She r r y Pagoto, PhD Pr ofe ssor , Division of Pr e ve ntive - - PowerPoint PPT Presentation
From Surveillance to Intervention: Using Social Media for Skin Cancer Prevention She r r y Pagoto, PhD Pr ofe ssor , Division of Pr e ve ntive and Be havior al Me dic ine Co- F ounde r , UMass Ce nte r for mHe alth and Soc ial Me
She r r y Pagoto, PhD Pr
, Division of Pr e ve ntive and Be havior al Me dic ine Co- F
, UMass Ce nte r for mHe alth and Soc ial Me dia
90% 77% 51% 35%
pub lic he a lth me ssa g e s
e duc a tio na l o r se lf-ma na g e me nt pro g ra mming to g ro ups o f pa tie nts
Rus & Cameron, 2016, accompanying comment Pagoto & Waring, 2016
T a nning b e ds a Gro up 1 c a rc ino g e n a lo ng with to b a c c o , a rse nic , a nd ra do n
(I ARC, 2008)
T he numb e r o f c a se s o f skin c a nc e r a ttrib uta b le to indo o r ta nning (~450,000) no w e xc e e ds the numb e r
(~360,000). (We hne r e t a l 2014)
E xtra c te d 4,691 twe e ts in 1 we e k tha t me ntio ne d the wo rds: “ta nning b e d”
“ta nning sa lo n”
41% re po rt e a g e rne ss to g o ta nning 12% a re c o mpla ints fro m ta nne rs a b o ut the e xpe rie nc e 11% re po rt a b urn o r o the r injury 6% re po rt fa lling a sle e p in the ta nning b e d 9% ma king fun o f ta nning o r pe o ple who a re ta n 4% c o mme nt fro m ta nning sa lo n e mplo ye e
4% me ntion the har ms of tanning
1% a nti-ta nning le g isla tio n 11% use the te rms in c o nve rsa tio n o n a no the r to pic
tweets are by tanners
witte r, with simple ke ywo rds
ta nning a re b y ta nne rs, fe w a re pub lic he a lth me ssa g e s
a nne rs a re re po rting b urns, injurie s, a nd o the r risky b e ha vio rs (e .g ., fa lling a sle e p)
Using T
re tro spe c tive ly pulle d fo r 1 ye a r (2013) fro m T witte r K e ywo rd fo r indo o r ta nning (i.e ., “ta nning b e d,” “ta nning sa lo n,” “ta nning g ym,” “indo o r ta nning ”) a nd a ke ywo rd fo r b urning (i.e ., “b urn,” “b urnt,” “frie d,” “sunb urn”)
Seidenberg, Pagoto et al 2015 Transl Behavioral Medicine
se c o nd re vie we r c o de d 5%
re po rte d a b urn inc urre d fro m a ta nning b e d
Seidenberg, Pagoto et al 2015
So c ia l me dia c o nve rsa tio ns g ive us a windo w into the b e ha vio r a nd a ttitude s o f pe o ple with hig h risk b e ha vio rs
ta nning o ve r the time limit b e ing misle d b y sa lo n sta ff a c kno wle dg ing a ddic tio n purpo se ful b urning
25 skin c a nc e r o rg s F a c e b o o k Pa g e s with 900+ fo llo we rs (e .g ., Skin Ca nc e r F
13 mo nths = 753 po sts
Nosrati, Pagoto et al in prep
DON’ T WORK He a lth risks “T a nning inc re a se s yo ur risk fo r skin c a nc e r” DO WORK
So c ia l no rms “T a nning is so o ut o f style ! Na tura l skin is in!” Appe a ra nc e risks “T a nning c a use s wrinkle s, spo ts, a nd pre ma ture a g ing .” E mpha size a lte rna tive s “Spra y ta nning is a he a lthie r a lte rna tive to ta nning b e ds!”
