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

John W Ayers   ¹ , PhD, MA ;   J Lee Westmaas   ² , PhD ;   Eric C Leas   ³ , MPH ;   Adrian Benton   ⁴ , MS ;   Yunqi Chen   ⁵ , B A ;   Mark Dredze   ⁴ , PhD ;   Benjamin M Althouse   ^{6, 7} , PhD,ScM

¹ Graduate School of Public Health, San Diego State University, Chula Vista, CA, United States

² American Cancer Society, Behavioral Research Center, Atlanta, GA, United States

³ University of California San Diego School of Medicine, La Jolla, CA, United States

⁴ Human Language Technology Center of Excellence, Johns Hopkins University, Baltimore, MD, United States

⁵ Bryn Mawr College, Bryn Mawr College, Philadelphia, PA, United States

⁶ Santa Fe Institute, Santa Fe, NM, United States

⁷ New Mexico State University, Las Cruces, NM, United States