Digital media and tobacco control: Building the evidence base

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Digital media and tobacco control Building the
evidence base Rhiannon Newcombe, Iain
Potter Health Sponsorship Council Karen
Gutierrez Global Dialogue
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Global Dialogue

• Global Dialogue for effective stop-smoking
  campaigns
• Since 2005
• Work internationally to improve campaigns
• US-based
• Numerous initiative partners

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Why are communication strategies important?

• Part of a broad, comprehensive tobacco control
  programme
• Evidence of benefit
• Decrease youth uptake
• Increase cessation
• Reduced prevalence
• Traditional channels
• TV, radio, print, outdoor, billboard

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Traditional channels
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How are digital media defined?

• For purposes of this presentation
• Computerised, or networked information and
  communication technologies.
• Examples Websites
• Blogs
• Text messaging
• Cell phone communications

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Why are digital media important?

• Embraced by business sector
• Tobacco industry using extensively
• Ad bans dont usually including digital vehicles
• Facebook fan pages have been created for brands
  such as Marlboro, Peter Stuyvesant and Lucky
  Strike
• Camel brand engaged online community to help
  design a new cigarette packet - 5 million adult
  smokers had been invited to give their input
• Our audience use in everyday lives
• Calls that we should be using in public health

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Use by audience
Digital media NZ
Internet 83 of NZers use the internet1
Social networking 48 NZers access social networking sites1
Online games 26 of NZers have played an online game in the last fortnight2
Email 86 of NZers who use the internet use email3
Cell phone 86 of NZers have regular access to a cell phone2
1 Smith, P., Smith, N., Sherman, K., Goodwin, I.,
Crothers, C., Billot, J., Bell, A. (2010). The
Internet in New Zealand 2009. Auckland Institute
of Culture, Discourse and Communication, AUT
University. 2 Research New Zealand (2009). New
Zealanders Use of Broadcasting and Related
Media. Wellington. 3 Stats NZ
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What do we know about impact of digital media
campaigns?

• Not enough
• Many countries are using some form of digital
  media in their campaigns, however, too few are
  measuring outcomes
• process measures easy to find (i.e., visitors
  to site, text message responses, time spent on
  site)
• outcome measures more difficult (i.e.,
  increases in knowledge, changes in attitudes,
  changes in behaviors)

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International Review of Lessons Learned from
Digital Campaigns

• Not a comprehensive literature review
• Used international networks
• Gathered lessons learned
• Reflect 8 lessons learned to date
• Work in progress

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International Review of Lessons Learned from
Digital Campaigns

• Country Case Studies
• Australia (2)
• Canada (4)
• China
• Denmark (2)
• England (5)
• European Union (2)
• Germany

• Israel
• Netherlands
• New Zealand (2)
• Norway
• Singapore
• United Kingdom
• United States (6)

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1 Digital media can reach diverse audiences

• Examples
• New Zealand Maori
• England Routine and Manual workers (blue
  collar)
• Singapore Parents of young children
• Many countries teenagers, young adult smokers,
  all smokers

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Singapore Kids Watch. Kids Learn.
http//www.oureverydaythings.com/2009/08/smoking-k
ids-watch-kids-learn/
http//www.babyandpapa.com/forums/forum113/thread1
470.html
Influential Blogger Engagement
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2 People want to be engaged
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Concept only
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3 Participants like digital interacting
because its anonymous and personal

• Denmark
• Personal weight calculations
• Personal online advice (based on individuals
  input)
• Discussion forum
• Diary

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Switzerland Feelok home page
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New Zealand web banners
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4 Variety of digital vehicles can increase
participants involvement
United Kingdom Viral seeding and video sharing
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US (Minnesota) QuitCashRecruitment Email Blast
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Quitcash.com Sign Up for Text Messages
Mobile Welcome Text Message is sent immediately
after user provides cell phone number and hits
submit.
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Mobile Sign Up
Same entry fields as online signup page.
Intro Text Includes click to call to the
QUITPLAN Services
Scroll
Choice of weekly tips sent to email or mobile
phone.
Click to call QUITPLAN link to website.
WAP Signup Page
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Quit Tips Email and Videos
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5 Digital campaigns inexpensive, but reach
limited and measurement critical

