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Abstract
Although cigarette smoking in the United States has declined steadily for several years, the use of smokeless tobacco (ST) products is increasing, especially among youth. There is a need for innovative, validated, and widely applicable low-cost interventions to facilitate ST awareness and cessation. The Chewer's Choice™ program, an interactive computer-mediated intervention (ICMI), was designed to help ST users quit by providing a user-friendly and personalized approach. To appeal to a predominantly male client base, the graphic user interface utilized a baseball field design to engage the client in the quitting process. Subjects (N = 50) were recruited via print and radio media and given brief instructions on use of the program. After their sessions, subjects received printed quit plans tailored to their tobacco use profiles and were asked to complete process evaluation surveys. At 6-week follow-up, 85% had made a quit attempt, and 58% of subjects reported they were able to quit for at least 24 hours. Evaluation of short-term ST cessation outcomes, consumer satisfaction measures, and reviews by expert consultants were positive. The potential for ICMI in ST awareness and health interventions in education, worksite, or clinical settings is discussed.