Video Messages for Smoking Cessation Campaign

Developing, Evaluating and Testing Video Messages for a Smoking Cessation Campaign Among Mongolian Adults

240 adult smokers will be recruited. Subjects will be asked to view video messages that encourage smoking cessation. The effect of these videos will be assessed.

Study Overview

• Status: Not yet recruiting
• Conditions: Smoking Cessation
• Intervention / Treatment: Behavioral: Developing, Evaluating and Testing Video Messages for a Smoking Cessation Campaign; Behavioral: Health Message Framing

Detailed Description

This study will use a parallel, two-arm randomized control trial design. After consenting to participate in the study, Participants will be invited to fill out the online questionnaire form which will include one randomly selected ad exposure. The participation in the study will contain three parts: pre-test, video-ad stimuli, and post-test. Pretest will contain questions on the demographic information and readiness to quit smoking. Video ad stimuli segment will contain the selected video ad. The posttest will contain the manipulation check, readiness to quit smoking, message engagement, and PME questions. A randomization table will be generated using Research Randomizer software (ResearchRandomizer.org; Social Psychology Network) and subjects will be randomized to video ad 1 or video ad 2 in permuted blocks of 2.

The video ads are a part of the "Victory" media campaign designed for the tobacco cessation clinical project in Mongolia. Each video ad ends with the slogan "Every attempt is a victory".

Video Ad 1. This video ad was designed using a loss-framed message and emphasized the costs of continuing to smoke (losses) demonstrating the severe negative health consequences of smoking (e.g., complicated COVID-19, ICU hospitalization). The main actor in the ad is a famous young male Mongolian singer.

Video Ad 2. The video emphasized the benefits of quitting (gains) using a female actor.

After the viewing of the video ad participants will be asked to report reaction by completing an online posttest survey.

• Study Type: Interventional
• Enrollment (Estimated): 240
• Phase: Not Applicable

Contacts and Locations

• Study Contact: Name: Pramil Singh, PhD; Phone Number: 15744 909 558 1000; Email: psingh@llu.edu
• Study Contact Backup: Name: Bolormaa Purevdorj, MPH, DrPH(c); Phone Number: 909 558 1000; Email: bpurevdorj@students.llu.edu

Participation Criteria

Eligibility Criteria

• Ages Eligible for Study: Adult
• Accepts Healthy Volunteers: No

Description

Inclusion Criteria:

• Eighteen years and older
• Current smoker every day or some days
• Has smoked a minimum of 100 cigarettes in a lifetime

Exclusion Criteria:

• Non Smokers
• Must have internet access to complete questionnaires

Study Plan

How is the study designed?

Design Details

• Primary Purpose: Prevention
• Allocation: Randomized
• Interventional Model: Parallel Assignment
• Masking: Single

Number of Arms

2

Arms and Interventions

Participant Group / Arm	Intervention / Treatment
Experimental: Loss-framed message; Loss-framed message. This 54-second video advertisement employs a loss-framed message, highlighting the detrimental costs associated with continued smoking, including the severe negative health impacts such as increased vulnerability to complications from COVID-19 and the likelihood of ICU hospitalization. The main focus of the ad is a well-known young male Mongolian singer, who serves as the central figure conveying the message.	Behavioral: Developing, Evaluating and Testing Video Messages for a Smoking Cessation Campaign; To explore how smokers reacted to the gain-framed and loss-framed video ad; Other Names: Health message framing effects on attitudes, intentions and behavior
Experimental: Gain-framed message; Gain-framed message. In this 59-second video advertisement, the emphasis is on highlighting the gains associated with quitting smoking. The narrative follows a female protagonist who, one year after quitting, meets with her physician. The physician highlights the client's improved lung X-ray and blood test results compared to the previous year, offering congratulations on the decision and celebrating the positive health outcome. Encouraged by this progress, the client is motivated to continue making positive lifestyle choices.	Behavioral: Health Message Framing; Gain- framed messages in health communication are constructed by framing a particular outcome as either a benefit or a cost, relative to a specific reference poin; Other Names: Message framing

What is the study measuring?

Primary Outcome Measures

Outcome Measure	Measure Description	Time Frame
Message Engagement	Subjects will complete a 3 question survey indicating identification with the video message, that will be measured on a 5 point Likert Scale. 1 indicates strong disagreement. 5 indicates strong agreement. The question responses will be added up and a mean will be calculated to create an overall message engagement score.	Immediately post-video message view.

Secondary Outcome Measures

Outcome Measure	Measure Description	Time Frame
Readiness to Quit Smoking	The question will use a 10-point slider to determine how ready a participant is to quit smoking within the next 30 days.	Change between pre-exposure and post-exposure to video message, an average of 3 days

Collaborators and Investigators

• Sponsor: Loma Linda University

Study record dates

Study Major Dates

• Study Start (Estimated): May 1, 2024
• Primary Completion (Estimated): March 1, 2025
• Study Completion (Estimated): April 1, 2025

Study Registration Dates

• First Submitted: February 13, 2024
• First Submitted That Met QC Criteria: February 21, 2024
• First Posted (Actual): February 28, 2024

Study Record Updates

• Last Update Posted (Estimated): March 4, 2024
• Last Update Submitted That Met QC Criteria: March 1, 2024
• Last Verified: March 1, 2024

More Information

Terms related to this study

• Other Study ID Numbers: Mongolia

Plan for Individual participant data (IPD)

• Plan to Share Individual Participant Data (IPD)?: NO

Drug and device information, study documents

• Studies a U.S. FDA-regulated drug product: No
• Studies a U.S. FDA-regulated device product: No