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Rethink Vape: Development and evaluation of a risk communication campaign to prevent youth E-cigarette use.
England, K J; Edwards, A L; Paulson, A C; Libby, E P; Harrell, P T; Mondejar, K A.
Affiliation
  • England KJ; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States. Electronic address: englankj@evms.edu.
  • Edwards AL; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
  • Paulson AC; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
  • Libby EP; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
  • Harrell PT; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
  • Mondejar KA; Pediatrics Division of Community Health and Research, Eastern Virginia Medical School, PO Box 1980, Norfolk, VA 23501, United States.
Addict Behav ; 113: 106664, 2021 02.
Article in En | MEDLINE | ID: mdl-33038677
INTRODUCTION: E-cigarettes are now the most common form of tobacco use among adolescents, and use is associated with increased risk of initiation of cigarette smoking. This project used a community-engaged research process to develop and pilot a risk communication campaign to prevent youth vaping. METHOD: The research team worked with a 36-member Teen Advisory Council and a 19-member Expert Panel. Together, the team employed survey (N = 674) and focus group (N = 82) methodologies, and hired a marketing company to partner on development of the campaign. Campaign concepts were developed, eliminated, and/or modified through an iterative process of feedback and refinement. The final campaign included video ads (https://bit.ly/2QMR8gH) a microsite (rethinkvape.org), and social media sites (@rethinkvape). The campaign communicated three messages to teens: what's in the vapor, health risks, and connections to big tobacco. Prior to launch of the campaign, a randomized controlled 2 (time) × 2 (group) online experiment was conducted to evaluate the campaign (N = 268). RESULTS: Repeated measures mixed analyses of variance indicated that vaping knowledge, perceptions of risk, and anti-vape intentions significantly increased among teens viewing the Rethink Vape Materials compared to their own baseline, while control participants did not change. Following evaluation, the team launched a 6-week online media campaign with a teen-targeted geo-fence radius to deliver 3,838,465 impressions, 770,443 completed video views, and 18,316 clicks in mobile app, Snapchat, YouTube, and Spotify platforms. The majority of placements exceeded industry standards, with mobile pre-roll and Snapchat as top performers. CONCLUSIONS: The e-cigarette campaign showed promising signs of effectiveness and scalability.
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Full text: 1 Collection: 01-internacional Database: MEDLINE Main subject: Electronic Nicotine Delivery Systems / Vaping / Cigarette Smoking Type of study: Clinical_trials / Etiology_studies / Qualitative_research / Risk_factors_studies Limits: Adolescent / Humans Language: En Journal: Addict Behav Year: 2021 Document type: Article Country of publication: Reino Unido

Full text: 1 Collection: 01-internacional Database: MEDLINE Main subject: Electronic Nicotine Delivery Systems / Vaping / Cigarette Smoking Type of study: Clinical_trials / Etiology_studies / Qualitative_research / Risk_factors_studies Limits: Adolescent / Humans Language: En Journal: Addict Behav Year: 2021 Document type: Article Country of publication: Reino Unido