权益分类	功能权益	普通用户	{{item.name}}会员
{{category.name}}	{{benefitItem.name}}

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

基本信息

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
项目类别：
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

项目摘要

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