Update on the HHS/CDC's National Tobacco Education Campaign
Thursday, April 12, 2012
Posted by: Natalia Gromov
As the Centers for Disease Control and Prevention’s Tips from Former Smokers campaign completes its fourth week, all indications are that it is successfully motivating MANY smokers to quit.
Calls to quitlines have doubled as a result of the campaign. CDC reports that call volume rose from 14,437 calls the week before the campaign ads were launched, to 33,262 calls for the first week of the campaign, a record 34,413 calls for the second week of the campaign, and 27, 774 for the third week of the campaign (a holiday week). The ads will run for at least 12 weeks on television, radio, and billboards, online, and in theaters, magazines, and newspapers nationwide. Weekly conference calls between CDC, states, service providers and NAQC provide a venue for updates and coordination on quitline issues.
Previous experience from state and local media campaigns promoting quitlines shows at least five to six smokers try to quit on their own for every one person who calls a quitline.
The ads are tagged with 1-800-QUIT-NOW, a toll-free number to access quit support across the country, or the www.smokefree.gov website, which provides free quitting information. Currently, 2 of the 3 ads that appear during the day (on weekdays) are tagged with 1-800-QUIT-NOW. Late evening ads and weekend ads are tagged with the website url. A three-fold increase in total visits to the website was observed in the first week of the campaign.
Congratulations to our colleagues at CDC, NCI and the state quitlines for a great start to the first national tobacco education campaign launched by HHS/CDC!
(Data courtesy of the National Cancer Institute.Please click on each chart to expand it.)
We look forward to sharing regular updates with you as the campaign moves forward. For additional information on the campaign or to view the ads, please visit NAQC’s webpage on the campaign.
Linda A. Bailey, JD, MHS
President and CEO
North American Quitline Consortium