Key Points: Smokers are not only consumers of tobacco products but also consumers of cessation products and services. If providers begin to consider them as consumers, perspectives, strategies and approaches change. This panel will provide a consumer point of view on successful tobacco cessation marketing and approach strategies. One panelist will highlight the smokers' journey to permanent cessation and outline strategies that attract and engage the smoker while attempting to motivate successful cessation activities. Become an EX, a new public-private partnership has been recently piloted in four cities. Data from the response to a multi-pronged public education program will be presented. The impact on the pilot cities on smoker self-efficacy, calls to quitlines and internet traffic will be summarized. An overview of Ohio's strategies for state cessation approaches targeting special populations, a description of partnerships w/employers, health plans and a hospital system, and the balance of cost versus demand for quality services will be discussed. Social marketing strategies used in a national promotion campaign aimed at 18 to 29 year olds will be described.

Learning Objectives: Understand a consumer perspective on cessation

Increase awareness of cessation strategies at city, state, and national levels

Benefits: Participants will learn practical ways to improve tobacco control programs and activities and

can apply knowledge gained from the presentations into cessation strategies in tobacco control.