Tobacco-Prevention Messages Online: Social Marketing via the Web

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

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Adolescents’ Neural Response to Tobacco Prevention Messages and Sharing Engagement

American Journal of Preventive Medicine ◽

10.1016/j.amepre.2018.07.044 ◽

2019 ◽

Vol 56 (2) ◽

pp. S40-S48 ◽

Cited By ~ 3

Author(s):

Rui Pei ◽

Ralf Schmälzle ◽

Elissa C. Kranzler ◽

Matthew B. O'Donnell ◽

Emily B. Falk

Keyword(s):

Neural Response ◽

Tobacco Prevention ◽

Prevention Messages

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Condom Social Marketing, Pentecostalism, and Structural Adjustment in Mozambique: A Clash of AIDS Prevention Messages

Medical Anthropology Quarterly ◽

10.1525/maq.2004.18.1.77 ◽

2004 ◽

Vol 18 (1) ◽

pp. 77-103 ◽

Cited By ~ 69

Author(s):

James Pfeiffer

Keyword(s):

Social Marketing ◽

Structural Adjustment ◽

Aids Prevention ◽

Prevention Messages ◽

Condom Social Marketing

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Public Response to a Social Media Tobacco Prevention Campaign: Content Analysis

JMIR Public Health and Surveillance ◽

10.2196/20649 ◽

2020 ◽

Vol 6 (4) ◽

pp. e20649

Author(s):

Anuja Majmundar ◽

NamQuyen Le ◽

Meghan Bridgid Moran ◽

Jennifer B Unger ◽

Katja Reuter

Keyword(s):

Social Media ◽

Health Messages ◽

Tobacco Prevention ◽

Health Campaigns ◽

Chi Square ◽

Public Response ◽

User Comments ◽

Prevention Messages ◽

Prevention Campaign ◽

Negative Tone

Background Prior research suggests that social media–based public health campaigns are often targeted by countercampaigns. Objective Using reactance theory as the theoretical framework, this research characterizes the nature of public response to tobacco prevention messages disseminated via a social media–based campaign. We also examine whether agreement with the prevention messages is associated with comment tone and nature of the contribution to the overall discussion. Methods User comments to tobacco prevention messages, posted between April 19, 2017 and July 12, 2017, were extracted from Twitter, Facebook, and Instagram. Two coders categorized comments in terms of tone, agreement with message, nature of contribution, mentions of government agency and regulation, promotional or spam comments, and format of comment. Chi-square analyses tested associations between agreement with the message and tone of the public response and the nature of contributions to the discussions. Results Of the 1242 comments received (Twitter: n=1004; Facebook: n=176; Instagram: n=62), many comments used a negative tone (42.75%) and disagreed with the health messages (39.77%), while the majority made healthy contributions to the discussions (84.38%). Only 0.56% of messages mentioned government agencies, and only 0.48% of the comments were antiregulation. Comments employing a positive tone (84.13%) or making healthy contributions (69.11%) were more likely to agree with the campaign messages (P=0.01). Comments employing a negative tone (71.25%) or making toxic contributions (36.26%) generally disagreed with the messages (P=0.01). Conclusions The majority of user comments in response to a tobacco prevention campaign made healthy contributions. Our findings encourage the use of social media to promote dialogue about controversial health topics such as smoking. However, toxicity was characteristic of comments that disagreed with the health messages. Managing negative and toxic comments on social media is a crucial issue for social media–based tobacco prevention campaigns to consider.

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Public Response to a Social Media Tobacco Prevention Campaign: Content Analysis (Preprint)

10.2196/preprints.20649 ◽

2020 ◽

Author(s):

Anuja Majmundar ◽

NamQuyen Le ◽

Meghan Bridgid Moran ◽

Jennifer B Unger ◽

Katja Reuter

Keyword(s):

Social Media ◽

Health Messages ◽

Tobacco Prevention ◽

Health Campaigns ◽

Chi Square ◽

Public Response ◽

User Comments ◽

Prevention Messages ◽

Prevention Campaign ◽

Negative Tone

BACKGROUND Prior research suggests that social media–based public health campaigns are often targeted by countercampaigns. OBJECTIVE Using reactance theory as the theoretical framework, this research characterizes the nature of public response to tobacco prevention messages disseminated via a social media–based campaign. We also examine whether agreement with the prevention messages is associated with comment tone and nature of the contribution to the overall discussion. METHODS User comments to tobacco prevention messages, posted between April 19, 2017 and July 12, 2017, were extracted from Twitter, Facebook, and Instagram. Two coders categorized comments in terms of tone, agreement with message, nature of contribution, mentions of government agency and regulation, promotional or spam comments, and format of comment. Chi-square analyses tested associations between agreement with the message and tone of the public response and the nature of contributions to the discussions. RESULTS Of the 1242 comments received (Twitter: n=1004; Facebook: n=176; Instagram: n=62), many comments used a negative tone (42.75%) and disagreed with the health messages (39.77%), while the majority made healthy contributions to the discussions (84.38%). Only 0.56% of messages mentioned government agencies, and only 0.48% of the comments were antiregulation. Comments employing a positive tone (84.13%) or making healthy contributions (69.11%) were more likely to agree with the campaign messages (<i>P</i>=0.01). Comments employing a negative tone (71.25%) or making toxic contributions (36.26%) generally disagreed with the messages (<i>P</i>=0.01). CONCLUSIONS The majority of user comments in response to a tobacco prevention campaign made healthy contributions. Our findings encourage the use of social media to promote dialogue about controversial health topics such as smoking. However, toxicity was characteristic of comments that disagreed with the health messages. Managing negative and toxic comments on social media is a crucial issue for social media–based tobacco prevention campaigns to consider.

