142nd APHA Annual Meeting and Exposition

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Smokefree Teen National Campaign: Strategies & Lessons Learned

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Sunday, November 16, 2014

Allison Nemec , Government Services, MMG, Inc., Rockville, MD
Jessica Havlak , MMG, Inc., Rockville, MD
Matthew Rice , MMG, Rockville, MD
Erik Augustson, PhD, MPH , Tobacco Control Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Bethesda, MD
Heather Patrick, PhD , Health Behaviors Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Bethesda, MD
Yvonne Hunt, PhD, MPH , Tobacco Control Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Bethesda, MD
Background:

Since development in 2011, Smokefree Teen, a multi-platform cessation intervention from the National Cancer Institute, has helped teens quit smoking. To better engage with teens through mobile, web, and social media, a promotional campaign for the program kicked off in 2013.

Methods:

The Smokefree Teen campaign launched in April, 2013 with the goal of ensuring teens have the tools they needed quit smoking. The campaign focused on the redesigned, teen-focused website and text messaging program, SmokefreeTXT, with additional focus on our mobile application, QuitSTART. Tactics included both traditional and online campaigns.

Results:

The eight week campaign resulted in over 300,000 visits to teen.smokefree.gov, 8.5 million video views, over 1,000 new SmokefreeTXT teen subscriptions,  6,000 QuitSTART downloads, over 26,000 Facebook likes and 1,700 Twitter followers, and 122 million ad impressions.  Additionally, with remaining funds, the campaign re-launched for one week in September, 2013, resulting in 50,000 website visits, 132 TXT subscriptions, and 100,000 video views.

Conclusions:

Targeted online promotions have proven to be powerful at reaching and engaging an audience that has generally proven extremely difficult to connect with. While traditional methods are also effective, they are less efficient and harder to measure than online promotions.

Learning Objectives:

  • Identify existing smoking cessation resources available by the Smokefree Teen Program to the teen audience
  • Describe the Smokefree Teen National Campaign strategies and results
  • Discuss Lessons Learned

Learning Areas:

Public health or related education

Learning Objectives:
Identify existing smoking cessation resources available by the Smokefree Teen Program to the teen audience Describe the Smokefree Teen National Campaign strategies and results Discuss Lessons Learned

Keyword(s): Tobacco Control, Youth

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have several years experience working on both the overall Smokefree project and the Smokefree Teen initiative. I am very knowledgeable on the information provided.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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