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NAQC Newsroom: Research

The Impact of a National Tobacco Education Campaign on State-Specific Quitline Calls.

Friday, September 11, 2015  
Posted by: Natalia Gromov
Zhang L, Malarcher A, Babb S, Mann N, Davis K, Campbell K, Schauer G, Alexander R, Debrot K, and Rodes R.
The Impact of a National Tobacco Education Campaign on State-Specific Quitline Calls. 
American Journal of Health Promotion 2015:doi:10.4278/ajhp.140825-QUAN-427.

The purpose of the study was to evaluate ads from the first federally funded national tobacco education campaign, Tips From Former Smokers (Tips), on state-specific quitline calls. The study concluded that the Tips campaign significantly increased calls to quitlines for almost all the states. These findings highlight the effectiveness of national tobacco media campaigns for reaching state audiences. Other findings are summarized below:   
  • Tips campaign exposure was measured by gross rating points (GRPs). Nationally, every 100 Tips GRPs per week, at the market level, was associated with an average of 45 additional quitline calls in a given area code.
  • Tips GRPs were associated with significant increases in quitline calls in 46 states and the District of Columbia. Of the 46 states and DC, 11 experienced effects significantly larger than the national average and 5 experienced significantly smaller effects.

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