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NAQC Newsroom: Research

Impact of a National Tobacco Education Campaign on Weekly Numbers of Quitline Calls and Website Vis.

Thursday, October 10, 2013  
Posted by: Natalia Gromov
Centers for Disease Control and Prevention. MMWR Weekly. September 20, 2013 / 62(37);763-767.

This study analyzed the impact of the CDC’s second annual national paid-media tobacco education campaign encouraging adult smokers to quit which aired March 4–June 23, 2013. These campaigns, called Tips from Former Smokers (Tips), feature true stories of former smokers living with serious smoking-related diseases. CDC analyzed the weekly numbers of calls to the national telephone quitline portal (1-800-QUIT-NOW) and the weekly numbers of unique visitors to the Tips website (* during the 16-week campaign and during the 4 weeks before and after the campaign. The 2013 Tips from Former Smokers campaign increased calls to 1-800-QUIT-NOW by 75 percent and increased website visitors by nearly 38-fold, generating about 151,000 additional calls and almost 2.8 million additional website visitors above pre-campaign levels. Calls and website visitors quickly fell almost to pre-campaign levels once the campaign ended. Findings showed that emotionally evocative, hard-hitting tobacco education media campaigns can substantially increase calls to quitlines and visits to websites containing information on quitting smoking, which over time would be expected to contribute to increases in quit attempts and successful cessation.The authors conclude that Media campaigns such as the Tips campaign might have an even greater impact if they were sustained at a high intensity for a longer time.

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