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Keeping It Fresh With Hip-Hop Teens: Promising Targeting Strategies for Delivering Public Health Messages to Hard-to-Reach Audiences

Health Promotion Practice ◽

10.1177/1524839919884545 ◽

2020 ◽

Vol 21 (1_suppl) ◽

pp. 61S-71S ◽

Cited By ~ 2

Author(s):

Merrybelle Guo ◽

Ollie Ganz ◽

Brian Cruse ◽

Mario Navarro ◽

Dana Wagner ◽

...

Keyword(s):

Social Media ◽

Tobacco Use ◽

Asian American ◽

Hip Hop ◽

Target Population ◽

Tobacco Prevention ◽

Public Education Campaign ◽

Prevention Messages ◽

Minimum Number ◽

High Engagement

Despite overall declines in youth cigarette use, tobacco use inequities exist by race/ethnicity. Health communication campaigns can be effective in changing tobacco-related attitudes, intentions, and behaviors and can be used to address tobacco use inequities by targeting young people who are at high risk for tobacco use. In 2015, the U.S. Food and Drug Administration launched Fresh Empire, the first tobacco public education campaign designed to reach primarily African American, Hispanic, and/or Asian American/Pacific Islander youth ages 12 to 17 years who identify with the Hip-Hop peer crowd. This article presents an overview of two targeting strategies—(a) influencers on social media and (b) paid digital and social media advertisements—that Fresh Empire uses to reach its audience and increase message credibility that can inform future campaigns targeting hard-to-reach populations. These strategies help the campaign expand its reach, be authentic, and increase engagement with the target audience. Microinfluencers are selected for their alignment with Hip-Hop values and high engagement rates; local influencers are teens recruited to promote the campaign in their communities; and digital and social ads are purchased with a minimum number of in-target guaranteed impressions. Across both strategies, metrics have met or exceeded expectations, including a sentiment analysis that revealed 87.3% of comments on microinfluencer posts were positive. Initial findings suggest that the tobacco prevention messages have reached the target population and resonated positively, which may help to increase message credibility and improve receptivity to tobacco prevention messages.

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Exploring How Social Media Exposure and Interactions Are Associated With ENDS and Tobacco Use in Adolescents From the PATH Study

Nicotine & Tobacco Research ◽

10.1093/ntr/ntaa113 ◽

2020 ◽

Author(s):

Patricia Cavazos-Rehg ◽

Xiao Li ◽

Erin Kasson ◽

Nina Kaiser ◽

Jacob T Borodovsky ◽

...

Keyword(s):

Public Health ◽

Social Media ◽

Tobacco Use ◽

Tobacco Product ◽

Media Content ◽

Tobacco Prevention ◽

Logistic Regression Models ◽

Prevention Messages ◽

A Current

Abstract Introduction Tobacco use is a current public health epidemic that puts individuals at risk for many health conditions and diseases, and adolescents are at high risk for the initiation and persistence of tobacco use behaviors partly due to engagement with social media content. The objective of this study is to examine the association between engaging in social media behaviors and patterns of electronic nicotine delivery systems (ENDS) and tobacco use at a 1-year follow-up among 11 279 adolescents from the PATH study. Methods Five social media variables were questioned at Wave 2 and then compared to ENDS and tobacco status transitions (i.e., initiation, persistence, and escalation) at a 1-year follow-up, respectively. Survey-weighted multivariable logistic regression models were used to calculate adjusted odds ratios and 95% confidence interval. Results Passive behaviors on social media were related to higher likelihoods of starting to use ENDS and other tobacco products. Additionally, active behaviors on social media were related to higher likelihoods for the initiation and persistence of tobacco use. In particular, sending tobacco content to other users was further associated with a higher likelihood of escalation of tobacco product use. Discussion Both exposure to and interactions with social media tobacco content had a significant impact on the patterns of ENDS and tobacco use in adolescents. Due to the amount of time adolescents spend engaging with online content, social media may be a critical place in which to intervene, possibly with the use of antitobacco or tobacco prevention messages. Implications The results of this study have implications for public health and the policies surrounding adolescents and their exposure to social media. Reducing the ENDS and tobacco content to which adolescents are exposed has the potential to decrease the instances of initiation and persistence of ENDS and tobacco use. Intervening on social media may prevent or slow the progression of ENDS and tobacco use, and increase motivation and actions toward the cessation of tobacco use in adolescents.

