Since 2022, the Tobacco Settlement Endowment Trust (TSET) has used Limited Time Offers (LTOs) to increase engagement with the Oklahoma Tobacco Helpline (OTH) and connect more Oklahomans to evidence-based tobacco cessation services. Under the leadership of Christin Kirchenbauer, MPH, Director of OTH since 2023, and with evaluation support from Laura Beebe, PhD, these one-month campaigns were developed in response to enrollment declines following the COVID-19 pandemic and offer enhanced nicotine replacement therapy (NRT) benefits to eligible new registrants during traditionally slower enrollment periods. The reason for selecting LTOs among other strategies is that they provide a timely, flexible way to boost enrollment and reach more people when response time is limited.
Supported by coordinated marketing across television, print, digital, and social media, LTOs help create urgency while increasing the value of Helpline participation. During LTO months, all eligible new registrants receive at least eight weeks of combination NRT therapy, regardless of insurance status.
The strategy has produced meaningful results. In fiscal year 2025, the Helpline averaged 3,542 registrations during LTO months, compared with 2,043 registrations during non-LTO months - a 73% increase. Evaluation findings also show strong participation among first-time Helpline users.
With coordinated planning, marketing, and vendor collaboration, these results suggest that LTOs are an effective strategy for increasing Helpline utilization and engaging Oklahomans in cessation services during periods of typically lower demand.
Examples of marketing campaigns below: | 
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