Learning Objectives: Identify lessons learned on implementing a cost-effective cessation campaign
Abstract: Knowing that twenty-seven percent of adult males and nineteen percent of adult females in Mississippi currently smoke, The Partnership for a Healthy Mississippi felt the need to provide cessation assistance to tobacco users. This need results in a grant provided to I.Q.H., Information and Quality HEALTHCARE. I.Q.H. implemented the Tobacco Quitline MISSISSIPPI for anyone interested in kicking the habit. The Quitline offers information, educational materials and support to callers with one-on-one counseling provided by master's level counselors. After completing three years of operation, The Partnership and the Tobacco Quitline MISSISSIPPI, we have learned various lessons from its marketing efforts.
Lessons learned from placement and distribution of advertising dollars: 1) The Partnership rolled out its first phase of marketing with the focus on radio and outdoor print. Results were minimal, so back to the drawing board we went. 2) Our next phase included a television campaign with an ad purchased from the library of the Centers for Disease Control. The results showed an eighty-six percent increase of calls received by the Quitline. A major lesson learned- consistency. 3) Knowing that an increase was possible, The Partnership approved a year long flight schedule with placement being three-weeks on followed by four-weeks off. As expected, the results were excellent. The staff of the Quitline received over 18,000 new inquiries and follow-up calls.
Presentor will share additional insight and lessons learned on implementing a cost-effective cessation campaign.
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