Montre à La Cigarette C’est Qui Le Boss! Using Highly Tailored Text Messages to Help Young Adults Quit Smoking
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Abstract
Background
Smoking rates among young Canadian adults remain high at 27%, compared to 18% of the general population. Young adults tend to underutilize traditional, evidence-based services such as telephone quit lines and cessation medications, rendering the age group especially difficult to reach. In the literature, emerging evidence indicates that SMS-based Mobile Health (mHealth) services are a potentially effective means for the delivery of health interventions for smoking cessation. However, research to date has primarily been among English-speaking populations. This pilot study is testing the interest of French-speaking young adult smokers in Quebec in an adapted mHealth quit support intervention, and the effectiveness of such an intervention.
Methods
The Quebec Division of the Canadian Cancer Society (CCS) developed a pilot program targeting francophone smokers aged 18 to 24. The mHealth service was an adaptation of Evolution Health’s general population, English-language mHealth smoking cessation platform. At project onset, CCS conducted a series of qualitative studies including focus group testing and individual interviews. Results were utilized in the cultural and age-specific adaptation of the existing mHealth smoking cessation platform and its delivery algorithms and protocols. Following this adaptation, a promotional campaign targeting young adults was implemented to recruit participants. To qualify for the study, participants completed a brief and anonymous online registration. Once qualified, participants received text messages based on intended quit date. In addition, participants were encouraged to text keywords to the mHealth service, whereupon they received immediate support messages designed to assist with relapse prevention.
Results
At the time of submission, this pilot study is still in progress. 183 young adults were recruited for the pilot test. Quantitative measures including overall participation, demographics, drop-out rates, and 3-month quit rate are being evaluated. Usability data, including the use of keywords, is being collected electronically. Quit rate data is based on self-report Internet surveys. In addition, qualitative measures such as satisfaction, ease of use and feasibility are being investigated. This study will also report results and insights from focus group testing and individual interviews. Technical and methodological limitations will also be discussed.
Conclusions
Initial focus group testing among young adult smokers indicated that text messaging is a welcome, feasible and cost-effective means of encouraging young adult smokers to quit. Based on focus group and individual interview results, the original English-language, general population SMS platform was significantly modified. Existing behavior-change mHealth interventions have great potential to be adapted to suit the needs of various demographics. However, efforts at adaptation require significant expertise as well as in investment in behavioral and technical tailoring. Further research is required in order assess the potential impact of culturally tailored SMS programs for smoking cessation.
Smoking rates among young Canadian adults remain high at 27%, compared to 18% of the general population. Young adults tend to underutilize traditional, evidence-based services such as telephone quit lines and cessation medications, rendering the age group especially difficult to reach. In the literature, emerging evidence indicates that SMS-based Mobile Health (mHealth) services are a potentially effective means for the delivery of health interventions for smoking cessation. However, research to date has primarily been among English-speaking populations. This pilot study is testing the interest of French-speaking young adult smokers in Quebec in an adapted mHealth quit support intervention, and the effectiveness of such an intervention.
Methods
The Quebec Division of the Canadian Cancer Society (CCS) developed a pilot program targeting francophone smokers aged 18 to 24. The mHealth service was an adaptation of Evolution Health’s general population, English-language mHealth smoking cessation platform. At project onset, CCS conducted a series of qualitative studies including focus group testing and individual interviews. Results were utilized in the cultural and age-specific adaptation of the existing mHealth smoking cessation platform and its delivery algorithms and protocols. Following this adaptation, a promotional campaign targeting young adults was implemented to recruit participants. To qualify for the study, participants completed a brief and anonymous online registration. Once qualified, participants received text messages based on intended quit date. In addition, participants were encouraged to text keywords to the mHealth service, whereupon they received immediate support messages designed to assist with relapse prevention.
Results
At the time of submission, this pilot study is still in progress. 183 young adults were recruited for the pilot test. Quantitative measures including overall participation, demographics, drop-out rates, and 3-month quit rate are being evaluated. Usability data, including the use of keywords, is being collected electronically. Quit rate data is based on self-report Internet surveys. In addition, qualitative measures such as satisfaction, ease of use and feasibility are being investigated. This study will also report results and insights from focus group testing and individual interviews. Technical and methodological limitations will also be discussed.
Conclusions
Initial focus group testing among young adult smokers indicated that text messaging is a welcome, feasible and cost-effective means of encouraging young adult smokers to quit. Based on focus group and individual interview results, the original English-language, general population SMS platform was significantly modified. Existing behavior-change mHealth interventions have great potential to be adapted to suit the needs of various demographics. However, efforts at adaptation require significant expertise as well as in investment in behavioral and technical tailoring. Further research is required in order assess the potential impact of culturally tailored SMS programs for smoking cessation.
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