 由于吸烟相关的疾病，年轻人会尽早死亡。而且，青年人的重大下降 吸烟可能会被其他烟草产品黯然失色，并使用Juul，这是一种高效的 尼古丁输送产品。鉴于它们广泛使用，有必要利用数字媒体来 影响健康成果和公共教育运动越来越多地使用它们。最近的 研究表明，社交媒体可以有效地对抗烟草行业产品推广 在线和作为烟草控制运动平台。但是，几乎没有关于 接触大规模的在线烟草控制活动和评估。拟议的R01 项目解决了这一差距，并建立在研究团队中的16年以上 评估国家真相运动。由于几个原因，此应用程序很重要。第一的， 烟草使用预防和其他健康行为改变运动越来越多地发表 通过数字渠道，很少有研究重点是严格测量数字消息 暴露和反应。暴露措施是关键组成部分，因为分析要么比较 那些暴露于未暴露的人，或检查不同级别的运动水平之间的剂量反应曲线 接触。这项研究将使用像素跟踪（嵌入数字广告中的HTML代码）来测量 广告系列剂量反应效应。而自我报告和外源媒体的预测价值 对暴露措施（例如GRP）进行了充分研究，几乎没有证据表明 数字曝光。最后，关于不同级别的数字级别的独立影响知之甚少 信息暴露以促进青年和年轻人之间的反猎物态度，信念或行为 成年人。在AIM 1中，我们将进行6个月控制的在线随机研究，以比较 通过像素跟踪衡量的不同水平的数字媒体暴露水平的影响，对广告系列的目标 与烟草有关的知识，态度，信念和行为结果。在AIM 2中，我们将进行 基于现场的随机试验评估真相数字运动，以确认 数字媒体曝光，消息意识和与烟草有关的结果在36个月内。结果 这些研究将是具有广泛的数字广告暴露的基准方法和测量 适用于未来的数字健康运动。