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