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Trial registered on ANZCTR
Registration number
ACTRN12624000885594
Ethics application status
Approved
Date submitted
7/06/2024
Date registered
19/07/2024
Date last updated
19/07/2024
Date data sharing statement initially provided
19/07/2024
Type of registration
Prospectively registered
Titles & IDs
Public title
Evaluating the reach and engagement of three anti-vaping messages among young Australian adults aged 18-34 through a social media campaign.
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Scientific title
Reach and engagement of three social media-based anti-vaping messages that is targeting young Australian adults aged 18-34 years
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Secondary ID [1]
312121
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None
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Universal Trial Number (UTN)
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Trial acronym
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Linked study record
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Health condition
Health condition(s) or problem(s) studied:
Health promotion
333783
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Vaping addiction
334322
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Vaping
334323
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Condition category
Condition code
Public Health
330452
330452
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0
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Health promotion/education
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Mental Health
330981
330981
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0
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Addiction
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Intervention/exposure
Study type
Interventional
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Description of intervention(s) / exposure
Two social media intervention messages will address the environmental risks associated with vaping and anti-vape industry sentiments. From an environmental perspective, the intervention will highlight that disposable vapes are difficult to recycle and, therefore, harmful to the environment. Regarding the anti-vape industry perspective, the intervention will stress that vape companies exploit the hard-earned money of young adults, which could be spent more wisely.
The A/B/C testing algorithm will be set to ensure the participants are evenly split in numbers by using the same advertisement costs for each and to ensure that only one of the three messages is 'pushed' to each participant's account. Therefore, the A/B/C testing is equivalent to randomisation and allocation concealment in a randomised design.
The campaign will span three months, and participants will receive a unique message from one of three ads at least once per day on their Facebook feed for the duration of the campaign. If there is no observed reach and engagement for a one-week period, we will cease data collection even if the three-month campaign period is not yet completed.
In this design, each participant will only be able to see one message on their Facebook feed. However, we cannot control which vape messages participants view, nor can we restrict the audiences from being exposed to a different vape message shared by their peers, different from the one to which they were originally randomised.
Each message will include a static text message with emojis and an image.
To monitor or assess adherence to interventions, data from Meta backend will be collected.
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Intervention code [1]
328570
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Lifestyle
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Comparator / control treatment
Given that health-themed messages are the most common perspective chosen for health promotion campaigns, the health risks perspective message will be defined as the control group. For this perspective, the intervention in the control group will emphasize that vaping does not relieve stress and may exacerbate it.
The A/B/C testing algorithm will be set to ensure the participants are evenly split in numbers by using the same advertisement costs for each and to ensure that only one of the three messages is 'pushed' to each participant's account. Therefore, the A/B/C testing is equivalent to randomisation and allocation concealment in a randomised design.
The campaign will span three months, and participants will receive a unique message from one of three ads at least once per day on their Facebook feed for the duration of the campaign. If there is no observed reach and engagement for a one-week period, we will cease data collection even if the three-month campaign period is not yet completed.
In this design, each participant will only be able to see one message on their Facebook feed. However, we cannot control which vape messages participants view, nor can we restrict the audiences from being exposed to a different vape message shared by their peers, different from the one to which they were originally randomised.
Each message will include a static text message with emojis and an image.
To monitor or assess adherence to interventions, data from Meta backend will be collected.
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Control group
Active
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Outcomes
Primary outcome [1]
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Engagement rate as a measure of effectiveness of anti-vaping messages,
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Assessment method [1]
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Measures of engagement will come from the social media backend data.
Reach is defined as the total number of unique individuals who view posts.
Engagement is defined as the total number of actions that people take involving posts, such as liking or re-posting.
The Engagement rate is calculated by using the engagement divided by the reach.
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Timepoint [1]
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For the 3-month duration of the ad campaign, from the beginning of the ad campaign until the end (3-month duration).
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Secondary outcome [1]
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Network size as a measure of effectiveness of anti-vaping messages,
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Assessment method [1]
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Measures of network size will come from will come from the social media backend data.
Each participant is represented as a node. If a participant interacts with a post from another person, a directional link is established between these two nodes. The number of nodes involved in the network determines the network size.
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Timepoint [1]
435020
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For the 3-month duration of the ad campaign, from the beginning of the ad campaign until the end (3-month duration).
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Secondary outcome [2]
435021
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Eigenvector centrality as a measure of effectiveness of anti-vaping messages for a specific participant.
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Assessment method [2]
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Measures of eigenvector centrality will be calculated by using the Rstudio. Data will be extracted from comments of the three themed posts (if applicable ) or from the social media backend data. Eigenvector centrality is used to measure each node’s personal network density, where personal network density is the degree to which a person’s ties are connected to one another.
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Timepoint [2]
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For the 3-month duration of the ad campaign, from the beginning of the ad campaign until the end (3-month duration).
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Eligibility
Key inclusion criteria
Facebook users located in Australia, who are in the target age range of 18 to 34 years old.
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Minimum age
18
Years
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Maximum age
34
Years
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Sex
Both males and females
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Can healthy volunteers participate?
