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VapingNCT07767929

Evaluating Narrative Vaping Prevention Video Ads for Adolescents and Young Adults

A study testing Acted-Out Narrative Ads and Non-Acted-Out Narrative Testimonial Ads in people with Vaping, run by UNC Lineberger Comprehensive Cancer Center at 2 sites in United States.

Not yet recruiting

Opening soon. The study is approved but enrolment has not started yet. Sites may already take enquiries.

Sites and contacts
Official record
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Trial summary

The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Read more about this study

Who is it for?
Ages 13 to 20 yearsHealthy volunteers can take part
Conditions the study is for
Vaping
What is being tested?
Acted-Out Narrative Ads and Non-Acted-Out Narrative Testimonial Ads
Could I receive a placebo?
No, everyone receives an active treatment
How many people
1,910 participants
Where
2 sitesUnited States
Study dates
Sep 2026to Aug 2028
Phase
Interventional
Are there results?
Not yet: the study is under way

Key requirements

Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.

  • Ages 13 to 20 years
  • All sexes
  • Healthy volunteers accepted
  • Child, Adult

Who may be able to join

  • Age 13-20 years old.
  • Current vaper or at risk of vaping. Participants will be considered as a current vaper if they report using e-cigarettes in the past 30 days. Participants will be considered as "at-risk of vaping" if they answer anything other than "definitely not' to 3 screening items assessing their susceptibility to vaping (e.g., "If one of your best friends were to offer you a vape, would you use it?" Response options: definitely not, probably not, probably yes, definitely yes).
  • Live in the United States

Who cannot join

  • Younger than 13 years or older than 21 years.

Trial locations and contacts

2 sites in 1 country. Contact the study team or a site near you to ask about taking part.

Victoria Triana contact

919-984-0000

Victoria_Triana@med.unc.edu

Caroline Ritchie contact

Caroline_Ritchie@med.unc.edu

United States2 sites

  • University of North Carolina, Chapel Hill

    Chapel Hill, North Carolina, 27599

  • Fairfield University

    Fairfield, Connecticut, 06824

    Ran Tao, PhD, 203-254-4000, rantao599@gmail.com

    Ran Tao, PhD

Other trials in United States

About this study

The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.

Read the detailed description

Study Rationale: Health communication campaigns are an evidence-based approach to preventing and reducing tobacco product use. Narrative messaging is widely used in public health campaigns, but research is lacking to identify which specific objective message features drive narrative persuasion. This study examines whether acted-out plots improve message engagement and reduce psychological reactance among youth. Setting \& Recruitment: Adolescent and young adult participants will be recruited by Qualtrics Services. Participants who are 18 to 20 years old and are eligible for the study will view a consent form as part of the survey and check a box to indicate that they agree to participate in the study. For minor participants, Qualtrics will recruit parents of 13-17-year-olds, so they will receive the survey invitation with the parental permission/consent form. From there, parents will be asked to pass the survey to their child. Once the participant has completed the consent/assent process, they will be able to begin the survey. Procedures: Eligible participants will complete a baseline screener assessing demographics and vaping product use. They will then be randomized in one of three conditions and view 3 video advertisements in a random order from their assigned group. Immediate post-ad measures will assess affective and evaluative responses, followed by a post-exposure questionnaire measuring vaping risk beliefs and behavioral susceptibility. After the survey, participants will view a debrief page linking them to The Real Cost website with information about tobacco use harms. The survey will take 15-20 minutes.

Conditions
Vaping
Being tested
Acted-Out Narrative Ads, Non-Acted-Out Narrative Testimonial Ads, Neutral Control Videos
Keywords
Vaping prevention, Health communication, Tobacco Use
Medical subject headings
Vaping, Tobacco Use

What participants receive

What participants receive. In a randomised study each person is assigned to one group by chance.

  • Acted-Out Narrative AdsBehavioural

    Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).

  • Non-Acted-Out Narrative Testimonial AdsBehavioural

    Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.

  • Neutral Control VideosBehavioural

    Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.

Study groups in NCT07767929
Study groupRoleWhat they receive
Condition 1ExperimentalActed-Out Narrative Video Ads
Receives: Behavioral: Acted-Out Narrative Ads
Condition 2ExperimentalNon-Acted-Out Narrative Video Ads
Receives: Behavioral: Non-Acted-Out Narrative Testimonial Ads
Condition 3Active comparatorControl Videos
Receives: Behavioral: Neutral Control Videos

What is being measured

The primary outcome is the main question the study is designed to answer.

