How Not Blowing Smoke Eclipsed Still Blowing Smoke

/How Not Blowing Smoke Eclipsed Still Blowing Smoke

We love the publication in PubMed titled “Campaigns and counter campaigns: reactions on Twitter to e-cigarette education” as it takes a look at the metrics of campaign efforts between the California Department of Public Health’s campaign called Still Blowing Smoke and our response that launched within an hour of it, called Not Blowing Smoke. You can grab a full copy of it from our site.

BACKGROUND

Social media present opportunities for public health departments to galvanise interest in health issues. A challenge is creating content that will resonate with target audiences, and determining reactions to educational material. Twitter can be used as a real-time surveillance system to capture individuals’ immediate reactions to education campaigns and such information could lead to better campaigns in the future. A case study testing Twitter’s potential presented itself when the California Department of Public Health launched its ‘Still Blowing Smoke’ media campaign about the potential harmful effects of e-cigarettes. Pro-e-cigarette advocacy groups, in response, launched a counter campaign titled ‘Not Blowing Smoke’.

This study tracked the popularity of the two campaigns on Twitter, analysed the content of the messages and determined who was involved in these discussions.

METHODS

The study period was from 22 March 2015 to 27 June 2015. A stratified sampling procedure supplied 2192 tweets for analysis. Content analysis identified pro, anti and neutral e-cigarette tweets, and five additional themes: Marketing Elements, Money, Regulation/propaganda, Health, and Other. Metadata were analysed to obtain additional information about Twitter accounts.

RESULTS

‘Not Blowing Smoke’ was referenced more frequently than ‘Still Blowing Smoke’ on Twitter. Messages commonly objected to government regulation of e-cigarettes, refuted claims that e-cigarette manufactures were aligned with big tobacco, and touted the health benefits of e-cigarette use. E-cigarette companies and vape shops used campaign slogans to communicate with customers on Twitter.

By | 2018-01-31T22:58:06+00:00 March 31st, 2017|Categories: News, Not Blowing Smoke|Tags: , , , , , , |0 Comments

About the Author:

Stefan switched from smoking to vaping in 2012 and has been a vocal and active supporter and advocate for vapor products and tobacco harm reduction and is frequently seen testifying in front of state and local legislators and policy makers. Outside of Stefan’s legislative and PR efforts, including the creation of the #notblowingsmoke website and movement, he is mostly known for working out of the world’s most famous home office. Stefan has been featured in many articles and interviews on the subject of vapor products, electronic cigarettes, and harm reduction, including professor Stanton Glantz’ Tobacco Control blog at the University of California, San Francisco.

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