the impact of social media and mobile technology on smoking cessation: recent findings from a...

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12-week social gameto quit smoking

Rin Gomura-ElkanSocial Code@Socialcode_io

The social way to quit smokingGoalpost uses the power of social networks, game mechanics and medical research to help people become smoke-free.

Developed in consultation with:- New Zealand’s Quitline- North American Quit Consortium

The Problem

Source: U.S. Department of Health and Human Services. 2014. American Lung Association. 2014.

Smoking is the leading preventable cause of death.

Total number of youth + young adults who started smoking increased from 1.9 million in 2002 to 2.3 million in 2012.

Severity of nicotine addiction is greater amongst those who start smoking at an early age.

Rising use of e-cigarettes.

Smartphone Ownership● Smartphones use continues to rise in the US. ● Ownership highest among those aged 25-34 at

78% and 18-24 age group at 75%. ● 58.5% or 192.4 million US consumers are

predicted to own a smartphone by 2016. ● Time spent on social media:

o 31% - smartphoneo 18% - desktop computer

Nielsen. 2013. Mobile Majority: U.S. Smartphone ownership tops 60%. eMarketer. 2012. Smartphones Continue to Gain Share as US Mobile Usage Plateaus. DeFelice, R. 2012. Social Media Dominates Smartphone Internet Time, Accounting for Almost One-Third of Minutes. GfK USA Research.

Nicotine AddictionUp to 12 weeks of abstinence from smoking is required for a former smoker’s brain receptor levels for nicotine to match those of nonsmokers.

Whitten, L. 2009. Abstinent Smokers' Nicotinic Receptors Take More Than a Month to Normalize. National Institute on Drug Abuse. Retrieved from

The SolutionGoalpost: A 12-week ‘game’ with challenges and support along the way, helping users to stay motivated throughout the quit process.

How it works

Leaderboard

Peer support + coach

Helping others

Results● Beta launch in July 2012● 7000+ GoalPost users ● 23%^ quit rate ● Average user is 21 years old

^Majority of users have combined offline treatment (NRT, Chantix, etc) with the social network, persuasive technologies and expert advice provided through GoalPost.

Quit Rate Comparison

Tasks lead to engagement

Goalpost is free + availablePlease use it!

www.goalpost.it

Free ResourcesDownload at www.goalpost.it/resources

#YTHLIVE

Thank YouGoalpost.it

Rin Gomura-ElkanSocial Code

@Socialcode_io