Social Media Evaluation of the "Tips from Former Smokers 2" Campaign

Abstract

This project is part of the Health Media Collaboratory.

In previous studies, we found strong evidence that televised anti-tobacco advertising is associated with reduced smoking among both youth and adults (Emery et al., 2012; Emery et al., 2005). Less is known about the role of conversations across newer media platforms in the relative success of tobacco control campaigns.

In March 2013, the Centers for Disease Control (CDC) launched the second phase of its “Tips from Former Smokers” national media campaign. This campaign publicized real-life stories from smokers suffering from the long-term health consequences of smoking. The ads were graphic and designed to evoke strong emotions in viewers. In this study, the Health Media Collaboratory evaluates the effects of the “Tips 2” campaign on tobacco control outcomes by measuring and characterizing the conversation about the campaign across social media. Toward that goal, our research aims to answer these questions:

  • How much social media conversation did Tips 2 generate? How much of the conversation was earned vs. promoted? How much was organic?
  • What were people saying about Tips 2 on social media platforms?
  • How well did the campaign's strategies work (traditional and nontraditional)?
  • Were higher levels of exposure to the TV ads associated with more audience engagement, as measured by social media?
  • Can geo-location data from social media posts provide evidence of geographic variability in public engagement with the Campaign?
  • Which ads generated the most conversation on each platform, and overall?
  • Is there evidence that the Tips 2 Campaign reduced smoking?
  • Did Tips 2 reach priority populations?

Affiliated Center/Program

Principal investigator
Funding Agency

Centers for Disease Control and Prevention through the National Cancer Institute of the National Institutes of Health

Start date
08/01/2013
End date
07/31/2015
Total award
$283,000
About this grant

This research is part of a larger study, Tobacco Control in a Rapidly Changing Media Environment. This new work is supported by a supplemental grant to NCI Grant No. U01CA154254.