Yes
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Key exclusion criteria
None
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Study design
Purpose of the study
Educational / counselling / training
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Allocation to intervention
Randomised controlled trial
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Procedure for enrolling a subject and allocating the treatment (allocation concealment procedures)
We will use the A/B/C testing function embedded in Meta Ads Manager to allocate one of the three test messages to viewers of a Facebook page. The algorithm for assigning a Facebook user to a message is a random process conducted from within Facebook. This random allocation process is not shown to the research team or users. Thus, assignment to the A/B/C condition is equivalent to randomisation and allocation concealment in a randomised design.
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Methods used to generate the sequence in which subjects will be randomised (sequence generation)
The A/B/C testing algorithm will be set to ensure that participants are evenly split in terms of numbers. The algorithm will be set to allow only one of the three messages to be ‘pushed’ to each participant’s account.
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Masking / blinding
Open (masking not used)
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Who is / are masked / blinded?
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Intervention assignment
Parallel
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Other design features
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Phase
Not Applicable
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Type of endpoint/s
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Statistical methods / analysis
The sample size has been calculated based on the chi-square test. The expected engagement rates are 4%, 7% and 7% for health, environment and anti-vaping themes, respectively. A sample size of 904 per group is required (n=2711 in total, alpha 0.05, 80% power).
Descriptive statistics for the three themed messages will summarise the reach and engagement metrics. Chi-square tests will be used to test the relationships between engagement and message themes, allowing for comparison across the three groups. In addition, network visualisations for the three themes will be used to depict diffusion networks according to the observed nodes and ties. The diffusion network will focus on drawing a complete network of participants involved in the campaign.
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Recruitment
Recruitment status
Not yet recruiting
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Date of first participant enrolment
Anticipated
1/08/2024
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Actual
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Date of last participant enrolment
Anticipated
1/11/2024
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Actual
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Date of last data collection
Anticipated
1/11/2024
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Actual
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Sample size
Target
2711
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Accrual to date
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Final
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Recruitment in Australia
Recruitment state(s)
ACT,NSW,NT,QLD,SA,TAS,WA,VIC
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Funding & Sponsors
Funding source category [1]
316478
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Charities/Societies/Foundations
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Name [1]
316478
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The Global Network for Academic Public Health
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Address [1]
316478
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Country [1]
316478
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United States of America
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Primary sponsor type
Individual
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Name
Robyn Gillespie. University of Wollongong
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Address
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Country
Australia
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Secondary sponsor category [1]
318653
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Individual
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Name [1]
318653
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Lisa Smithers. University of Wollongong
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Address [1]
318653
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Country [1]
318653
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Australia
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Secondary sponsor category [2]
318689
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Individual
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Name [2]
318689
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Alberto Nettel-Aguirre. University of Wollongong
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Address [2]
318689
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Country [2]
318689
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Australia
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Secondary sponsor category [3]
318698
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Individual
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Name [3]
318698
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Xiao Li. University of Wollongong
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Address [3]
318698
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Country [3]
318698
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Australia
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Ethics approval
Ethics application status
Approved
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Ethics committee name [1]
315272
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The University of Wollongong Human Research Ethics Committee
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Ethics committee address [1]
315272
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https://www.uow.edu.au/research-and-innovation/researcher-support/ethics/human-ethics/
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Ethics committee country [1]
315272
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Australia
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Date submitted for ethics approval [1]
315272
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Approval date [1]
315272
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23/04/2024
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Ethics approval number [1]
315272
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2023/219
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Summary
Brief summary
The purpose of this study is to implement and evaluate a health promotion campaign on social media, which aims to raise awareness of the potential impacts of e-cigarette (vaping) use among Australian youths. The campaign aims to use three types of messages to: - raise awareness of the potential impact of e-cigarette use on health outcomes - raise awareness of the potential impact of e-cigarette use on the environment - raise awareness of unethical industry behaviour promoting vaping The outcomes will assess overall engagement with social media message content, comparing engagement across different messages.
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Trial website
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Trial related presentations / publications
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Public notes
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Contacts
Principal investigator
Name
134190
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Prof Lisa Smithers
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Address
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School of Health and Society, Unviersity of Wollongong, Northfields Avenue, Wollongong NSW 2500
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Country
134190
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Australia
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Phone
134190
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+61 2 4221 5435
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Fax
134190
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Email
134190
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[email protected]
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Contact person for public queries
Name
134191
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Xiao Li
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Address
134191
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School of Health and Society, University of Wollongong, Northfields Avenue, Wollongong, NSW 2500
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Country
134191
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Australia
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Phone
134191
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+61 0 420 656 630
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Fax
134191
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Email
134191
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[email protected]
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Contact person for scientific queries
Name
134192
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Xiao Li
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Address
134192
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School of Health and Society, University of Wollongong, Northfields Avenue, Wollongong, NSW 2500
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Country
134192
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Australia
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Phone
134192
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+61 0 420 656 630
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Fax
134192
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Email
134192
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[email protected]
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Data sharing statement
Will individual participant data (IPD) for this trial be available (including data dictionaries)?
No
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No/undecided IPD sharing reason/comment
Ethical approval does not extend to sharing data.
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What supporting documents are/will be available?
No Supporting Document Provided
Results publications and other study-related documents
Documents added manually
No documents have been uploaded by study researchers.
Documents added automatically
No additional documents have been identified.
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