Problem: Research Gap in Driving Smoking Cessation Medication Uptake
An October 2024 article in Annals of Internal Medicine urged stakeholders, including clinicians and academia, to engage in innovative research that may result in a meaningful reduction of smoking and eventual cessation. For their part, the Clinical Addictions Research Laboratory at the University of Chicago designed a study to measure the effectiveness of research communication tools in driving participant uptake of a smoking cessation medication.
Solution: Animated Education to Explain Addiction Science and Reduce Medication Fears
As a key feature of the study design, Diffusion Studios was engaged to create a 2D animated video that explained how cigarette smoking becomes an addiction and provided an overview of currently approved smoking cessation medications. The video intended to alleviate fears and concerns associated with smoking cessation medication. This was accomplished by ensuring the content explains complicated science behind addiction and how these medications work in an engaging and accessible manner.
Results: Video-Based Onboarding Tested for Engagement and Behavioral Impact
The animated health education video is being used in A/B testing. One group of study participants views this video as part of their onboarding, and one group does not. Following the onboarding, researchers measure whether participants enjoyed the video, felt like they learned something, and if it resulted in attitude/behavioral change as it relates to the use of smoking cessation medication.
When asked what the University of Chicago liked most about working with Diffusion Studios:
“Quick responses and turnaround time, willing to work with our crazy schedule.”
– S. Miller, Research Coordinator, University of Chicago – CARL
Key Takeaways
- Diffusion Studies has partnered with the University of Chicago.
- Animated health education videos can help make complex addiction science more accessible.
- Clear, engaging communication tools may reduce fears around smoking cessation medications.
- The University of Chicago is A/B testing educational videos into study onboarding and measuring engagement and behavior change.
Sources
- H Warraich, et al. Opportunities for Innovation in Smoking Cessation Therapies: A Perspective from the NIH and FDA. Annals of Internal Medicine. DOI: 10.7326/ANNALS-24-02318 (2024).
- https://www.uchicagomedicine.org/find-a-clinical-trial/clinical-trial/irb241204