Problem/Objective: With extremely high rates of spit tobacco use by men and boys, West Virginia has conducted the Through With Chew Campaign for twelve years. We felt the need to revitalize this program and run it year-round to obtain greater public awareness.

Methods: With assistance from our media contractor, the Division of Tobacco Prevention and our partners chose a new project name, designed TV and print media and new educational materials to comprehensively address adults and youth with different messages. A series of ads reaching youth were designed to appeal to appearance issues and dating relationships. The adult ads focused on the cultural issue of "passing down" the using of spit tobacco from one generation to the next. The ads featured father/son relationships in hunting and fishing scenes, as well as athletic venues. The "Save Face" phrasing plays on the concern of facial attractiveness and also medical issues and embarrassment factors. Several networks of tobacco prevention specialists developed school-based and community-based activities to complement the program.

Results: The new campaign is Save Face---Stop Spit Tobacco! The campaign features statewide TV spots and local print media. There has been an increase in spit tobacco users calling the state Quit Line, and in dentists and dental hygienists counseling patients in cessation.

Conclusions: The revitalized program has a new, more modern look, resulting in greater response from the public and health professionals. We feel we are reaching more people with the new campaign.