The Center for Disease Control and Prevention’s (CDC) Office
on Smoking and Health (OSH) launched a groundbreaking campaign on March 15, 2012, to raise awareness of
the human suffering caused by smoking and to encourage smokers to quit. The
campaign is calledTips From Former Smokersand it featured real
people who have experienced a variety of illnesses stemming from tobacco use,
including cancer, heart attack, stroke, asthma, and Buerger’s disease. The ads
not only showed the toll that these smoking-related illnesses have taken on
these individuals’ lives, but they also provided encouragement to quit smoking
and information on how to access free help.
The campaign ads, which began airing on March 19th and ran nationally for
12 weeks, included television, radio, billboard, magazine, newspaper, theater,
and online placements. Facebook, Twitter, YouTube, and other channels helped spread
the campaign's messages more broadly, particularly among younger audiences.
The primary goals of the campaign were to:
OF THE CAMPAIGN
- Encourage smokers to quit and make available
help for those who want it, including calling 1-800-QUITNOW or visiting www.smokefree.gov for
- Build public awareness of the immediate health
damage caused by smoking and exposure to secondhand smoke
- Encourage smokers not to smoke around others and
nonsmokers to protect themselves and their families from exposure to secondhand
NTEC generated nearly 200,000 additional calls to state quitlines through
1-800-QUIT-NOW and over 400,000 unique visitors to www.smokefree.gov
. CDC expects that the
Campaign will surpass its goal of 500,000 quit attempts and 50,000 successful
longterm quits. CDC plans to release a formal evaluation of the Campaign later
this year. Please find the press release from June 14 here
. To access the MMWR article titled Increases in Quitline Calls and Smoking Cessation Website Visitors During a National Tobacco Education Campaign — March 19–June 10, 2012
please click here
Archived materials from the campaign:
What Are the Campaign Goals?
- Encourage smokers to
quit and make available help for those who want it, including calling 1-800-QUIT-NOW or
visiting www.smokefree.gov for free help
- Build public awareness
of the immediate health damage caused by smoking and exposure to secondhand smoke
- Encourage smokers not
to smoke around others and nonsmokers to protect themselves and their families from exposure
to secondhand smoke
Who Did the Campaign Try to Reach?
- The primary audience
is adult smokers ages 18 through 54.
- Secondary audiences
include parents, family members, and adolescents.
materials (TV, radio, and print) have been developed to reach Spanish-speaking Hispanics/Latinos.
What Are the Key Messages of the Campaign?
- Smoking causes
immediate damage to your body, which can lead to long-term suffering.
- Now is the time to
- If you want help to
quit smoking, free assistance is available at1-800-QUIT-NOW, www.smokefree.gov, or www.cdc.gov/tobacco.
Vehicles/Channels Were Used?
Paid advertising and
public service announcements (PSAs) were placed in/on television, radio, print
(magazines), newspapers, out-of-home (billboards, bus shelters), in-theater,
and online through digital video, search, and mobile channels. Additional
information and resources were made available to the public through the
Internet, including Facebook, Twitter, and YouTube.
How Long Did the Campaign Run?
The paid portion of the
campaign began on March 19th and ran for 12 weeks. The PSAs, including an
advertisement that specifically promotes quitting, ran a bit longer.
What Resources Were Included on the
Most of the ads were tagged with the national quitline number (1-800-QUIT-NOW)
and/or www.smokefree.gov. The digital ads, including digital video, are
included on the CDC campaign Web site www.cdc.gov/quitting/tips.
Where can I access
campaign ads and supporting materials?
- View campaign ads and supporting
Please visit the campaign website -www.cdc.gov/quitting/tips-regularly for any news and updates.
- Campaign overview
A brief summary document that provides an overview of the media
- Key messages
A set of key messages that describes the media campaign.
- Template press release and op-ed
A"Swiss Cheese” or template press release and op-ed to help you frame
the release of the campaign for your state and community constituents.
Localize your content as much as possible using your own state- or
community-specific statistics and information.
- Digital Media Toolkit
To further support and promote theTips From Former Smokerscampaign,
OSH has developed an interactive digital media toolkit. Partners can use
the toolkit to leverage OSH content on their existing Web sites or social
media profiles or they can opt to create new profiles or content in
support of the campaign.
- Campaign launch article
This article describes CDC’s national mass media campaign to educate the
public about the harmful effects of smoking and to encourage quitting.