• UK Youth Anti-Smoking Video Competition 108,000
  views of winning videos across video sharing
  sites and seeding network (1.63 per view)
• England Yahoo Forum
• 300,000 visitors (39,000 visits of 5 minutes)
• Almost 4000 smokers pledged to quit smoking (each
  cost NHS 1/3 of what normal TV campaign costs to
  achieve)
• England MSN partnership
• 160,000 unique visitors over 6 weeks
• Cost per active response of approx. 7.50 (the
  lowest of all media responses, including TV)

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Smoke-free Ride Results

• Canada Campaign for a Smoke-free Ride
• Campaign to influence parents not to smoke in
  cars and increase support for legislation
• Measured awareness, main message communication,
  attitudes claimed behaviors
• Findings
• 86 awareness among parents
• Smoking in cars with children is illegal most
  commonly recalled message
• Those who recalled Campaign in greater
  disagreement with statement Smoking in cars with
  children wont harm them as long as you leave the
  windows open than those who didnt recall
  campaign
• Those who recalled Campaign messages less likely
  to report smoking in cars with children.

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Xhale Results

• Smoking cessation support
• 12-month follow-up study
• Intervention gt control to be Smokefree at 1 year
  follow-up
• Positive feedback on content and form
• Attracted target audience (15- to 25-year-olds)

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6 Digital campaigns can benefit from saliency
of traditional media

• Nielsen (2010)
• TV has far greater reach
• Web advertising helps TV campaigns work harder

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England
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Canada Smoke-Free Ride Materials
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7 Needs to be part of a broader strategy

• One-off approaches less successful
• Needs to be integrated
• Strategy important

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8 Internet opens your program to everyone in
the world

• Benefits inexpensive way to publicise your
  program and key messages
• Also a way to help target a global problem
• Drawbacks difficult to determine whom you are
  reaching and whether they are in the scope of
  your target audience(s)
• Your cost per participant or per visitor may
  include people who you arent interested in
  reaching

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New Zealand

• Example viral games developed in New Zealand

Kiss Off
Kanvas
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Smoking Not Our Future

• Example 1 Kiss Off
• Application on FB, Bebo, and seeded into global
  viral gaming sites
• 450,000 visits, including 22,000 from NZ
• NZ visits ranked 6th
• Example 2 Kanvas
• Linked to NZ campaign website
• 26,500 visits, including 25,000 from NZ
• NZ visits ranked 1st

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Summary of Lessons Learned

1. Digital media provide excellent means to reach
   diverse audiences, not just youth and high-income
2. People want to be engagedwant to be heard and
   give advice (e.g., stories and experiences), to
   build relationships
3. Participants like interacting digitally because
   it feels both anonymous and personal/tailored
4. A variety of digital vehicles and relationships
   (Internet, mobile messaging, IVR, etc.) can
   increase the participants involvement in the
   program
5. Digital campaigns can reach many people quickly
   and inexpensively, however numbers typically in
   thousands not millions, and outcomes are critical
   to measure
6. Digital campaigns can benefit from the saliency
   of traditional vehicles
7. Digital campaigns need to be part of a broader
   strategy
8. The Internet opens your program to everyone in
   the worldhas benefits and drawbacks

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Contact Information

• Karen Gutierrez
• Global Dialogue for Effective Stop-Smoking
  Campaigns
• global_at_stopsmokingcampaigns.org
• For campaign development resources and summaries
  of lessons learned, visit
• www.stopsmokingcampaigns.org
• Rhiannon Newcombe
• Health Sponsorship Council
• rhiannon_at_hsc.org.nz

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US time spent on internet
Source http//blog.nielsen.com
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Use of digital media is changing

• 40 of time by US online users spent doing three
  things
• Social networks
• Online games
• E-mail
• Increase in time spent on social networking sites
  and online games email decreasing