Feasibility trial of a Facebook quit smoking

vs.
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The Tobacco Status Project –
Smoking cessation for young
adults on Facebook
Johannes Thrul, PhD & Danielle E. Ramo, PhD
Center for Tobacco Control Research and Education
Department of Psychiatry
UCSF
9/25/2015
Danielle E. Ramo, PhD (PI)
Alexandra B. Klein, BA
Kathryn Chavez, BA
Howard Liu, MS
Giuseppe Cavaleri, BA
Markus Sommer, BSc
readi.ucsf.edu
Collaborators:
Kevin Delucchi, PhD
Funding
Sharon Hall, PhD
NIDA K23 DA032578
Judith Prochaska, PhD, MPH
NIDA P50 DA09253
Pamela Ling, MD, MPH
NCI R25 CA113710
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readi.ucsf.edu
Smoking cessation in young adulthood
Cigarette smoking peaks in young adulthood
• 30.6% of young adults in the US currently smoke
Young adult smokers underutilize professional
smoking cessation support
A majority try to quit without using any assistance
Novel approaches have to be developed that engage
young adult smokers and help them quit!
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Social media use among online
young adults (18-29)
Source: Pew Internet and American Life Project
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Engagement in Online interventions
Online interventions have small but significant
effects
Facebook smoking cessation interventions could
reach large numbers of young adult smokers
Low participant engagement is a critical obstacle
An intervention tailored to readiness to quit smoking
would likely appeal to the widest range of young
adult smokers
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Goals
Design a Facebook intervention based on the Clinical
Practice Guidelines and the Transtheoretical model.
Enroll at least 48 participants into study-run secret
Facebook groups matched on readiness to quit
smoking.
Determine feasibility of all intervention/research
components, engagement, and initial efficacy (quit
rates, quit attempts, readiness to quit).
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Recruitment
Facebook paid ads
$8.80 per eligible,
consented participant
Participant incentives:
Up to $90 incentives for
engagement and up to
$100 for completing all
surveys
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Recruitment
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Study design feasibility trial
79 participants
7 groups
Intervention
90 daily
posts
Baseline
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3-month
follow-up
6-month
follow-up
12-month
follow-up
Intervention
90 Daily posts to “secret” Facebook groups tailored
to readiness to quit
Weekly “The Dr. Is In” sessions
Optional 7-session cognitive-behavioral counseling
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Facebook newsfeed
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Not ready to quit (Precontemplation)
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Thinking about quitting (Contemplation)
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Getting ready to quit (Preparation)
Having a phrase or mantra that you can repeat to yourself when
things get tough can be a HUGE help to deal with cravings.
Think of your own mantra and post it here.
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Sample participant reactions: Repeat your
Mantra
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“The Doctor Is In”
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“The Doctor Is In”
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“Smoking cessation advice sessions”
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Feasibility trial:
Sample characteristics (N = 79)
20.8 years old, 79% male, 80% Caucasian
75% daily smokers, 10.7 cigarettes per day
52% smoked within 30 min of waking
57% quit attempt in past year
30% no goal, 60% reduction goal, 10% abstinence
goal
42% not ready, 46% thinking, 13% getting ready
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Results Engagement
Participants in Precontemplation and Contemplation
engaged most when prompted to think about the
pros and cons of behavior change
Participants in Preparation engaged most when posts
increased awareness about smoking
Eliciting negative emotions about smoking and
having participants take small steps towards
cessation (and sharing these steps) generated below
average engagement in Contemplation
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Biochemical verification of self reports
(saliva cotinine kit)
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Efficacy – 7-Day Point
Prevalence Abstinence (N=79)
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Finished recruitment of 501 participants in July 2015
Intervention phase will be finished in October 2015
Overall one year for recruitment and intervention
Up to 12-month follow-up (3, 6, and 12 months)
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Conclusions
Social media smoking cessation interventions have
potential to…
• recruit young adult smokers
• generate daily engagement
• help them quit smoking
Tailoring intervention content to readiness to quit
smoking is important
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