Media based youth e cig prevention toolkit for community based organizations

KDH Research andamp Communication KDHRC submits this Fast Track SBIR proposal to develop and evaluate AVOID Anti Vaping Online Information Dissemination a media based online toolkit to support community based organizations CBO prevention programming against youth e cigarette e cig use Youth e cig use also known as vaping is a rapidly growing public health threat with use among high school students tripling from to and incidence rates rising E cigs are lithium battery powered devices with a heating element that turns a liquid generally containing nicotine into an aerosol for the user to inhale E cigs deliver nicotine which is highly addictive and negatively affects the developing teen brain E cigs also contain chemicals implicated in other negative health outcomes like popcorn lung and possible genotoxicity and neurotoxicity The bright colors and sweet flavors combined with aggressive and unrestricted marketing campaigns make e cigs particularly attractive and normalized to youth There are strong calls from government researchers and advocacy groups to develop e cig specific youth prevention efforts AVOID will be the first to meet these calls Youth serving CBOs will deliver AVOID At AVOID s core will be five broadcast quality public service announcement like brief educational videos BEVs for youth ages The BEVs will build youths knowledge heighten perceived risk promote protective attitudes and decrease future intentions to use e cigs Linked discussion guides DG will support CBO programming Web based promotion will provide AVOID fluidity to nimbly address an emerging public health issue by updating the AVOID materials as new research emerges and regulations change The content and evaluation of AVOID will be theory driven blending health communication and prevention theories to provide conceptual innovation and a solid foundation for memorable messaging that supports behavior change In Phase I we will create storyboards of one BEV and write its corresponding DG To establish feasibility we will copy test the storyboards to explore the relationship between BEV exposure and youth outcomes In Phase II we will create and copy test four additional BEVs write their corresponding DGs and program the entire AVOID online toolkit A randomized controlled trial will explore the efficacy of the AVOID toolkit when implemented in youth serving CBOs Our market research suggests a significant need and eager market and support from five statewide tobacco control programs myriad CBOs the Community Anti Drug Coalitions of America representatives from Boys and Girls Club of America Drug Free Communities and Partnership for Drugfree Kids further substantiate AVOID s programmatic importance and commercial potential E cigs popularity and normalization has thus far outpaced research on their safety and there is a tremendous gap in public health education regarding their potential health effects and long term consequences AVOID will be a video based online toolkit to support community based organizations CBO prevention programming against youth e cig use AVOID components will build youths knowledge heighten perceived risk promote anti e cig attitudes increase self efficacy to refuse e cigs and decrease intentions to use e cigs in the future