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.
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DOI：
10.1093/ntr/ntab146
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发表时间：
2022-01-01
期刊：
影响因子：
--
通讯作者：
Alexander T
中科院分区：
文献类型：
--
作者：
Crankshaw E;Gaber J;Guillory J;Curry L;Farrelly M;Saunders M;Hoffman L;Ganz O;Delahanty J;Mekos D;Alexander T
这次自由生活是第一个多市场的运动，主要是数字运动，旨在改变女同性恋者、男同性恋者、双性恋者和变性人(LGBT)年轻人中与烟草相关的观念。我们的评估试图确定运动暴露是否导致与烟草相关的信念的改变。我们总结了运动结束时的意识和接受度，并与对照市场相比，评估了运动暴露对运动治疗市场中与烟草相关的信念的影响。24个美国指定的市场区域被选为接受这项运动或作为控制市场。2016年进行了一次基线调查，在为期3年的运动过程中，相隔大约6个月进行了6次后续调查。通过截取访谈和社交媒体招募了12324名LGBT青年调查参与者。竞选活动对结果的影响是使用差异性面板回归模型估计的，并对多次比较进行了p值校正。品牌和广告知名度在治疗市场达到顶峰，在为期3年的宣传活动大约2.5年后，治疗市场的品牌和广告知名度明显高于对照市场。品牌资产和广告接受度普遍较高，在LGBT亚群中类似。这些活动对五种与烟草相关的信念产生了微小但显著的影响，差异差估计在1.9到5.6个百分点之间。这次自由生活是针对LGBT年轻人的第一次多市场烟草公共教育活动，覆盖了大量多样化的人口，并在其中产生了共鸣，对涉及吸烟的社会方面的信念产生了轻微影响。这些发现应该会为未来旨在减少LGBT年轻人烟草使用的宣传工作提供参考。总体竞选效果不大，表明需要进一步研究向LGBT年轻人发送有效的竞选信息和传递信息。竞选信息传递方式、传递渠道和目标结果可能是导致这些结果的原因。LGBT年轻人的健康传播努力应该考虑到数字媒体在实现充分暴露方面的局限性。针对数字环境优化的广告风格和内容是一个将从进一步发展中受益的领域。
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. Twenty-four US 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. 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 to 5.6 percentage points. 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. 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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影响因子：
12.7
作者：
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通讯作者：
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