Statewide Web-Based Cessation Program: Evaluating Media and Cessation Components

项目1旨在改进以人群为基础的戒烟方案的两个基本方面： 通过媒体宣传活动鼓励使用基于网络的戒烟干预措施和 基于网络的戒烟干预。与纽约州烟草控制计划和 针对全州(不包括纽约市地区)的成年吸烟者，项目1包括两个 与罗斯威尔公园癌症中心研究所合作进行的相互关联的随机试验 跨学科烟草使用和治疗研究中心(TTURC)和纽约州国务院 健康之家。在媒体组件中，将使用2X2开发和测试两个媒体消息因素 析因设计：正面与负面情感信息，叙事与修辞形式。在 戒烟部分，将测试与基于网络的戒烟干预相关的增强功能， 包括：(1)交互式语音应答(IVR)系统，以鼓励继续参与基于网络的 停止干预；(2)与媒体部分的叙事性广告相联系的叙事性成功故事； (3)提示使用Quitline咨询师；(4)由Quitline咨询师协助的日常在线聊天室；(5)4 在最初两周的尼古丁替代疗法(NRT)基础上增加数周的尼古丁替代疗法；(6)复发 预防和回收模块。纽约州卫生部将投入400万美元用于他们的 媒体活动资金用于项目1的媒体广告开发，以及另外500万美元的投放 在两年内覆盖四大媒体市场区域的电视、广播和报纸广告 句号。因此，这项研究有效地利用了引导意见的烟草的互动和资源 用于评估集成媒体和基于网络的戒烟干预组件的控制程序 可以以最低成本向其他州和国家分发。

Project 1 aims to improve two fundamental aspects of population-based smoking cessation programming: reach through a media campaign encouraging use of a web-based cessation intervention and efficacy of the web-based smoking cessation intervention. Working with the New York State Tobacco Control Program and targeting adult smokers throughout the state (excluding the New York City area), Project 1 consists of two linked randomized trials, conducted in collaboration with the Roswell Park Cancer Center Institute's Transdisciplinary Tobacco Use and Treatment Research Center (TTURC) and the New York State Department of Health. In the Media Component, two media message factors will be developed and tested using a 2X2 factorial design: positive versus negative affect messages, and narrative versus rhetorical formats. In the Cessation Component, enhancements relevant to a web-based smoking cessation intervention will be tested, including: (1) an Interactive Voice Response (IVR) system to encourage continued engagement with the webbased cessation intervention; (2) narrative success stories linked to the narrative ads of the Media Component; (3) prompting to use a Quitline counselor; (4) a daily online chat room facilitated by a Quitline counselor; (5) 4 weeks of nicotine replacement therapy (NRT) added to an initial 2-week course of NRT; and (6) a relapse prevention and recycling module. The State of New York's Department of Health is devoting $4 million of their media campaign funding to Project 1 for media ad development and another $5 million for placement of television, radio, and newspaper advertisements covering four large media market regions over a two-year period. The study therefore effectively leverages interactions and resources of an opinion-leading tobacco control program to evaluate integrated media and web-based smoking cessation intervention components that could be distributed at minimal cost to other states and countries.