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Web-based Tobacco Prevention TechFresh.org Kerren McDougal, EdD Center for Tobacco Prevention & Control Texas Tech University Health Sciences Center Lubbock, Texas Introduction Previous Prevention Experience College Health Behaviors Survey Background to Website Website Development

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Web based tobacco prevention l.jpg

Web-based Tobacco Prevention

TechFresh.org

Kerren McDougal, EdD

Center for Tobacco Prevention & Control

Texas Tech University Health Sciences Center

Lubbock, Texas


Introduction l.jpg
Introduction

  • Previous Prevention Experience

  • College Health Behaviors Survey

  • Background to Website

  • Website Development

  • Website Assessment


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Previous Tobacco Prevention Campaigns

  • Tasty, Delish

    • Based on Student Responses to Survey –Most students said they would rather not date someone who uses tobacco

  • Walt –Social Norms Campaign

    • Used the Social Norm -70% of Tech Students Don’t Use Tobacco

    • Character, Walt, as the Brand



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Previous Tobacco Prevention Campaigns

  • Surveyed students about Walt campaign

    • 72% of students had seen the campaign

    • Many students were ignoring the message

      • The character was distracting

      • Once students realized the campaign was about tobacco use they ignored the actual campaign slogan

    • The Walt campaign was also extremely expensive to maintain


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Health Behaviors Survey

  • Looked at overall health behaviors of college students

    • Tobacco use was negatively correlated with exercise for most students and healthy eating

    • Tobacco use positively correlated with alcohol use


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Other Issues at Texas Tech

  • School in a small southwestern city

    • Lubbock, Texas (population about 200,000)

    • Requires a little more work on the part of students to find activities

  • Students come from all over the state

    • 68% if the students come from large metropolitan areas in Texas

    • The other 32% come from small towns

  • Students always asking:

    • WHAT IS THERE TO DO IN LUBBOCK???


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Other Issues for College Students

  • College students are increasingly turning to the internet for health information (Escoffery, et. al., 2005)

  • We wanted to help students link health with activities that they consider fun


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TechFresh.org

  • Community website with information about:

    • Campus activities

    • Live music

    • Arts

    • Outdoor activities

    • Restaurants

    • Quizzes, games, articles etc.

  • Health messaging on:

    • Tobacco use

    • Alcohol use

    • Exercise

    • Nutrition

    • Basic safety etc.


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TechFresh.org

  • Information presented in a hip colorful format

  • User friendly

  • Health messaging designed to raise student’s awareness about health behaviors


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TechFresh.org

  • Developed by students and former students

  • Market Tested (student input & buy-in)

    • Presentations in highly trafficked areas on campus

      • Asked about presentation (aesthetics)

      • User friendly

    • Focus groups (variety of student groups)

      • Help with presentation

      • What should be included?


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TechFresh.org

  • Website Demonstration

    TechFresh.org


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TechFresh.org

  • Marketing

    • Events (Great American Smoke-out)

    • Newspaper articles in campus newspaper (University Daily)

    • T-shirts

    • Chap sticks

    • Frisbees

    • Demonstrations at campus health fairs

    • Future ideas: mouse pads, coasters, etc.



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TechFresh.org

  • Research (Baseline Survey)

    • Randomly sampled 1,000 entering freshmen

      • 337 responded (about 34% response rate)

    • Surveyed over the internet about:

      • Tobacco use

      • Exercise behavior

      • Demographic info

    • Received 1 free movie ticket for participation


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TechFresh.org

  • Research (Results)

  • Baseline Survey

    • 14.6% respondents currently used tobacco

      • 6.3% quit in the last 6 months, 4.3% quit more than 6 months ago, & 75% never used

    • 56% respondents exercised 3 to 5 times a week


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TechFresh.org

  • Research (Follow-Up Survey)

    • Respondents from baseline survey emailed

      • April 2005 (end of freshman year)

      • Still running by preliminary numbers

        • 242 respondents (72% response rate)

    • Asked about:

      • Tobacco use

      • Exercise

      • Demographic information

      • Website use (TechFresh)

    • Received 2 free movie tickets for participation


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TechFresh.org

  • Research (Preliminary Results)

  • Spring Follow-up Survey

    • 11.8% currently used tobacco

      • 6.6% quit in the last 6 months, 6.1% quit more than 6 months ago, & 75% never used (not significantly different from the percentages in baseline survey- tobacco use did not change)

    • 66.8% respondents exercised 3 to 5 times per week – (this is significantly more students then the baseline survey- exercise participation increased)


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TechFresh.org

  • Research (Preliminary Results)

  • Spring Follow-up Survey

    • About 11% of the respondents regularly used the websites

      • 93% of these students liked the website

      • 83% of these students exercised 3 to 5 times per week

        • 50% of these students initiated a regular exercise program in the last 6-months


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