Capitalizing on the Social Networks of Tobacco Users

NCTOH Abstract Title: Capitalizing on the Social Networks of Tobacco Users Presenter: Becky Pearce Audience: State public health departments Key Points: The QuitLink campaign is founded in the research which indicates that quitting smoking is directly linked to the social networks of which an individual is a part. The desire to quit using tobacco and the success at which that is accomplished happens in groups, whether it is family, friends, co-workers, or online communities. By creating a virtual support network via online social networking sites, this campaign sought to capitalize on this principle and the relationships of the tobacco user. In addition to the social networking component, an integrated media campaign was launched in order to increase awareness of the online community. Building on past research and success with a testimonial approach to reach adult smokers, the QuitLink media components (television, radio, and web) used emotional stories with real, empathetic people who live in similar lifestyles. This helps smokers to envision themselves being successful in their quit attempts and – most importantly – see themselves experiencing the benefits of being smoke-free. Educational Experience: The audience will learn how to use social media as a tool for connecting tobacco users in order to improve quitting success. Designing and implementing an integrated counter-marketing media campaign as well as analyzing social media tools for increased participation will also be addressed. Benefits: They would learn about how to begin working toward having an online support for people in their states who want to quit.