Lessons Learned From Telltale Testimonies: A Descriptive Study Assessing Coverage of the Tips From Former Smokers Campaign on YouTube

Abstract

ABSTRACT Background Tobacco use and dependence alongside environmental tobacco exposure collectively form a leading cause of morbidity and mortality for the global population. Several clinical and public health interventions have sought to address this growing epidemic on both micro and macro levels. One national campaign, Tips From Former Smokers was prominent across the tobacco cessation landscape. Implemented by the U.S. Centers for Disease Control and Prevention, this campaign garnered coverage and engagement across the national population and also on virtual spaces via social media platforms in our digital era. Purpose This study is the first of its kind to critically examine sources and formats as well as assess the nature of content covered across the widely viewed videos pertaining to this campaign on YouTube. Prior studies have analyzed this campaign’s content on Facebook and Twitter. Method This study was cross-sectional, descriptive, and observational in design and involved conducting a content analysis of the most popular videos covered on the campaign across YouTube. Results Videos pertaining to health and aesthetic effects stemming from the sequelae of smoking, environmental tobacco exposure, and comorbidities with smoking attracted the most views. The majority of the widely viewed videos on the campaign were in the form of testimonials. There was scant coverage on tips and strategies for cessation across the videos. Discussion We present several clinical, campaign and systemic implications from these findings. We also propose recommendations for further considerations in future campaign development and implementation that build off the limitations and draw on the strengths of the Tips From Former Smokers campaign in addressing tobacco use and dependence as well as environmental tobacco exposure as targets for future cessation interventions. Translation to Health Education Practice In addition, we further delineate recommendations that account for health equity, diversity, and inclusivity considerations in coverage of content that could heighten engagement, relatability, connectivity, and acceptability of content by viewers worldwide. A AJHE Self-Study quiz is online for this article via the SHAPE America Online Institute (SAOI) http://portal.shapeamerica.org/trn-Webinars.