Effect of a Digital Social Media Campaign on Young Adult Smoking Cessation

作者: Neill Bruce Baskerville , Sunday Azagba , Cameron Norman , Kyle McKeown , K. Stephen Brown

DOI: 10.1093/NTR/NTV119

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摘要: INTRODUCTION Social media (SM) may extend the reach and impact for smoking cessation among young adult smokers. To-date, little research targeting adults has been done on use of SM to promote quitting smoking. We assessed effect an innovative multicomponent web-based approach known as Break-it-Off (BIO) cessation. METHODS The study employed a quasi-experimental design with baseline 3-month follow-up data from 19 29-year old smokers exposed BIO (n = 102 at follow-up) comparison group Smokers' Helpline (SHL) users 136 follow-up). Logistic regression analysis differences between groups self-reported 7-day 30-day point prevalence rates, adjusting ethnicity, education level, cigarette (daily or occasional) baseline. RESULTS campaign reached 37 325 unique visitors total 44 172 visits. had significantly higher quit rates compared SHL. At follow-up, participants (32.4%) were more likely than SHL (14%) have 30 days (odds ratio 2.95, 95% CI 1.56 5.57, P < .001) (91%) (79%) made attempt 2.69, 1.03 6.99, .04). CONCLUSION findings success indicate that digital/SM platform can complement traditional service seeking help quit.

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