Learning Objectives: Compare advertising strategies for Quitline programs by different state department of health. Assess types of advertising and the resultant call volume, quit attempts, and quit rates. Compare type of advertising by cost per quit attempt and per successful quit.
Abstract: The American Cancer Society Quitline has contracted with the Colorado Department of Public Health and Environment, South Dakota Department of Health, Texas Department of Health, Tulsa City County Department of Health, and the Vermont Department of Health to provide their callers with a choice of services to help in their quit attempt. During the initial contact with the Quitline, demographic information including source of the Quitline phone number is gathered from callers. Callers are assessed for their stage of change and willingness to quit within 30 days. Analysis of 3-month follow-up information on all treatment groups will be presented. Findings will include, but are not limited to, self-reported cessation rates, medication use, level of participation, satisfaction with service, recruitment, referral, promotion or outreach, promotion/advertising/outreach costs, and effectiveness. The relationships between these variables will also be explored. For example, in the month of February 2002, 1,486 callers contacted Quitline from these five geographies. Callers who heard about the number via news ranged from 4.8% to 9.3%, advertising ranged from 35.7% to 52.7%, and referrals ranged from 37.9% to 53.8%.
Each State will present specific examples of their advertising and/or outreach campaign and the analysis work that lead up to the creation of that effort. The analysis presented as part of overall findings will demonstrate which approaches are most cost-effective in reaching callers in various stages of change and in the maturity of a telephone-counseling program.
Back to Advertising for Successful Quitline Results
Back to Media and Communications Strategies
Back to The 2002 National Conference on Tobacco or Health