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

• 批准号: 10038060
• 负责人: W. DOUGLAS EVANS
• 金额: $ 57.94万
• 依托单位: GEORGE WASHINGTON UNIVERSITY
• 依托单位国家: 美国
• 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/10038060
• 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; Preventive Intervention; 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; cost; cost estimate; digital; digital imaging; digital media; electronic cigarette use; electronic cigarette user; experimental study; impression; member; novel; prevent; prospective; public education; randomized trial; recruit; response; social; social media; substance use prevention; tobacco advertising; tobacco control; tobacco prevention; tobacco products; young adult

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 在美国，烟草仍然是唯一可预防的死亡原因， 医疗保健费用估计为1 700亿美元。2016年，20%的高中生（305万人） 据估计，有560万18岁以下的青少年报告最近使用烟草产品， 将死于与吸烟有关的疾病，表明需要采取预防干预措施。 根据疾病预防控制中心的数据，18 - 24岁的成年人中约有13.1%是吸烟者，其中超过500万人是吸烟者。 年轻人会因为吸烟引起的疾病而早逝。此外，青年人口的显著减少 吸烟可能会被其他烟草产品所掩盖，使用JUUL，一种高效的 尼古丁输送产品。鉴于其广泛使用，有必要利用数字媒体， 影响健康结果和公共教育运动越来越多地使用它们。最近 研究表明，社交媒体可以有效地打击烟草业的产品促销活动。 在线和作为烟草控制运动平台。然而，很少有公开的数据， 接触和评估大规模的在线烟草控制运动。建议的R01 该项目解决了这一差距，并建立在研究团队之间超过16年的合作基础上， 评估全国真相运动。这一应用之所以重要，有几个原因。第一、 越来越多地开展预防吸烟和其他健康行为改变运动 通过数字渠道，但很少有研究集中在数字信息的严格测量 暴露和反应。暴露测量是一个关键组成部分，因为分析要么比较 那些暴露于未暴露的，或检查不同水平的运动之间的剂量反应曲线 exposure.这项研究将使用像素跟踪（嵌入在数字广告中的HTML代码）来衡量 运动剂量反应效应。而自我报告和外源性大众媒体的预测价值 暴露的测量（例如，GRP）已经得到了很好的研究，很少有证据表明 数码曝光最后，很少有人知道不同程度的数字化的独立影响， 在青少年中宣传反烟草的态度、信念或行为 成年人了在目标1中，我们将进行一项为期6个月的对照、在线、随机研究， 不同水平的数字媒体曝光的影响，通过像素跟踪测量， 与烟草有关的知识、态度、信念和行为结果。在目标2中，我们将进行 一项基于实地的随机试验，旨在评估一项真相数字运动，以确认 数字媒体曝光，信息意识和烟草相关的结果超过36个月。结果 这些研究将是数字广告曝光的基准方法和措施， 应用于未来的数字健康活动。