The effect of endorsement by local opinion leaders and testimonials from teachers on the dissemination of a web-based smoking prevention program

Abstract

The effect of endorsement by local opinion leaders and teacher testimonials on dissemination of a web-based program to prevent smoking was tested in a group-randomized 2 x 2 factorial post-test-only design with 394 junior and senior high schools. Schools were assigned to condition by region served by local tobacco control coalitions. Visits to the 'Consider This' (CT) website were recorded. Teachers at 226 schools completed a post-test. More schools receiving the opinion leader letter had visits to the website by teachers (12%) than schools not receiving it (4%, P = 0.015). More teachers at schools receiving the testimonials reported reading the materials (29%) than those not receiving them (22%, P = 0.059). Testimonials created more intentions to use CT (49% testimonials, 35% no testimonials, P = 0.047). Testimonials may be effective at increasing teachers' exposure to the promotional materials but recommendations from opinion leaders appear to convince some teachers to visit and assign students to use it.