Problem/Objective: To increase calls to the California Smokers' Helpline from the African American/African Immigrant population.

Methods: AATEP collaborated with the California Smokers' Helpline and the American Cancer Society to develop a campaign emulating the Great American Smokeout. The campaign targeted four counties—Alameda, Los Angeles, San Bernardino, and Kings. These counties were selected because of high smoking prevalence rates, or a willingness and commitment to participate, or because of established relationships and partners. Staff recruited and maintained a GAAS campaign committee. The committee advised on material development and campaign strategies. Ads were created and placed in movie theaters, newspapers, at community centers, clinics, and churches in African American neighborhoods in October and November 2005. In addition to quit kits mailed out to callers from the Helpline, AATEP mailed out a supplemental kit separately with coupons for NRT and other promotional items. Also included were African American tobacco education materials specifically created for the campaign such as a pledge form for quitting, a pledge for a support person, mini-hand bill with the Smoker' Helpline information, and posters.

Results: Calls by African Americans during the campaign's months increased 42 percent over the number of calls during the same months in the prior year.

Conclusions: Overall, AATEP's GAAS campaign seems to have helped encourage African Americans to call the Smokers' Helpline. The program was evidence of AATEP's commitment to engaging the African American and African Immigrant communities throughout California in campaigns to reduce the use of tobacco products.