Effect of a Digital Social Media Campaign on Young Adult Smoking Cessation
Menée au Canada à partir de données collectées auprès de 238 fumeurs âgés de 19 à 29 ans (durée de suivi : 3 mois), cette étude évalue, du point de vue du taux d'arrêt du tabagisme à 7 et 30 jours, l'intérêt d'un site web interactif utilisant les réseaux sociaux par rapport à un service d'aide téléphonique
Introduction : Social Media (SM) may extend the reach and impact for smoking cessation among young adult smokers. To-date little research targeting young adults has been done on the use of social media to promote quitting smoking. We assessed the effect of an innovative multi-component web-based and SM approach known as Break-it-Off (BIO) on young adult smoking cessation.
Methods : The study employed a quasi-experimental design with baseline and 3-month follow-up data from 19 to 29 year old smokers exposed to BIO (n=102 at follow-up) and a comparison group of Smokers’ Helpline (SHL) users (n=136 at follow-up). Logistic regression analysis assessed differences between groups on self-reported 7-day and 30-day point prevalence cessation rates, adjusting for ethnicity, education level, and cigarette use (daily or occasional) at baseline.
Results : The campaign reached 37,325 unique visitors with a total of 44,172 visits. BIO users had significantly higher 7-day and 30-day quit rates compared with users of SHL. At three month follow-up, BIO participants (32.4%) were more likely than SHL participants (14%) to have quit smoking for 30 days (odds ratio = 2.95, 95% CI = 1.56– 5.57, p < .001)and BIO participants (91%) were more likely than SHL participants (79%) to have made a quit attempt (odds ratio = 2.69, 95% CI = 1.03-6.99, p = .04).
Conclusion : The reach of the campaign and findings on quitting success indicate that a digital/social media platform can complement the traditional SHL cessation service for young adult smokers seeking help to quit.
Nicotine & Tobacco Research , résumé, 2015