Hillhouse et al 2008; Pagoto et al 2010
Pe rsua sive stra te g ie s F e a r = 38% So c ia l no rm a ppe a ls= 21% Myth b uste r =8% Ce le b rity sto rie s = 8% Humo r = 4% Se lf-e ffic a c y b uilding = 2% Me ssa g e a ppe a l Skin c a nc e r risk 88% Appe a ra nc e 12%
Me ssa g e type 73% dida c tic 27% na rra tive E ng a g e me nt Me a n like s/ po st= 137.58 Me a n sha re s/ po st= 136.05 Co mme nts/ po st= 5.84
Disc o nne c t b e twe e n me ssa g e s a nd the e vide nc e . Who is the a udie nc e ? Are me ssa g e s re a c hing the pe o ple who ne e d the m mo st?
Pe o ple a t hig h risk
Pub lic he a lth o rg a niza tio ns
Smo ke fre e .g o v study: twe e te d a to o lkit to use rs who twe e te d a n inte re st in q uitting smo king
(K e e fe e t a l 2016)
E ng ag e me nt with dire c t twe e ts was ne arly 5 time s g re ate r than b ro adc ast twe e ts
T he major ity of tanne r s ar e be twe e n the age s 14 – 30. In 27 state s, par e ntal c onse nt laws ar e in plac e that r e quir e par e nts to sign a pe r mission slip for the minor to tan. T e e ns ofte n initiate indoor tanning with the ir moms. T e e ns who have tanne d with mom star t at an e ar lie r age and ar e mor e like ly to be c ome habitual tanne r s.
We pa rtne re d with 40 hig h sc ho o ls in T e nne sse e via Sc ho o l He a lth Co o rdina to rs, who c o uld a ssist us in re c ruiting mo the rs o f te e n g irls.
inte re ste d in skin c a nc e r pre ve ntio n, wa nt to inve st in mo re c o mpre he nsive he a lth e duc a tio n fo r pa re nts
Co o rdina to r inte rvie ws (n=19, re pre se nting 40 hig h sc ho o ls) indic a te d tha t me nta l he a lth (stre ss, b ullying ), sub sta nc e a b use (to b a c c o , a lc o ho l, pre sc riptio n drug s), a nd o b e sity (physic a l a c tivity, nutritio n) we re the to pic s o f hig h inte re st. F
sub sta nc e a b use , o b e sity, me nta l he a lth, a nd he a lthy pe e r re la tio nships a s to pic s o f hig h inte re st.
Give the m what the y want and what the y ne e d
1 ye a r F a c e b o o k “se c re t” g ro up fo r mo ms o f te e n g irls 75% o f po sts fo c use d o n to pic s o f hig h inte re st 25% o f po sts fo c use d o n skin c a nc e r pre ve ntio n
R01 CA192652 PI: Buller/Pagoto/Baker
Ra ndo mize d tria l c o mpa ring two F a c e b o o k-de live re d c o nditio ns ta rg e ting mo ms (n=2000) o f te e na g e da ug hte rs:
e e n he a lth fe e d in whic h 25% o f me ssa g e s a re o n the risks o f indo o r ta nning vs 75% o the r he a lth to pic s
e e n he a lth fe e d in whic h 25% o f me ssa g e s a re o n
Prima ry o utc o me : mo m’ s willing ne ss to a llo w da ug hte r to g o indo o r ta nning a nd mo m a nd da ug hte r indo o r ta nning
R01 CA192652 PI: Buller/Pagoto/Baker
T he ma jor ity of ta nne r s a r e be twe e n the a g e s 14 – 30.
F
he ld to ide ntify to pic s o f inte re st a nd inte rve ntio n mo da lity. Surve y o f 100 yo ung a dult fe ma le ta nne rs o n T witte r to de te rmine if we c a n re c ruit the m o n T witte r a nd to ve rify the to pic s o f inte re st a nd inte rve ntio n mo da lity.
Pilo t fe a sib ility study in whic h yo ung wo me n (n=60) who ha ve twe e te d a b o ut indo o r ta nning will b e re c ruite d to e nro ll in a pro g ra m in whic h the y re c e ive e mb e dde d inte rve ntio n (25% o f twe e ts will b e re la te d to indo o r ta nning , 75% re la te d to to pic o f inte re st)
Pe o ple use so c ia l me dia to ta lk a b o ut he a lthy a nd unhe a lthy b e ha vio r.
1. E xpa nd the re a c h o f pub lic he a lth e ffo rts 2. E mb e d he a lth me ssa g ing into pe o ple ’ s da ily ro utine s 3. I nc re a se o ur impa c t.