How can we use Facebook to help young adults quit smoking?

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This document discusses using Facebook to help young adults quit smoking. It describes a feasibility trial of a Facebook intervention with 79 participants in 7 private groups. The intervention involved 90 daily tailored posts based on readiness to quit, weekly live counseling sessions, and optional additional counseling. Early results found the intervention was feasible and engagement varied by content, with decisional balance posts most effective. Abstinence rates increased from baseline to 12 months. The study demonstrates potential for Facebook to reach young adults and the importance of tailoring to motivation. Future research includes a larger trial and adapting the intervention for other groups.

How can we use Facebook to help young
adults quit smoking?
Johannes Thrul, PhD & Danielle Ramo, PhD

Acknowledgements
Judith J. Prochaska, PhD
Kevin L. Delucchi, PhD
Pamela M. Ling, MD MPH
Sharon M. Hall, PhD
Kathryn Chavez, BA
Alina Belohlavek, BA
Giuseppe Cavaleri
Victoria Han
Ali Klein, BA
Shirely Zhao, BA
D’Arius Hambrick
2

3
vs.
Smoking cessation with young adults

72
48
44
21
4 2
0
10
20
30
40
50
60
70
80
90
100
Cold Turkey Gradual
reduction
E-cigarette NRT Counseling Quitline
Lifetime cessation strategies used by young
adult current smokers (N=501)
4

Social media use among online
young adults (18-29)
6
84
37
31
27
15
70
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Twitter Pinterest LinkedIn
Current use Daily use
Source: Pew Internet and American Life Project

7
Study design feasibility trial
Baseline
Intervention
90 daily
posts
79 participants
7 groups
6-month
follow-up
12-month
follow-up
3-month
follow-up
 Currently in the follow-up phase of an RCT with 501 participants

The Transtheoretical Model (TTM)
 Well researched theory of health behavior change
 5 different stages
8
Not ready to quit in next
6 months
Thinking about quitting
in next 6 months
Ready to quit in
next 30 days

The Tobacco Status Project
9
 90 Daily posts to private Facebook groups tailored to readiness to
quit – participants get instructed to comment every day
 Weekly “The Dr. Is In” live sessions
 Optional 6-session cognitive-behavioral counseling

12
Thinking about quitting (Contemplation)
12

13
Getting ready to quit (Preparation)
13

14
Sample participant reactions: Repeat your
Mantra
14
P1
P2
P3
P4
P5

17
“Smoking cessation advice sessions”
17
 6-session cognitive behavioral cessation counseling
 Pre-designed content
 Delivered in Facebook events

Research question: Which intervention
content generates the best engagement on
social media?
18

Feasibility trial:
Sample characteristics (N=79)
19
 20.8 years old
 79% male
 80% Caucasian
 75% daily smokers, 10.7 cigarettes per day
 42% not ready, 46% thinking, 13% getting ready

20
PC = Precontemplation, C = Contemplation, P = Preparation

Engagement Across Groups
Decisional
Balance
Decisional
Balance
Self
Liberation
Dramatic
Relief
Consciousness
Raising
21
Successful
Unsuccessful

22
Past week smoking abstinence (N=79)
11%
18%
13%
0%
5%
10%
15%
20%
25%
30%
Baseline 3 mos (end of
treatment)
6 mos 12 mos
7-DayPointPrevalenceAbstinence

Implications
23
 Feasibility of smoking cessation intervention on
Facebook
• Great potential to reach target group of young adults
 Importance of tailoring content to participants’
readiness/motivation

Current and future Facebook research at the
UCSF READI Lab
24
 Randomized trial (N=501)
 Adaptation of intervention for
LGBTQ young adults
• User centered design for
intervention development
• Focus groups on Facebook
 Joint intervention to address
smoking and harmful alcohol
use

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How can we use Facebook to help young adults quit smoking?

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