  1. Message engagement

    Assessed using a standard 3-item self-report scale (e.g., " I could picture myself in the scene of the events described in the ad", "I was mentally involved while watching the ad"). Responses are scored on a 1-5 Likert scale, with higher averaged scores indicating deeper engagement.

    Measured: Baseline (after each video exposure)

Secondary outcomes (5)

  1. Perceived Message Effectiveness

    The 3-item perceived message effectiveness scale assesses the extent to which participants perceived the vaping prevention video ads as effective. Response options are on a 5-point scale from 1="Not at all" to 5="A great deal". The overall scale score is determined by averaging scores from the 3 items, with higher scores representing higher perceived message effectiveness.

    Measured: Baseline (after each video exposure)

  2. Negative Affect

    Negative Affect is measured via a 3-item scale assessing negative affects (e.g., "How much do these ads make you feel anxious/ Disgusted/Scared ") on a 1-5 scale, with higher scores representing higher negative affect.

    Measured: Baseline (after each video exposure)

  3. Psychological Reactance

    Evaluated using a single-item measure of message resistance ( " How much does this ad annoy you? ") scored on a 1-5 scale, with higher scores representing higher reactance.

    Measured: Baseline (after each video exposure)

  4. Vaping Susceptibility

    Evaluated using a 3-item index evaluating future intentions (e.g., "Do you think you will use an e-cigarette or vape in the next year?") scored on a 1-4 response scale, with higher scores representing vaping susceptibility.

    Measured: Baseline (after each video exposure)

  5. Vaping beliefs

    Evaluated using an 8-item index evaluating future intentions (e.g., " If you vape, how likely or unlikely is it that you will… Become addicted to vaping/ Breathe in dangerous chemicals?") scored on a 1-5 response scale, with higher scores representing higher vaping beliefs.

    Measured: Baseline (after each video exposure)

Timeline

From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.

  1. First posted17 Aug 2026
  2. Study startSep 2026 (estimated)
  3. Primary completionAug 2028 (estimated)
  4. Study completionAug 2028 (estimated)

Resources

More details

For doctors and researchers: how the study is designed, who runs it, and its registry IDs.

Study design
Study type
Interventional
Phase
Phase N/A
Primary purpose
Prevention
Allocation
Randomised
Intervention model
Parallel groups
Masking
None (open label)
Enrolment
1,910 participants (estimated)
IDs, dates and publications
ClinicalTrials.gov ID
NCT07767929
Sponsor's protocol ID
24-2140-B
Other IDs
U54DA060049
Status last verified
Sep 2026
First submitted
11 Aug 2026
Last updated
2 Sep 2026
Results posted
No
Data monitoring committee
Yes
FDA-regulated drug
No
FDA-regulated device
No

Questions about this trial

What is this clinical trial studying?

A study testing Acted-Out Narrative Ads and Non-Acted-Out Narrative Testimonial Ads in people with Vaping, run by UNC Lineberger Comprehensive Cancer Center at 2 sites in United States.

The full registered description is in the About this study section and the official record.

Who may be eligible to take part?

The sponsor lists 3 inclusion and 1 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.

Is this clinical trial currently recruiting?

The record says: opening soon, as of the sponsor's last update on 2 Sep 2026. Status can change between updates, so confirm with the study contact before making plans.

Where is the study taking place?

The record lists 2 sites in United States. Whether a site is taking part right now should be confirmed with that site. See every site.

What are the possible benefits and risks?

They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.

Are results available for this study?

This study is still under way. Results are not available in the source record yet.

How can a doctor refer a patient or contact the research team?

Contact Victoria Triana (919-984-0000, Victoria_Triana@med.unc.edu), or a site near the patient. AzTrials does not enrol participants or take referrals.

What does the primary outcome measure?

Message engagement (time frame: Baseline (after each video exposure)). It is what the study was designed to measure, not a finding.

Where can I read the original study information?

On the ClinicalTrials.gov record for NCT07767929.

Does a listing mean the treatment is approved or proven to work?

No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.

How often is this information updated?

AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 2 Sep 2026.

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