Study of Ads to Help Adults Quit Both Cigarettes and E-cigarettes Comparing Messages to Quit Simultaneously or One After the Other

What this Trial Is About

This research evaluates the effectiveness of communication campaign advertisements designed to encourage adults who currently use both cigarettes and e-cigarettes to quit. The study compares two approaches quitting both products at the same time versus quitting cigarettes first and then e-cigarettes. It is a pilot study conducted with adult dual users in the United States to better understand how different quitting messages influence quit intentions. Participants are randomly assigned to one of two groups. One group receives three cycles of six ads encouraging simultaneous quitting of cigarettes and e-cigarettes, while the other group receives six ads encouraging sequential quitting, starting with cigarettes. The ads are delivered once per day over five weeks. Along with the ads, participants complete brief daily surveys about their quitting intentions and behaviors. During the study, participants answer surveys at baseline, weekly during the ad exposure, and at two follow-up time points after the ads end Days 21 and 35. Researchers collect data on intentions to quit smoking and vaping, quit attempts, and instances of forgoing cigarettes or e-cigarettes. The study monitors participants responses to the ads to understand which communication strategy might better support quitting efforts. Total study participation lasts five weeks.

Pilot Study of Communication for Dual Users of Cigarettes and E-cigarettes