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NAQC Newsroom: Research

Increased smoker recognition of a national quitline number following introduction ...

Tuesday, November 9, 2010  
Posted by: Natalia Gromov
Increased smoker recognition of a national quitline number following introduction of improved pack warnings: ITC Project New Zealand.

Wilson N, Weerasekera D, Hoek J, Li J, Edwards R. Nicotine Tob Res. 2010 Oct;12 Suppl:S72-7.
This study examined how new health warning requirements for tobacco packaging in New Zealand changed recognition of a national quitline number. Text-based warnings with the quitline number but without the word "Quitline” were compared to pictoral health warnings that included the word "Quitline” beside the number as well as a cessation message featuring the quitline number and repeating the word "Quitline.” Results showed that recognition of the Quitline number increased from 37% to 61% after the introduction of the new pictoral health warnings. The increase was demonstrated across all age groups, genders, deprivation levels, financial stress, and ethnic groups. The authors conclude that this provides evidence for the value of clearly identifying quitline numbers on tobacco packaging as part of pictoral health warnings.

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