CDC Reports on the Effect of the First Federally Funded US Anti-smoking National Media Campaign
Monday, September 9, 2013
Posted by: Natalia Gromov
In today’s Lancet Journal, CDC reports on the effect of the first federally funded US anti-smoking national media campaign,"Tips from Former Smokers”, which aired March 19-June 10, 2012.
According to the study, CDC estimated that 1.6 million smokers attempted to quit smoking because of the 2012 Tips campaign and more than 200,000 Americans had quit smoking immediately following the three-month campaign (of which more than 100,000 will likely quit smoking permanently.
Other interesting study findings include:
- Almost 80 percent of smokers and almost 75 percent of nonsmokers recalled seeing at least one of the ads during the three-month campaign.
- An estimated 4.7 million non-smokers recommended a cessation service (e.g., 1-800-QUIT-NOW) during the Tips campaign; and more than 6 million non-smokers talked with friends and family about the dangers of smoking because of the Tips ads.
- The sustained attempts to quit as a result of the Tips campaign added from a third to almost half a million quality-adjusted life-years to the U.S. population.
- The campaign is estimated to have saved a year of life for less than $200, making it one of the most cost-effective prevention efforts.
CDC asks that state quitlines and other tobacco control programs consider using this significant opportunity to:
- Reach out to your constituents to promote the importance of tobacco control programs (including media campaigns) and encouraging smokers to quit
- Engage in earned media relations opportunities (opinion editorials, letters to the editor, campaign Qs and As, etc.)
- Promote your tobacco control program’s successful cessation efforts
- Find smokers who attribute their quitting to the Tips campaign for potential earned media opportunities or materials
- Share or repurpose CDC’s release materials and highlight how the research findings are relevant to your organization
- Highlight information about the research findings on your organization’s Web site, magazine, or newsletter