wouldurather... Contest Report

Transcription

1 2018 wouldurather... Contest Report

2 When we were planning the contest, we set forth with two main goals. The first was to ensure wouldurather was delivered as an equity enhancing intervention, and the second was to mobilize contestants to share their stories and give and get social support. To ensure populations with an inequitable burden of tobacco use had access to wouldurather, we wanted to be strategic about how Leave The Pack Behind and TCAN social media ad funds could be used to prioritize reaching young adults working in the trades and sales and service sectors, or identifying as male, Indigenous, or LGBTQ2S+. To do this, we used an algorithm (created by our evaluation genius Amanda Kirkwood) that was based on prevalence rates, population sizes, and a rigorous analysis of past ad performance, to allocate all social media ad funds. As a result of using this algorithm and including better, more accurate intake questions about gender from the Toronto Health Equity project 1, 1 in 2 contestants identified as a member of a priority population this year. The investment by TCANs, PHUs, and Leave The Pack Behind in social media ads as a recruitment mechanism yielded remarkable success. Overall, at least 53% of wouldurather contestants registered for the contest through a tailored social media ad, and on average, the cost per registration was less than $10. These ads became a forum for young people to tell their stories, share the contest with friends, and ask questions about quitting. To unite these conversations, we created our first ever private Facebook group and invited wouldurather contestants to join to create a community of quitters working towards a shared goal (for a glimpse at these conversations, check out page 5). TCAN and PHU efforts undoubtedly contributed to the fact that the proportion of non-student registrants grew substantially this year (48% of contestants vs. 21% last year). Now that we re reaching more community young adults, we can work together to identify ways to engage harder to reach populations next year to continue to ensure wouldurather is a community-building, equity-enhancing intervention. We hope this report demonstrates to you how much your hard work, investment, and collaborative partnership impacted Ontario young adults rates of quitting, reducing, and refusing tobacco. In this report you ll find a highlevel provincial summary of how many people registered and who they were (Pages 3-5). Our Thanks, Lindsay Taylor ltaylor2@brocku.ca Jennifer Ryder jryder2@brocku.ca 1 Adapted from materials developed by Human Rights and Health Equity Office, Sinai Health System for the Toronto Central LHIN Measuring Health Equity project (torontohealthequity.ca) LEAVE THE PACK BEHIND :: 2018 wouldurather... Contest Report 2 5

3 Provincial Overview TOTAL REGISTRANTS 8, VS. 7, REGISTRANTS BY CATEGORY QUIT FOR GOOD KEEP THE COUNT PARTY WITHOUT THE SMOKE DON T START & WIN 4,462 in ,137 in ,017 in in in in ,669 in ,055 in ,976 SMOKERS VS. 3,169 (2018) SMOKERS (2017) In 2018, the number of smokers in the contest (specifically those in Quit For Good & Keep The Count) almost doubled compared to 2017! This success can be attributed to a province-wide investment in social media ads with strong cessation messages and overt smoking imagery tailored to populations with high smoking rates. For more about which populations with high smoking rates registered, please see page 4. LEAVE THE PACK BEHIND :: 2018 wouldurather... Contest Report 3 5

4 Priority Populations 1 in 2 contestants identified as a member of a priority population.* 40.2% LGTBQ2S+ The substantial increase in the proportion of wouldurather registrants belonging to the LGBTQ2S+ community (40.2% vs. 8.1% in 2017) was due to the coordinated, tailored social media marketing approach and Leave The Pack Behind s adoption of the Toronto Central LHIN Measuring Health Equity project measure. This measure offered more inclusive response options for questions about gender and sexual orientation. 20.0% SKILLED TRADES & SALES/SERVICE Young adults working in the skilled trades and sales and service sectors were one of the identified priority populations this year, resulting in a significant investment by TCANs + Leave The Pack Behind in ads tailored for and delivered to this audience. Outcomes of this investment were positive with the proportion of contestants in these fields doubling compared to last year (9.1% in 2017). 6.5% FRANCOPHONE With French or bilingual print and social media ads being used in French speaking communities across the province, the proportion of contestants identifying as Francophone remained unchanged from last year. 3.9% INDIGENOUS Despite an increased and significant investment in tailored social media ads written by an Indigenous young adult, the proportion of contestants in wouldurather who are Indigenous fell this year (5.4% in 2017). Exploration about the receptivity of Indigenous young adults to social media ads and smoking cessation contests is a priority for % ARMED FORCES Growing awareness of wouldurather among Canadian Armed Forces communities coupled with a revised and improved intake question resulted in an increased representation of this population in the contest (1.7% in 2017). * Priority population is defined as: Francophones, Canadian Armed Forces (including Royal Military College, reserve or reservists, civilian spouse / family member), LGBTQ2S+, Indigenous and skilled trades & sales/services workers/trainees. LEAVE THE PACK BEHIND :: 2018 wouldurather... Contest Report 4 5

5 Community of Quitters The first ever Facebook support group for wouldurather... contestants was launched with great success! WHY? To unite contestants working towards a shared goal. HOW? Moderated by student Social Media Influencers working for Leave The Pack Behind. WHO? 250 active members participated, invited friends to join, and turned to the group in times of cravings and personal hardship. Quit day! Last night I had my last cigarette. Put my patch on and called it a day. Today I m coughing like crazy. Kinda weird how I was never coughing like this while smoking. Trigger #1 I learned was coffee in the morning. Cigarettes and coffee go together like peanut butter and jelly. *sigh* I can do this! Today I m going to do some crafts and cleaning to help keep my hands busy! Stay strong people! And remember why you re going down this journey! Erika Anneli It s been 7 long days but I did it! Starting with the withdrawal now. Not the easiest yesterday I craved more then ever! Starting my third week of patches today! Crossing fingers this gets easier. I m trying my greatest and seeing a lot of the stories on this group has been inspiring. So THANK YOU all for helping me! I ve made a change this far not for myself but others around me as well! Keep trying and you will succeed! Dakota Próst WHAT? 2,000+ engagements (see details below) I ve been vape- and cigarette-free for a month now. The free nicotine patches, the messaging, and the support from this group have been an outstanding help. Thank you so much for what you re doing. Michael Brulotte Posts 163 Comments 745 Reactions 1,396 LEAVE THE PACK BEHIND :: 2018 wouldurather... Contest Report 5 5