Effective Online Approach to Mobilize Youth in Tobacco Prevention

Background:  Nearly 90 percent of youth who start smoking before age 18 will likely become smokers for life. In Massachusetts, about 3,700 teenagers under 18 become regular smokers each year. Studies show that youth who engage in tobacco prevention activities are less likely to smoke. The Massachusetts Tobacco Cessation and Prevention Program in partnership with Health Resources in Action (HRiA) developed a program to mobilize Massachusetts youth to help create change in their communities, educate peers and adults about tobacco issues, and promote healthy lifestyles.

Program background:  The 84 Movement – a statewide youth tobacco prevention movement in Massachusetts, a program of Massachusetts Dept of Public Health – brings together more than 1500 youth in over 80 youth groups (“Chapters”), annually engaged in tobacco prevention efforts. These initiatives include local change projects that protect communities from the influence of the tobacco industry, raise awareness of the tobacco industry’s marketing tactics, and promote the norm that most youth don’t smoke. The 84 led a creative strategy at the Great American Smokeout in November 2012 as Chapters were charged to motivate their peers to take action against the tobacco industry. As most Millennials care about a number of global issues, The 84 drew youth’s attention to the influence of the tobacco industry that affects people locally as well as globally. Using digital and print infographics and information booths at their schools and communities, the Chapter members successfully engaged their peers to express their support through the digital photo statements to oppose the tobacco industry. A collection of the photo statements demonstrated the great number of mobilized youth for the cause. The photo statements were also used to educate legislators and other stakeholders to advance The84’s tobacco prevention effort. Online components extended the access and reach of this activity. A video on the website, www.The84.org, instructed Chapter members on how to execute the activity. Facebook played an important role in spreading the message and compiling the photo statements to share with their peers and adults in the communities.

Evaluation Methods and Results:  To evaluate the participation in the Great American Smokeout, we have used the website (www.the84.org), which was designed to allow Chapters to report their activities, and The 84's Facebook Page.

• 10 Chapters participated in the event
• 228 digital photo statements were posted
• 341 individuals viewed the infographic posters
• 20 youth were tagged in the infographic posters; individuals who were tagged have the poster on their Facebook wall for their friends to see

In fiscal year 2013 to date, overall 35% of the Chapters actively participated in the program. Over 490 youth leaders were involved in at least one tobacco prevention activity.  The84.org had 7,637 unique visitors in fiscal year 2013 to date.

Conclusions:  Stimulating ongoing engagement with youth is a challenge, particularly for an established public health topic like tobacco prevention. Incorporating social and digital media is an effective way to mobilize youth and educate their peers and beyond.

Implications for research and/or practice:  Since the Great American Smokeout event was self-reported by Chapters, some of the results might be higher.