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Addressed evaluation goals and 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

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

  • 1. Addressed evaluation goals and 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