Ohio Northern UniversityDigitalCommons@ONU

Pharmacy Faculty Scholarship Pharmacy

7-2018

#drugfree: Using Social Media Advertisements toSpread Health on a College CampusAmy M. FanousOhio Northern University, a-fanous@onu.edu

Benjamin D. AronsonOhio Northern University, b-aronson@onu.edu

Jessica L. HinsonOhio Northern University, j-hinson@onu.edu

Lindsey M. PetersOhio Northern University, l-peters@onu.edu

Breanna R. MeinzerOhio Northern University

See next page for additional authors

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Part of the Other Pharmacy and Pharmaceutical Sciences Commons, Other Public HealthCommons, and the Social Media Commons

This Poster is brought to you for free and open access by the Pharmacy at DigitalCommons@ONU. It has been accepted for inclusion in PharmacyFaculty Scholarship by an authorized administrator of DigitalCommons@ONU. For more information, please contact digitalcommons@onu.edu.

Recommended CitationFanous AM, Aronson BD, Hinson JL, Peters LM, Meinzer BR, Woods ZT, Rush MJ. #drugfree: Using social media advertisements tospread health on a college campus. Poster presentation at the 2018 American Association of Colleges of Pharmacy Annual Meeting,Boston, MA.

AuthorsAmy M. Fanous, Benjamin D. Aronson, Jessica L. Hinson, Lindsey M. Peters, Breanna R. Meinzer, Zachary T.Woods, and Michael J. Rush

This poster is available at DigitalCommons@ONU: https://digitalcommons.onu.edu/phar_faculty/56

AmyM.Fanous,PharmD,BCACP;BenjaminD.Aronson,PharmD,PhD;JessicaL.Hinson,PharmD,BCACP;LindseyM.Peters,PharmD,BCPS;BreAnnaR.Meinzer,PharmD;ZacharyT.Woods,PharmD,MichaelJ.Rush,PharmD,BCACP

#drugfree: Using Social Media Advertisements to Spread Health on a College Campus

REFERENCES

BACKGROUND

OBJECTIVE

StimulantMisuse•  Almosttwo-thirdsofcollegestudentsreportbeingofferedprescriptionstimulantsfornon-medicaluse

•  30%ofcollegestudentshavemisusedRXstimulants1

TobaccoUse•  36.5millionAmericansaredependentontobacco

•  Smokingisaleadingpreventablecauseofdeath2

SocialMedia•  88%ofadultsaged18-29useanyformofsocialmedia

•  Facebookisthemostpopularplatforminthoseaged<65years

•  Significantplatformsforthose18-24yearsareSnapchat,Instagram,andTwitter3

Toimplementanovelsocialmediacampaignaimedatreducingprescriptionstimulantmisuseandtobaccouseincollegestudents

METHODOLOGY IMPLICATIONS

•  Socialmediareachesalargeaudiencemakingitauniqueplatformtodistributepublichealthmessages

•  Increasingfrequencyandavailabilityofeducationalcontentonsocialmediaplatformscreateseasilyassessablemessages

•  Positivelyframedmessagesresultedinmorepositivesentiment

•  Moreresearchisneededtounderstandthelong-termeffectsoftheseinterventionsonbehavior

1.  Garnier-DykstraMAetal.Nonmedicaluseofprescriptionstimulantsduringcollege:Four-yeartrendsinexposureopportunity,use,motives,andsource.JAmCollHealth.2013;60(3):226-234.

2.  Smoking&TobaccoUse.CentersforDiseaseControlandPrevention.2018.Availablefrom:https://www.cdc.gov/tobacco/data_statistics/fact_sheets/index.htm

3.  SocialMediausein2018.PewResearchCenter.2018.Availablefrom:http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

Examplesofsocialmediaadvertisements

Socialmediamessagingdevelopedusingprinciplesof

behaviorchange,communication,andgraphic

design

Adspacewaspurchasedonsocialmediaplatforms

includingFacebook,Twitter,andSnapchat

Analyticswerecollectedfromsocialmediaplatformsregardingmessage

reach

Post-campaignsurveyadministeredto

conveniencesampleofstudentson

campus

RESULTS

LIMITATIONS •  Imageswerenotpilottestedpriortouseon

socialmedia•  Socialmediaadvertisementsandthepost-

campaignsurveyweredistributedtostudentsatONUandmaynotbeapplicabletootherpopulations

31,945Impressions

18,290Impressions

147Views

Demographics %(n)

Age18 19 20 21 22 23 24 25

11.4(13) 33.3(38) 24.6(28) 12.3(14) 9.7(11) 3.5(4) 1.8(2) 3.5(4)

EnrollmentArts&Sciences Business Engineering Pharmacy

24.6(28) 7.9(9) 12.3(14) 55.3(63)

GenderMale Female Variant/Non-Conforming NotListed

42.5(48) 55.8(63) 0.9(1) 0.9(1)

SocialMediaEngagement

96

45

10 18

8

51

0

20

40

60

80

100

120

TobaccoMessage StimulantMessage

MessageSentiment

PositiveNeutralNegative

OTHER INFORMATION

•  TheauthorsacknowledgeErickaKurtzforhersignificantcontributionstothisproject

•  ThisstudywasapprovedbyOhioNorthernUniversity’sInstitutionalReviewBoard

•  Theauthorsofthisprojecthavenorelevantfinancialrelationshipstodisclose

OPPORTUNITY

•  ONUHealthWiseisapharmacist-led,multi-disciplinaryclinicthatprovideseducationandhealthservicestothecampusofONUandthesurroundingcommunity

•  Socialmediaadvertisingofferstheabilitytodeliverpublichealthmessagestospecificlocationsand/ordemographicgroups