Montre à La Cigarette C’est Qui Le Boss! Using Highly Tailored Text Messages to Help Young Adults Quit Smoking


Published on

Published in: Health & Medicine
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Explaining why we put forward the fact that it’s offered by CCS (focus groups – it’s human, it’s not governmental, they want our good, they are not making profit, they are professional…) Mentioning that the promotional team was formed of two students in our targeted age range (18-24)
  • Montre à La Cigarette C’est Qui Le Boss! Using Highly Tailored Text Messages to Help Young Adults Quit Smoking

    1. 1. Montre à La Cigarette C’est Qui Le Boss! :P Using Highly Tailored Text Messages to Help Young Adults Quit Smoking Rachel Fournier, Catherine Lavoie, Trevor van Mierlo, Peter Selby Medicine 2.0 Congress September 18, 2011
    2. 2. Before we begin… <ul><li>Rachel Fournier, B.Sc. (Hons) is an employee of Evolution Health Systems Inc. </li></ul><ul><li>Catherine Lavoie, B.A. is an employee of Canadian Cancer Society </li></ul><ul><li>Trevor van Mierlo, MScCH, is CEO of Evolution Health Systems Inc. </li></ul><ul><li>Peter Selby, MBBS, CCFP, MHSc, FASAM, has acted as a consultant to Evolution Health Systems Inc. </li></ul>
    3. 3. Canadian Cancer Society – Quebec Division <ul><li>The Canadian Cancer Society (CCS) </li></ul><ul><li>National community-based organization of volunteers (over 25,000) </li></ul><ul><li>Mission: eradication of cancer and enhancement of the quality of life of people living with cancer. </li></ul>
    4. 4. Evolution Health Systems Inc. <ul><li>Research-based organization founded in 2000 </li></ul><ul><li>Global presence in US, Canada, UK, Japan and Brazil </li></ul><ul><li>21 peer-reviewed publications, 70+ presentations </li></ul><ul><li>Digital Health programs to help people overcome depression, manage anxiety, quit smoking, achieve a healthy weight, overcome problem drinking, etc. </li></ul>
    5. 5. Context <ul><li>Tobacco is the leading cause of cancer in Canada. </li></ul><ul><li>18-24-year olds have highest smoking prevalence in Quebec </li></ul><ul><li>and Canada </li></ul><ul><ul><li>In Quebec: 30% </li></ul></ul><ul><li>Text Messaging and mHealth applications can reach Young Adults </li></ul>
    6. 6. Adapting for Young Adults
    7. 7. What is SMAT? <ul><li>Funded by Health Canada </li></ul><ul><li>Phase I : August 4, 2010 – March 31, 2011 (pilot) </li></ul><ul><li>Phase II : April 1, 2011 – March 31, 2012 </li></ul>S ervice de M essagerie texte pour A rrêter le T abac ( S hort M essages A gainst T obacco)
    8. 8. Reaching Young Adults <ul><li>Messaging emphasis informed by focus group testing </li></ul><ul><li>It’s free! </li></ul><ul><li>Offered by the Canadian Cancer Society </li></ul><ul><li>Words to avoid: help, commitment, coach </li></ul>
    9. 9. Reaching Young Adults
    10. 10. Registration Process <ul><li>Smokers complete brief online registration at </li></ul><ul><ul><li>Short code preferred but far out of budget </li></ul></ul><ul><li>Receive first text message from SMAT within an hour </li></ul><ul><li>Must text back « ok » to confirm registration </li></ul><ul><ul><li>Users = only those who have confirmed their registration </li></ul></ul>
    11. 11. How Does It Work? A. Proactive messages: text schedule B. Reactive messages: reply with a keyword Distraction Envie Pause Oups Party Stress Prep. Week Quit Day Week 1 Weeks 2-4 Weeks 5-12 1 / day 2 2 / day 1 / day 2 / wk
    12. 12. The Messages <ul><li>Proactive messages </li></ul><ul><li>Allez hop! Aux poubelles les cendriers, briquets et clopes! Jette-les tous, sans pitié! Mwahaha :P </li></ul><ul><li>Reactive messages </li></ul><ul><li>Trouve qqc à compter autour de toi : les tuiles au plafond, les autos ds la rue, les gommes en dessous de ta chaise, etc. </li></ul><ul><li>Tone, language and content tested in focus groups and individual interviews </li></ul><ul><li>Young adults want: </li></ul><ul><ul><li>Tips and information on physiological changes due to cessation </li></ul></ul>
