QuitNow Men: Smoking Cessation for Guys

Transcription

1 Welcome to today s webinar: QuitNow Men: Smoking Cessation for Guys John Oliffe, Jon Schmid Start time: 1:00 to 2:00 PM (EDT) For audio, call (647) (if you are located within the GTA) or call +1(866) (toll-free) When prompted, enter the access code: # If you are having technical difficulties, please call Brought to you by the Program Training & Consultation Centre in collaboration with The Lung Association British Columbia, the University of British Columbia and QuitNow Men. 1

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4 QuitNow Men SMOKING CESSATION FOR GUYS John Oliffe Jon Schmid

5 Research Team John L. Oliffe Joan L. Bottorff Gayl Sarbit Martha MacKay Blye Frank Cristina Caperchione Leanne Currie Paul Sharp Jack Boomer Sharon Hammond Jon Schmid Katrina Van Bylandt Andrew Munroe Sean Stolp Maria Lohan Funding: Canadian Cancer Society (Grant #701615) BC Lung Association

6 Source:

7 Designing Smoking Cessation Resources for Guys Phase 1 Consultations with Men Website Development Phase 2 Phase 3 Phase 4

8 Consultations with Guys Main Motivations for Quitting Health and fitness Money Family Preferred Messaging Personal and relatable Positively framed Strong masculine tone Action oriented Humorous Interactive and Engaging Content Friendly competition Connects with peers who know what it s like

9 Design Principles

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11 Pick a Quit Date

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14 Quizzes

15 Interactive Video Drama Drama-based approach to engage viewers & influence health behaviours. Theoretical underpinnings: Social theory on gender norms, masculinity, cognitive learning, behaviour change Lohan et al. (2014)

16 Interactive Video Drama

17 Meet Nick

18 Potential Benefits Responsive to men s interest in real-life experiences with real men Promote anticipatory thinking Model skills with strong self-efficacy Influence men s beliefs about quitting through identification with central character

19 QuitNow Men: Does it Work? Phase 3 Pilot Testing (3 and 6 months) Phase 4 Launch (Jan 2015)

20 117 Men, years old Pilot Study Participants Smoking for an average of 24 years Smoked an average of 15 cigarettes a day

21 Website Usage

22 Usage and Helpfulness of Website Tools

23 Participant responses to IVDs: If I were Nick The videos made me think about issues I hadn t thought about before.

24 Website Satisfaction

25 Smoking Behaviour

26 Quit Confidence

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29 Concept Development

30 Target: The North

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32 Tactics

33 Earned Media

34 Results 880 Participants Large engagement spike during promo period Over 13,000 unique visitors to the contest page 900 visitors to the Community Forum

35 Who Participated? 96% male 72% daily smokers 55% between ages of % from Northern BC Fraser Interior Northern Vancouver Coastal Vancouver Island

36 How Did They Do? 22% Yes, I remained tobaccofree the whole time 78%

37 The contest motivated smokers who otherwise may not have made a quit attempt 40% In the past 12 months, previous to this contest, how many times did you stop smoking/using tobacco for at least 24 hours while trying to quit? 35% 30% 25% 20% 15% 10% 5% 0% This was my first time 1-2 times 3-4 times 5-6 times 7-8 times More than 8 times

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39 How can QuitNow Men TM be integrated with other men s heath promotion programs? What did you see in QuitNow Men TM that can be used in your work in promoting men s health?

40 Health Promotion Approaches for Men?

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