Learning Objectives: 1)Describe the integrated evaluation model used by the Oregon program 2)Describe results of cost-effectiveness study of media and calls to the Oregon quitline 3)Describe results of evaluation of school programs 4)List smoking-related characteristics of smokers of low socioeconomic status in Oregon 5)Describe how these findings were applied to program implementation
Abstract: Audience: State tobacco control program evaluators and administratrators.
Key points: Oregon's program is effective: from 1996 to 2001, consumption declined by 29%, 8th and 11th grade smoking declined 44% and 30% respectively. Calls to the statewide quitline increased 43% from 2000 to 2001.
The program uses an integrated evaluation model where in-house evaluation staff work closely with program staff, especially in key areas. Feedback to program staff results in appropriate program modifications.
Three examples of key areas are: 1)Media and Quitline: The quitline collects caller demographics, tobacco use data, and referral source. Calls are attributed to particular ads, and cost per call calculated. Results show that daytime TV is six times more cost-effective than evening TV. Data are used to plan media buys. 2) Schools: Eighth grade prevalence in funded schools declined signficantly more than in unfunded schools from 1999 to 2000 (16.6% to 13% in funded schools (p=.002), and 17% to 15.7% in unfunded schools (p=.47)). Further, among funded schools, completeness of program implementation was correlated with prevalence. Data were used to extend school program funding. 3) Disparities: Low SES smokers represent 27% of Oregon's population aged 25-64, but 46% of all smokers in this age group. Although desire to quit and quit attempts are comparable, high prevalence persists. Survey data will inform interventions targeted to this population.
Educational experience: Key points addressed through slide presentations. Discussion is encouraged to explore applications.
Benefits: Audience will gain understanding of benefits of integrating program and evaluation.
Back to The Oregon Program: Use of an Integrated Evaluation Model on Media and the Quitline, School Programs, and Disparate Populations
Back to Evaluation and Surveillance
Back to The 2002 National Conference on Tobacco or Health