Project Overview +

This project improves two fundamental aspects of population-based smoking cessation programming: reach through a media campaign encouraging use of a cessation program and efficacy through a web-based smoking cessation intervention. This project evaluates, understands, and optimizes the use of an email media campaign and web-based smoking cessation intervention component that could be distributed at modest cost to other states and countries.

Aims +

Media Component (Reach)
Aim: Develop and pre-test an email media campaign to increase enrollment in a web-based smoking cessation intervention. The email media ad sets include: (1) negative affect image, (2) negative affect image title, (3) positive affect image, and (4) positive affect image title. Negative and positive affect messages will be designed to induce a similar, high level of emotional arousal.

Cessation Component (Efficacy)

To compare the relative effectiveness of varying email messages to prompt enrollment in a free, evidence-based stop smoking service offered by the New York State Smokers Quit-Line. Public response to the email campaign is observed through aggregate, de-identified data indicating a) how many people open the emails, and b) how many people click the link on the email and are re-directed to nysmokefree.com where they can register to receive free Nicotine Replacement Therapy (NRT).

Participants +

800,000 smokers from the state of New York recruited through our media campaign

Intervention +

This study was originally designed to assess different mass media (e.g. television, radio) messages to encourage adult cigarette smokers in New York to use free online smoking cessation services provided by the state (nysmokefree.com, the New York Smokerís Quitline). In the original proposal, the New York Department of Health (NY DOH) had committed to provide New York residents with access to a personalized online smoking cessation program and to develop and air new television and radio promoting this service. Due to the economic downturn and cuts to the Department of Health budget, the provision and promotion of new online services is no longer planned.

The current intervention works with the New York Smokerís Quitline to evaluate a lower cost email marketing campaign to promote use of existing services (nysmokefree.com). The study observes public response to an email campaign to increase the likelihood of smokers registering for a free evidence-based stop smoking service that is publicly available to NY residents at nysmokefree.com. The study population (adult cigarette smokers living in NY) is contacted via a targeted e-mail list that is operated by National Data Group, Inc. (a commercial email marketing company) and includes a group of self-identified New York State residents, adults (18+ years) who smoke and who have volunteered their email addresses to receive email marketing promotions.