Using Digital Technologies to Reach Tobacco Users Who Want to Quit: Evidence From the National Cancer Institute's Smokefree.gov Initiative

Abstract

The rapid growth of smartphone ownership and broadband access has created new opportunities to reach smokers with cessation information and support using digital technologies. These technologies can both complement and be integrated with traditional support modalities such as telephone quitlines and 1-on-1 clinical cessation counseling. The National Cancer Institute's Smokefree.gov Initiative provides free, evidence-based cessation support to the public through a multimodal suite of digital interventions, including several mobile-optimized websites, text messaging programs, and 2 mobile applications. In addition to digital resources directed at the general population, the Smokefree.gov Initiative includes population-specific resources targeted to adolescents, women, military veterans, Spanish speakers, older adults, and other populations. This paper describes the reach and use of the Smokefree.gov Initiative's resources over a 5-year period between 2014 and 2018, including how users interact with the program's digital content in ways that facilitate engagement with live counseling support. Use of Smokefree.gov Initiative resources has grown steadily over time; in 2018 alone, approximately 7−8 million people accessed Smokefree.gov Initiative weband mobile-based resources. Smokefree.gov Initiative utilization data show that people take advantage of the full range of technology tools and options offered as part of the Smokefree.gov Initiative's multiplatform intervention. The Smokefree.gov Initiative experience suggests that offering different, complementary technology options to meet the needs and preferences of smokers has the potential to meaningfully expand the reach of cessation treatment.

Women’s Preferences for Body Image Programming: A Qualitative Study to Inform Future Programs Targeting Women Diagnosed With Breast Cancer

“…In line with previous research (Phillips et al, 2017(Phillips et al, , 2019, online was identified as a favorable mode of delivery among some participants. The use of technology as a mode of delivery could provide an opportunity to reach a larger target population (Prutzman et al, 2021) and may open the door for a more diverse crowd of participants and instructors/facilitators.…”

Insights From the SmokeFree.gov Initiative Regarding the Use of Smoking Cessation Digital Platforms During the COVID-19 Pandemic: Cross-sectional Trends Analysis Study

“…It should be noted that discrepancies in the timing and magnitude of increases and decreases in traffic on SmokeFree digital platforms could be attributed to several factors-mainly the medium of the platform, the aim of the public health effort, and the target audience. However, despite the modest increases and decreases in SmokeFree traffic, these changes are meaningful due to the reach of SmokeFree platforms [35]. It is well documented that the impact of public efforts (eg, interventions) are a product of reach and effectiveness [71].…”

“…One such suite of digital platforms that is freely available to smokers in the United States is the National Cancer Institute's SmokeFree.gov initiative (SFGI) [33,34]. Initially, the SFGI had a single website that launched in 2003 [35]. The SFGI now has multiple platforms, including the main SFGI website, 6 social media accounts, 2 mobile apps (ie, QuitGuide and quitSTART), and 6 SMS text messaging interventions.…”

“…The SFGI now has multiple platforms, including the main SFGI website, 6 social media accounts, 2 mobile apps (ie, QuitGuide and quitSTART), and 6 SMS text messaging interventions. Around 7-8 million smokers use SFGI platforms every year, and these platforms have an estimated efficacy that ranges from approximately 10% to 30% [35]. The SmokeFree website hosts information on all SFGI smoking cessation programs.…”

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“…Prutzman et al 16 describe how the widespread adoption of the Internet and mobile technologies has transformed how individuals seek information about health topics, including quitting smoking, creating the impetus for innovation. In complement to live support through telephone-based quitlines, website-and mobile-based smoking cessation interventions provide an opportunity to significantly expand public access to evidence-based treatment.…”