    13. 13. Registrations <ul><li>71.69% of participants found SMAT via Facebook </li></ul><ul><li>269 registrations online resulting in 183 users (68%) </li></ul>
    14. 14. Why didn’t you confirm your registration? n = 38 I changed my mind – I don’t want to quit smoking anymore 21 % I never received the first text message asking me to text « ok » to confirm my registration 16 % I forgot to confirm my registration 13 % I didn’t understand i had to text « ok » to confirm my registration and receive the text messages 11 % I didn’t understand that SMAT offered support over my cell phone 5 % I was worried it would cost money 5 % I texted « ok » but nothing happened 3 % I didn’t like the text message i received from SMAT 3 % I don’t remember 8 % Other reasons (lost interest, concerned about fraud, gave a residential number, didn’t know how) 13 %
    15. 15. Evaluation <ul><li>n = 74 </li></ul>Average: 27 Median: 26
    16. 16. Keyword Utilization Reasons for not using keywords n=30 I didn’t need them 60% I didn’t remember the keywords 23% I thought it would cost money 5% I don’t like to write text messages 4% I didn’t know there were keywords 4% Other reasons 6%
    17. 17. Keyword Utilization <ul><li>1,196 text messages sent by 183 users </li></ul><ul><li>Of these, 697 contained a keyword and 398 were conversational </li></ul>Keyword Number of times sent Number of users Average per user Distraction 229 56 4 Envie 124 56 2.2 Oups 122 57 2.1 Party 100 50 2 Stress 85 46 1.8 Pause 37 28 1.3
    18. 18. What Did Users Think of the Service? <ul><li>High Satisfaction Overall </li></ul><ul><li>90% would “definitely” or “probably” recommend to a friend who was quitting smoking </li></ul><ul><li>86% were satisfied with the service </li></ul><ul><li>Most (73%) believed it was useful in their quit attempt </li></ul><ul><li>57% would have liked the service to continue for longer than 12 weeks </li></ul>
    19. 19. Great, but did it work? <ul><li>At three months: </li></ul><ul><li>32% quit smoking </li></ul><ul><li>73% plan on quitting </li></ul><ul><li>58% would use the service again in their next quit attempt </li></ul>
    20. 20. Relapse Relapse Triggers n=54 Stressful situation 62% Alcohol 50% Being around other smokers 42% Withdrawl symptoms (cravings, irritibility, anxiety, difficulty concentrating) 35% Weight gain 3% Other reasons 11%
    21. 21. Relapse What would have prevented relapse? n=54 Using pharmaceutical aids while along with the service 45% Ability to text chat with a quit specialist 40% Being buddied up with another quitter 27% Receiving more text messages 21% Receiving more follow-up calls from a specialist 13% Participating in a quit contest 12% Staying home / going out less / less partying 7% Not being around smokers 5% Other reasons 7% Don’t know 7%
    22. 22. Conclusions <ul><li>Phase I </li></ul><ul><li>Evaluation results are very encouraging :-) </li></ul><ul><li>Attrition rate is acceptable :-) </li></ul><ul><li>Email follow up rates abysmal :-( </li></ul><ul><li>Cessation rate is promising :-) </li></ul>
    23. 23. What’s Next? <ul><li>Phase II </li></ul><ul><li>Register 1,000 users, 60% 18-24 </li></ul><ul><li>One-on-one text chat with quitline specialists </li></ul><ul><li>Extended messages </li></ul><ul><li>Follow-up surveys via text message and phone only </li></ul>ttyl!
    24. 24. <ul><li>Thank You! </li></ul><ul><li>Rachel Fournier </li></ul><ul><li>Vice President, Business Development </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Toronto: +1-416-644-8476 x222 </li></ul>