Understanding the Impact of Vaping Prevention Ads on Adolescents and Young Adults

摘要：项目4 预防吸烟运动是减少青少年吸烟的有效手段 抽烟。然而，汽化预防运动的科学才刚刚开始出现。防汽化 视频广告包含大量不同的目标广告功能，我们目前对哪些广告知之甚少 功能对青少年和年轻人的影响最大。我们也不知道广告是否有影响力 女同性恋、男同性恋和双性恋(LGB)青少年和年轻人的特征不同，他们更有可能吸电子烟 比他们的同龄人更多。我们项目的主要目标是描述汽化预防的客观特征 视频广告，以确定哪些广告功能最能预测感知的消息效果，并最大限度地降低 对蒸发的敏感性。我们的工作还探索了有影响力的广告和广告特征是否因性别而不同 定向，以及对防蒸发广告的意外后果的检查(例如， 鼓励吸烟)。对于目标1，我们将描述数百个蒸发的客观特征 来自我们的Vaping预防资源(VPR)的预防视频广告--最大的Vaping开放访问档案 该国的预防信息--以及其他来源。对于目标2，我们将确定视频的哪些功能 广告通过3000人参与的在线实验预测感知的信息有效性和意想不到的影响 青少年和青壮年(13-20岁，过度抽样LGB参与者)，有蒸发或 目前是Vape。根据结果，我们将选出5个有前景的广告和5个没有前景的广告 AIM 3随机对照试验(RCT)的特点。对于目标3，我们将评估蒸发的能力 预防视频广告，其功能被发现是目标2中最有希望的，以减少对蒸发的敏感性。我们 将招募1200名青少年和年轻人(年龄13-20岁，过度抽样LGB参与者)，他们有患上 Vaping或目前VAPE参加为期4周的3次在线学习课程的RCT。我们将进行一项 2-ARM试验，参与者被随机分成1)有前景的广告(干预)或2)广告 没有前景看好的功能(控制)。我们的主要结果是对蒸发的敏感性，而我们的次要结果是 结果包括蒸发风险信念、对蒸发的态度和蒸发行为。我们还将探索 性取向对广告影响的差异以及对吸烟结果的意外影响。 我们的建议符合北卡罗来纳大学TCORS的综合主题，即建立有效监管的科学 优先人群不成比例地使用烟草产品--电子烟-- 在U54提案“推进烟草监管科学以减少健康差距”中。我们的项目是 响应FDA在RFA-OD-22中的通信科学领域(目标1-3)和行为(目标3)- 004.这项工作将提供关于防蒸发视频广告的哪些功能是最重要的知识 对青少年和青壮年有效，导致更有效的汽化预防运动。

ABSTRACT: PROJECT 4 Smoking prevention campaigns are an effective tool for reducing adolescent and young adult cigarette smoking. However, the science of vaping prevention campaigns is just beginning to emerge. Vaping prevention video ads contain a large number of different objective ad features, and we currently know little about which ad features are most impactful for adolescents and young adults. We also know little about whether impactful ad features differ for lesbian, gay, and bisexual (LGB) adolescents and young adults who are more likely to vape than their peers. The primary goal of our project is to characterize the objective features of vaping prevention video ads to determine which ad features best predict perceived message effectiveness and most reduce susceptibility to vaping. Our work also explores whether impactful ads and ad features differ by sexual orientation, as well as an examination of unintended consequences of vaping prevention ads (e.g., encouraging cigarette smoking). For Aim 1, we will characterize the objective features of hundreds of vaping prevention video ads from our Vaping Prevention Resource (VPR) – the largest open access archive of vaping prevention messages in the country – and other sources. For Aim 2, we will identify which features of video ads predict perceived message effectiveness and unintended effects using an online experiment with 3,000 adolescents and young adults (ages 13-20, oversampling LGB participants) who are at-risk of vaping or currently vape. Based on the results, we will select 5 ads with promising features and 5 ads without promising features for the Aim 3 randomized controlled trial (RCT). For Aim 3, we will evaluate the ability of vaping prevention video ads with features found to be most promising in Aim 2 to reduce susceptibility to vaping. We will recruit 1,200 adolescents and young adults (ages 13-20, oversampling LGB participants) who are at-risk of vaping or currently vape to participate in an RCT with 3 online study sessions over 4 weeks. We will conduct a 2-arm trial where participants are randomized to view 1) ads with promising features (intervention) or 2) ads without promising features (control). Our primary outcome is susceptibility to vaping and our secondary outcomes include vaping risk beliefs, attitudes toward vaping, and vaping behavior. We will also explore differences in ad impact by sexual orientation as well as unintended effects on cigarette smoking outcomes. Our proposal fits within the integrative theme of the UNC TCORS of building the science for effective regulation of and communication about tobacco products disproportionately used by priority populations – e-cigarettes – in the U54 proposal “Advancing Tobacco Regulatory Science to Reduce Health Disparities.” Our project is responsive to the FDA Scientific Domains of Communications (Aims 1-3) and Behavior (Aim 3) in RFA-OD-22- 004. This work will provide crucial knowledge about which features of vaping prevention video ads are most effective for adolescents and young adults, leading to more impactful vaping prevention campaigns.