Problem/Objective: To develop a culturally appropriate, effective cessation campaign for Utah's Hispanic/Latino population.

Methods: The Utah Department of Health launched an innovative, reality-based campaign in November of 2006 in Hispanic print, radio and TV.

Four persons and their families (not actors), who were ready to quit smoking, were recruited to participate. Over the course of the next four months, a camera crew recorded this group's progress, difficulties, frustrations and relapses during their attempts to quit smoking. These unprompted, genuine testimonials and reactions provided content for multiple media.

These recordings culminated in a 30-minute documentary that aired on Hispanic and mainstream TV. Subsequently, the four individuals were featured in statewide PR efforts to publicize the documentary, the issue of smoking among Hispanics and the Utah Spanish Tobacco Quit Line.

Results: Monthly calls to the Spanish Quit Line increased by up to six times. (Survey evaluation results pending.)

The four participants quickly became local celebrities in their communities. Because "real" people were used, the campaign helped inspire social support in Utah's Hispanic community for quitting.

Conclusions: Reality-based marketing can be an effective strategy for tobacco cessation messaging to the Hispanic community.