“If I can do it, anyone can. YOU CAN!”: An exploratory analysis of the role of Crush

the Crave in supporting smoking cessation.

Authors: Laura L Struik, RN, MSN, PhD Student; Bruce Baskerville, MHA , PhD

CPHA Conference – May 26-29, 2014

Background• 21% of smokers are young adults

(Health Canada, 2013).

• Young adults are extensive Facebook users (Duggan & Brenner, 2013).

• Facebook included in smoking cessation interventions (Cobb et al., 2011).

• Facebook is under-examined for health promotion.

Purpose Characterize content of the Crush the Crave (CTC) Facebook page.

CTC• An evidence-informed quit smoking app.

• What works to get young adults to quit.• Principles of persuasive technology.

The CTC Facebook Page Facebook Insights Data (at time of study)◦ 34,690 likes◦ 7, 282 reach• 56% men, 44% women• 60% aged 18 to 34• 57% from Canada• User engagement = 70/post

Sample and Data Collection• 399 posts collected• October 10, 2012 –

June 12, 2013 • QSR Nvivo 10• 121 original posts• 278 reply posts

Data Analysis• Framework approach (Ritchie & Spencer, 1994; Ritchie & Lewis, 2003)

• Familiarization (constant comparison methods)• Identifying a thematic framework• Indexing• Charting• Mapping and interpretation

ResultsOriginal Posts

•Support smoking cessation (71%)

•Market CTC (29%)

Results Reply Posts•Support smoking cessation (77%)•Market CTC (23%)

Results Support Smoking Cessation Reply Posts •Engagement with images (39%)

•Sharing smoking-related experiences (38%)

•Discussing tobacco-control measures (5%)

•Negative attitudes towards smoking (4%)

•Tags (2%)

•Sharing smoking-related facts (1%)

•Encouraging others (1%)

•Sarcasm (1%)

“Adorable”

Getting there, the more it gets cold out the less I smoke, plus I can spend the whole evening inside without smoking…plus

made a deal with my grandson and wouldn’t want him to think I’m weak he is 5 years old and

counting on it…lol

Results Marketing CTC Reply Posts•Engagement with images (45%)

•Sharing smoking-related experiences (17%)

•Tagging (9%)

•Sarcasm (9%)

•Negative attitudes towards CTC (6%)

•Gathering information on CTC (5%)

•Encouraging others (1.5%)

•Positive attitude towards CTC (1.5%)

“Looks like a happy dance to

me!”

“Luv it, that’s gonna be me when I am smoke free ”

Results• More men joined the CTC Facebook page (56% vs 44%)

•Women made 78% of the responses

• Men made more sarcastic remarks

•Men expressed negative attitudes towards CTC

“Maybe if they put Justin Bieber on each pack of smokes then people will maybe quit smoking lol”

“Pathetic if you need an app to help you quit smoking.”

Discussion• The CTC Facebook page is supportive.• Moderators play a key role.• Facebook can engage young adults.• Men were more likely to express sarcasm.

Discussion• CTC Facebook page is used for self-reflection.•Various tobacco use experiences were shared. •Quit successes were commonly shared.

Conclusion• CTC Facebook page is supportive.• Facebook warrants inclusion in tobacco control efforts.• More research is needed. • Evaluation (e.g., pragmatic designs)• Gender-based research• Social support as moderator between social

media use and cessation

Acknowledgements• Administration and development: • Stephanie Filsinger (Propel Centre for Population Health Impact)• Dr. David Hammond (School of Public Health and Health Systems, University

of Waterloo)• IMP Canada

•Funding• Health Canada, Federal Tobacco Control Strategy (Agreement #: 6549-15-

2011/8300125)• Canadian Institutes of Health Research (CIHR) (Grant #: MOP-130303)• Canadian Cancer Society Research Institute (Grant #: 2011-701019)

Thank you!