Introduction

E-cigarettes are now the most common form of tobacco use among adolescents, and use is associated with increased risk of initiation of cigarette smoking. This project used a community-engaged research process to develop and pilot a risk communication campaign to prevent youth vaping.

Method

The research team worked with a 36-member Teen Advisory Council and a 19-member Expert Panel. Together, the team employed survey (N = 674) and focus group (N = 82) methodologies, and hired a marketing company to partner on development of the campaign. Campaign concepts were developed, eliminated, and/or modified through an iterative process of feedback and refinement. The final campaign included video ads (https://bit.ly/2QMR8gH) a microsite (rethinkvape.org), and social media sites (@rethinkvape). The campaign communicated three messages to teens: what’s in the vapor, health risks, and connections to big tobacco. Prior to launch of the campaign, a randomized controlled 2 (time) × 2 (group) online experiment was conducted to evaluate the campaign (N = 268).

Results

Repeated measures mixed analyses of variance indicated that vaping knowledge, perceptions of risk, and anti-vape intentions significantly increased among teens viewing the Rethink Vape Materials compared to their own baseline, while control participants did not change. Following evaluation, the team launched a 6-week online media campaign with a teen-targeted geo-fence radius to deliver 3,838,465 impressions, 770,443 completed video views, and 18,316 clicks in mobile app, Snapchat, YouTube, and Spotify platforms. The majority of placements exceeded industry standards, with mobile pre-roll and Snapchat as top performers.

Conclusions

The e-cigarette campaign showed promising signs of effectiveness and scalability.

中文翻译：

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重新思考 Vape：制定和评估防止青少年使用电子烟的风险交流活动

介绍

电子烟现在是青少年最常见的烟草使用形式，使用与开始吸烟的风险增加有关。该项目使用社区参与的研究过程来开发和试点风险沟通活动，以防止青少年吸电子烟。

方法

该研究小组与一个 36 人的青少年咨询委员会和一个 19 人的专家小组合作。该团队共同采用了调查 (N = 674) 和焦点小组 (N = 82) 方法，并聘请了一家营销公司合作开发活动。通过反馈和改进的迭代过程开发、消除和/或修改活动概念。最后的活动包括视频广告 ( https://bit.ly/2QMR8gH )、微型网站 (rethinkvape.org) 和社交媒体网站 (@rethinkvape)。该活动向青少年传达了三个信息：蒸汽中的物质、健康风险以及与大烟草的联系。在活动启动之前，进行了一项随机对照的 2（时间）×2（组）在线实验来评估活动（N = 268）。

结果

重复测量混合方差分析表明，与他们自己的基线相比，观看 Rethink Vape 材料的青少年的电子烟知识、风险感知和反电子烟意图显着增加，而对照组参与者没有变化。评估后，该团队发起了为期 6 周的在线媒体活动，以青少年为目标的地理围栏半径，在移动应用、Snapchat、YouTube 和 Spotify 平台上提供了 3,838,465 次展示、770,443 次完整视频观看和 18,316 次点击。大多数展示位置都超过了行业标准，其中移动前贴片广告和 Snapchat 表现最佳。

结论

电子烟运动显示出有希望的有效性和可扩展性迹象。