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

项目1旨在改善基于人群的戒烟规划的两个基本方面： 通过媒体宣传活动进行宣传，鼓励使用基于网络的戒烟干预措施， 网络戒烟干预。与纽约州烟草控制计划合作， 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随机试验 跨学科烟草使用和治疗研究中心（TTURC）和纽约国务院 of Health.在媒体组件中，将开发两个媒体消息因素，并使用2X2 析因设计：积极与消极的情感信息，叙述与修辞格式。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 戒烟干预;（2）与媒体组件的叙事广告相关的叙事成功故事; (3)提示使用Quitline辅导员;（4）由Quitline辅导员提供的每日在线聊天室;（5）4 在最初的2周NRT疗程基础上增加2周尼古丁替代疗法（NRT）;（6）复发 预防和回收模块。纽约州卫生部将投入400万美元， 媒体活动资金用于项目1的媒体广告开发，另外500万美元用于 电视，广播和报纸广告覆盖四个大型媒体市场区域超过两年 期因此，这项研究有效地利用了一个舆论导向烟草公司的互动和资源， 控制程序，以评估综合媒体和基于网络的戒烟干预组件， 可以以最低的成本向其他国家分发。

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.