Leveraging Big Data to Improve Health Awareness Campaigns: A Novel Evaluation of the Great American Smokeout

@inproceedings{Ayers2016LeveragingBD,
  title={Leveraging Big Data to Improve Health Awareness Campaigns: A Novel Evaluation of the Great American Smokeout},
  author={John W. Ayers and J Lee Westmaas and Eric C. Leas and Adrian Benton and Yunqi Chen and Mark Dredze and Benjamin M. Althouse},
  booktitle={JMIR public health and surveillance},
  year={2016}
}
BACKGROUND Awareness campaigns are ubiquitous, but little is known about their potential effectiveness because traditional evaluations are often unfeasible. For 40 years, the "Great American Smokeout" (GASO) has encouraged media coverage and popular engagement with smoking cessation on the third Thursday of November as the nation's longest running awareness campaign. OBJECTIVE We proposed a novel evaluation framework for assessing awareness campaigns using the GASO as a case study by… CONTINUE READING
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