Digital Media for Cancer Control: Randomized Controlled Trial and Dose Response Effects

项目说明 烟草仍然是美国唯一可预防的死亡原因，每年与烟草有关的 医疗保健成本估计为1700亿美元。2016年，20%的高中生(305万 青年)报告最近使用烟草产品，估计有560万18岁以下青年 会因与吸烟有关的疾病而过早死亡，这表明需要采取预防措施。 根据疾控中心的数据，18-24岁的成年人中约有13.1%是吸烟者，其中超过500万人 年轻人会因吸烟相关疾病而过早死亡。此外，青年人口的显著下降 吸烟可能会因其他烟草产品而黯然失色，并使用JUUL，一种高效的 尼古丁递送产品。鉴于它们的广泛使用，有必要利用数字媒体来 影响健康结果，公共教育活动越来越多地使用它们。近期 研究表明，社交媒体可以有效地对抗烟草行业的产品促销 在网上，并作为控烟运动平台。然而，关于这方面的公开数据很少 接触和评估大规模的在线控烟运动。建议的R01 该项目弥补了这一差距，并建立在研究团队之间长达16年的合作基础上 评估全国真理运动。这一应用程序之所以意义重大，有几个原因。第一, 越来越多地开展烟草使用预防和其他健康行为改变运动 然而，很少有研究集中于对数字消息的严格测量 曝光和回应。暴露测量是一个关键的组成部分，因为分析要么比较 暴露于未暴露者，或检查不同运动水平之间的剂量-反应曲线 曝光。这项研究将使用像素跟踪(嵌入数字广告中的HTML码)来衡量 竞选剂量-反应效应。而自我报道和外生大众媒体的预测价值 暴露的衡量标准(例如，GRPS)已经得到了很好的研究，但几乎没有证据表明 数码曝光。最后，人们对不同级别的数字的独立影响知之甚少 在青少年中宣传反烟草态度、信念或行为的信息曝光 成年人。在目标1中，我们将进行为期6个月的在线随机对照研究，以比较 不同水平的数字媒体曝光(通过像素跟踪测量)对竞选目标的影响 与烟草相关的知识、态度、信念和行为结果。在目标2中，我们将进行 基于现场的随机试验，以评估真相数字运动，以确认两者之间的关系 36个月的数字媒体曝光率、信息意识和与烟草相关的结果。结果 在这些研究中，将有广泛应用的数字广告曝光的基准方法和衡量标准 应用于未来的数字健康运动。

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.