Methods: A twelve week media campaign was aired by three television stations with complete coverage to 16 counties and partial coverage to another seven counties. The remaining 32 counties received no coverage and served as control counties. Enrollment data was collected for a thirteen week period for the year of the intervention and for the same thirteen weeks for a year prior to the intervention to adjust for seasonal enrollment fluctuations. A one year return on investment was calculated by projecting health care and lost productivity cost savings compared to campaign investment. Changes in referral sources were measured as a result of the campaign.

Results: 15.6% increase in enrollment in areas of total exposure, while partial exposure counties experienced an 8.6% increase. Counties with no exposure had enrollments 12% lower than the previous year due to decreased funding to sponsor the Quitline. Therefore, total coverage counties experienced a net enrollment 30.9% higher than if there had been no campaign; while partial coverage counties experienced a 22.6% increase. Referrals from the Media category averaged 3.4 times the percentage of referrals as in the year prior to the Campaign. The one year Project Return on Investment was $4.46 for each $1 invested.

Conclusions: A media campaign utilizing a real life smoking-induced cancer victim is an effective tool for increasing quitline enrollments and referrals, while also showing a positive return on investment.