Pilot Phase of the Be He@lthy, Be Mobile Project
Project Director: Maria Caridad H. Tarroja
Funding Agency: World Health Organization (WHO)
This study sought to lead the development/adaptation and pilot testing of culturally appropriate content (SMS-based text messages) that would be utilized to implement the mCessation intervention in the Philippines, which was part of the “Be He@lthy, Be Mobile” initiative. The output covered the complete range of messages and algorithms within the tobacco portfolio (inclusive of smokeless tobacco and smoked tobacco) and was intended to be simple, clear and easily adaptable to tobacco-related cultural norms and practices in the Philippines.
Based on the focus group discussion conducted, key points about the content of the text messages among those who participated in the pilot program were that helpful messages were those that had sufficient length and could use colloquial language; explained the benefits of quitting smoking; had a strong impact; and provided alternatives to smoking. To improve the text messages, they suggested that the messages have greater clarity and include relevant visual content. Those who had not yet participated in the program described helpful messages as being those that were brief and direct; explained the benefits of quitting smoking; had a strong impact; and provided concrete help. With regard to the process of text messaging, those who participated in the program said that proper timing of delivery and quick response time were helpful; they suggested that more strategic timing of messages would improve the process. Those who had not yet participated in the program likewise felt that proper timing of delivery would be helpful in the process of text messaging.
Key words: tobacco portfolio, tobacco-related cultural norms and practices, culturally appropriate content, SMS-based text messages, pilot testing