261965 Cost-effective online engagement with youth in tobacco prevention

Tuesday, October 30, 2012

Tamaki West, MA , Health Communication, Health Resources in Action, Boston, MA
Nathan Martin , Health Communication, Health Resources in Action, Boston, MA
Brittany H. Chen, MPH , Boston University School of Public Health Doctoral Student, Health Resources in Action: The 84 Movement, Boston, MA
Hye Won Lee, MPH , Training and Capacity Building, Health Resources in Action, Boston, MA
The 84 Movement – a statewide youth tobacco prevention movement in Massachusetts – involves over 70 youth groups (“Chapters”), comprised of over 1500 youth annually across the state engaged in tobacco prevention efforts. These initiatives include advocating for bans on the sale of tobacco products in pharmacies, surveying youth and adults about their perception of other tobacco products' prices and availability, educating decision-makers on the tobacco industry's influence in their communities, and promoting the social norms message around youth tobacco use.

The major challenge of managing The 84 Chapters is providing strong and sustainable linkages between these dozens of separate, local initiatives and the larger movement. This case study discusses a cost-effective online program for The 84 Chapters and their members to increase their online engagement with peers beyond their immediate sphere by sharing their experiences, building networks, and a little competition.

Based on a point system, the program rewards Chapters with points for posting their tobacco prevention activities on The84.org through a customized user interface. A multi-faceted approach was taken for this program to appeal to both groups and individuals, involving a dedicated website and social media such as Facebook. The presentation will explain how the point system works and how the program amplifies tobacco prevention efforts.

Learning Areas:
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
•Identify the factors that motivate youth engagement •Design a cost-effective incentive program that appeals to youth •Explain how to maintain ongoing engagement with youth groups using website and social media

Keywords: Youth, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Hye Won Lee has been working on The 84 Movement for the past 3 years and is currently a project manager for the mobilization component of The 84. She has been heavily involved in the programmatic and online work, coordinating the tobacco prevention program structure and providing online content. She also plans and provides training and technical assistance to youth groups in their tobacco prevention work.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.