Learning Objectives: Identify key stages and components of a successful reality-based media campaign
Abstract: In September 2001, the Utah Department of Health launched its adult Tobacco Quit Line. To promote this, UDOH needed an innovative media campaign that would capture the state's attention, affect tobacco-related attitudes and behaviors, and encourage calls to the line.
We began with focus groups as part of the preliminary research. Among other things, we found smokers wanted honest, hopeful messages from people they trusted...like other smokers. Based on this, seven Utah smokers were recruited to participate in the nation's first Reality-TV smoking cessation campaign. We followed them and created 3-4 spots weekly as they progressed through cessation programs. For three months we watched as they shared quitting strategies, frustrations, and successes. Additional community promotions and public relations were used to reinforce the impact of the TV ads. A follow-up campaign was implemented six months after the launch to reinforce the positive results.
In addition to measuring weekly Quit Line call volumes, UDOH conducted a telephone survey of 500 randomly selected smokers. The data showed 84% of respondents recalled the advertisements and 64% of respondents reported making at least one quit attempt because of the campaign. Most respondents said they related to the quitters' experiences.
The campaign is an example of an effective, low cost media campaign that can easily be adapted to other states' needs. This session will provide an overview of the literature and research that directed our messages. We'll also review the campaign advertisements. We will discuss the campaign's implementation and identify components that increased its effectiveness.
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