Abstract B66: Utilizing communication preferences for smoking cessation with Native Hawaiian Pacific Islanders
Authors: Palmer Paula , Tanjasiri Sora Park , Lee Cevadne , May Vanessa Tui'one , Toilolo Tupou Sekona , Pang Kaiwi , Vaivao Dorothy Etimani S. , Orne Annette , Lepule Jonathan Tana , Sabado Melanie , Pike James , Cen Steven , Xie Bin 
Published: May 2015

Despite a general decline in cigarette smoking in the U.S., Native Hawaiian Pacific Islanders (NHPIs) experience higher prevalence rates and tobacco-related morbidity and mortality than most other ethnic groups. To inform the development of a theory-driven smoking cessation intervention for NHPI young adults, a group at high risk for progression to nicotine addiction, community researchers from five NHPI-led community-based organizations (CBOs) along with academic researchers collaborated on a community-based participatory research (CBPR) pilot study. Of 64 participating current smokers from 18 to 29 years of age, 61% were male, 76.6% were born on the U.S. Mainland, and 81.2% self identified as either Tongan or Samoan. Completion of high school/GED was the highest level of education for 58.1%, 25.8% had some college or post-high school training, and 6.5% completed a 2-year and 6.5% a 4-year college degree. Among participants, 44.3% were unemployed, 53.2% had no health insurance, and 50.9% could not afford medical care. Past month daily smoking was reported by 74.6%, 35.5% reported heavy intermittent smoking at least 20 days in the past month, 79.7% smoked menthol cigarettes, and 53.2% smoked more than 11 cigarettes daily. Past quit attempts had failed for 82.8%, 75% had tried to quit without a program or support, and 65.1% intend to try to quit in the next year. In terms of communication preferences, 93.8% had access to the internet and 79.7% could access a computer at least 4 days per week. While 46.9% had landline phone access, 93.8% had cell phones, and 93.7% felt confident using smart phones. With regard to social media and video site use, 92.7% reported using online social networking sites (sometimes to very often) with Facebook (95%), Twitter (44%), and YouTube (98.4%) the most frequently used sites. A summary of findings revealed high unemployment, relatively low education, and limited access to medical services for most, in addition to moderate to high cigarette use, past failed quit attempts, lack of cessation program support, high intention to quit, and familiarity with and high use of various communication modes. Guided by pilot results and CBPR processes, our smoking cessation program comprises: 1) an 8-module online curriculum with tobacco use education, quit tips, and maintenance strategies; 2) supportive and motivational text messages, 3) an internal online social support forum for participants to blog their challenges and successes, and 4) a weekly text/phone contact for participants with program staff. Given Facebook's high use, we have provided components 1-3 through a Facebook App designed expressly for the program. In addition, recruitment videos and quit smoking scenarios in the curriculum are available through YouTube. Facebook is also being used for broad advertisement of the intervention study in the NHPI community. Smoking cessation strategies for NHPI young adults should utilize design components and methods of delivery that are appealing and practical. Use of technology fits the lifestyle of young adult NHPIs and holds promise for scalable, cost effective methods of reaching populations at high risk for health disparities.

Citation Format: Paula Palmer, Sora Park Tanjasiri, Cevadne Lee, Vanessa Tui'one May, Tupou Sekona Toilolo, Kaiwi Pang, Dorothy Etimani S. Vaivao, Annette Orne, Jonathan Tana Lepule, Melanie Sabado, James Pike, Steven Cen, Bin Xie. Utilizing communication preferences for smoking cessation with Native Hawaiian Pacific Islanders. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr B66. doi:10.1158/1538-7755.DISP13-B66