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Associative Group Analysis: A Tobacco Prevention Case Study

Social Marketing Quarterly ◽

10.1080/15245000309100 ◽

2003 ◽

Vol 9 (2) ◽

pp. 32-49 ◽

Cited By ~ 2

Author(s):

Michael Peterson ◽

Steven S. Martin

Keyword(s):

Social Marketing ◽

Survey Methods ◽

Group Analysis ◽

Computer Assisted ◽

Tobacco Prevention ◽

Media Campaigns ◽

Tobacco Marketing ◽

Group Perceptions ◽

Random Digit Dial ◽

Social Marketing Campaigns

This paper seeks to demonstrate the potential utility of the Associative Group Analysis (AGA) process to tobacco-related social marketing by identifying perceptual and cognitive similarities and differences toward “tobacco” and “smoking” between four behaviorally defined groups. AGA-based questions were included in a statewide Random Digit Dial (RDD) household telephone survey using Computer Assisted Telephone Interviewing (CATI) technology. The AGA provided qualitative and quantitative sensitivity of group perceptions and attitudes not available through traditional survey methods. Results provide specific anti-tobacco marketing messages and themes that should be targeted and addressed for each group. This study has the following implications for social marketing: 1) The AGA methodology has the ability to effectively facilitate the development and assessment of anti-tobacco media campaigns; 2) more generally, the technique can be applied to measure the efficacy of social marketing campaigns in other areas; and 3) the application demonstrates the value of adjustments so that communications can adapt and respond to the dynamics of a group's perceptual-representational framework.

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A Social Marketing Intervention to Prevent Drowning Among Inner-City Youth

Health Promotion Practice ◽

10.1177/1524839917732559 ◽

2017 ◽

Vol 19 (2) ◽

pp. 175-183 ◽

Cited By ~ 1

Author(s):

Tavis J. Glassman ◽

Tom Castor ◽

Monita Karmakar ◽

Alexis Blavos ◽

Paige Dagenhard ◽

...

Keyword(s):

Inner City ◽

Health Belief Model ◽

Social Marketing ◽

Health Belief ◽

Water Safety ◽

Prevention Messages ◽

Inner City Youth ◽

Belief Model ◽

Marketing Intervention ◽

The Health Belief Model

Background. Water-related injuries and fatalities pose serious public health issues, especially to African American youth, a demographic group that drowns at disproportionately high rates. Aim. The purpose of this study was to determine if a social marketing intervention targeting the parents and guardians of inner-city youth (U.S. Midwest) could positively influence their perceptions concerning water safety. Method. Researchers employed a quasi-experimental design using matched pairs to evaluate the intervention. Participants consisted of parents who enrolled their children in a six-session survival-swimming course. Guided by the Health Belief Model, the researchers disseminated six prevention messages using six different channels (brochure, e-mail, SMS text message, postcard, Facebook, and window cling). Results. The findings from a two-way analysis of covariance revealed that treatment group participants’ knowledge and perceptions of water-related threat all changed favorably. Additionally, all participants planned to reenroll their children in swim lessons. Discussion. A social marketing campaign using the Health Belief Model improved inner-city parents’ knowledge regarding water safety and enhanced their self-efficacy. Conclusion. This study provides practitioners with feasible strategies (prevention messages) to supplement swim lessons, with the ultimate goal of preventing drowning among at-risk youth.

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An illustration of how responsive feedback in a social marketing tobacco control intervention in Ghana enabled managers to make decisions that increased intervention effectiveness

Gates Open Research ◽

10.12688/gatesopenres.13062.1 ◽

2019 ◽

Vol 3 ◽

pp. 1534

Author(s):

Sohail Agha ◽

Jean Paullin

Keyword(s):

Tobacco Control ◽

Social Marketing ◽

Tobacco Prevention ◽

Original Design ◽

Development Interventions ◽

Control Intervention ◽

The Social ◽

Initial Intervention ◽

Set Up ◽

Selection Of

This report illustrates how a feedback loop, set up to provide data and insights to a donor and designers/implementers of a social marketing tobacco prevention intervention in Ghana, helped adapt the original design of the intervention to one that was more suited to the social and media contexts of Ghana. The designers/implementers had previously, successfully implemented a tobacco control intervention with adolescents in Botswana. This experience had informed the initial intervention design in Ghana. As the feedback generated by evaluators started demonstrating just how different the Ghanaian social and media contexts were from the Botswanan one, implementers started making changes to their selection of channels, resulting in a design which was quite different from the original one. The close involvement of the donor in this process enabled implementers to make rapid changes to the design of the intervention. This illustration adds to a small but growing literature establishing the importance of feedback loops to improve the design and implementation of development interventions.

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