Speaking their Language. Sampling and Recruitment Strategies and Considerations from a Youth Tobacco Prevention Campaign Evaluation

Speaking their Language. Sampling and Recruitment Strategies and Considerations from a Youth Tobacco Prevention Campaign Evaluation

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  Addressed evaluation goalsand challenges:  Rescue Agency’s I-Base Survey™ for peer crowd measurement (5 peer crowds: Mainstream, Popular, Alternative, Hip-Hop, Country)  Online survey aiming for 800 VT teens total, 400 country  Online digital recruitment and survey less expensive and also effective for older teens  Country/non country split – 2 group comparison had enough statistical power and smaller sample size than 5 peer group comparison  Gift card incentive to promote interest and reduce time in field Approach Su r vey  20 questions, ~10 minutes  Survey Gizmo, offered on mobile and desktop  Administered for 10 weeks Lesso n s Lear n ed Sp eak in g th eir Lan gu age. Sam p lin g an d Recr u itm en t Str ategies an d C o n sid er atio n s fr o m a Yo u th T o b acco P r even tio n C am p aign E valu atio n Fond a Ripley, MHS, Jessica Holli, MPH, Eugenie Coakley, MA, MPH – John Snow, Inc. (JSI) Project Overview Engaging specific, hard to reach populations in evaluation can be challenging. JSI conducted an evaluation of a teen peer crowd segmented social marketing campaign implemented by the Vermont Tobacco Control Program to assess impact on tobacco use among country teens in Vermont. Resu lts Recr u itm en t Str ategies Analysis (N=824) : 264 Country (32%) 560 Non-Country Youth (68%) 687 (80%) Facebook & Instagram 124 (15%) Refer to Friends Link 46 (5%) Survey Ambassador Recruited 857 Total Survey Responses Tobacco Use • 19.5% Country Sample • 20.2% non- Country Sample D&D Brand Associated with Tobacco- Free Living • 73% Overall Sample • 73% Country Sample D&D Brand Appeal • Favorable View: 38% Overall , 41% Country • Neutral View: 57% Overall, 53% Country Down & Dirty Campaign (D&D Brand) Awareness • 50% Overall Sample • 51% Country Sample Acknowledgements • Vermont Tobacco Control Program (VTCP) • Rescue Agency– I-Base™ Collect solid data on peer crowds and tobacco use prior to the campaign • Potential reach and prevalence Plan 9-12 months for evaluation • Participatory evaluation planning • Coordinate with community partners & schools • Develop, test, field survey • Analyze and interpret findings Incentives important for promotion, but monitor responses for repeat takers, and fake takers Coordinate with community partners to engage youth in the survey through non-digital means • Survey ambassadors, events, print ads Assess dosage of the campaign Treat recruitment like a campaign Digital recruitment is efficient, but difficult to assess representativeness • Hard to reach young teens Country Teens 32% Non-Country Teens 68% Evaluation Objectives Obtain a representative sample of Vermont teens ages 13—19 (with enough statistical power) to: Compare tobacco use and campaign awareness among country teens and non-country teens Determine whether the campaign influenced tobacco use rates among country teens Campaign Overview • Down and Dirty segmented youth social marketing campaign by Rescue Agency • Based on formative research indicating high tobacco use among Vermont teen country peer crowd • Vermont country peer crowd, 13-19 years of age = intended audience • Aimed to disassociate tobacco use from county teen peer crowd • Used branded events, social media, video advertisements, brand ambassadors • Implemented 2013 – 2017 Evaluation Challenges • Size of campaign intended audience– country teen peer crowd – unknown • No baseline estimate of tobacco use among country teens for comparison • How to measure peer crowd affiliation among Vermont teens? • How to reach and engage country teens in the evaluation? • Time constraints for evaluation • Resource constraints—budget, schools off limits Digital Promotion • Facebook & Instagram Ads • Target audience • Chatbot • Micro Brand • Refer to Friends Print & In-Person Promotion • Flyers, palm cards • Country venues, events • Country teen survey ambassadors $10 Gift Card Recr u itm en t Resp o n se