The North American Quitline Consortium (NAQC) is proud to serve as a community partner and on the advisory board for the Wellcentiv Study, which is a five-year PCORI-funded study led by MI-ACRE faculty at the University of Michigan. The project evaluates Incentives2Quit, a promising program delivered by the WellcentivTM mobile app. The Incentives2Quit program is designed to complement existing quitline services and enhance access to evidence-based treatment among adults who smoke menthol cigarettes. Every stage of the Wellcentiv study will be informed by deep engagement from people who have lived experience with smoking menthol cigarettes, and from community partnerships with payers, quitline providers, and leaders in tobacco cessation advocacy and educational efforts. Partnering on the Wellcentiv Study strengthens NAQC’s commitment to modernizing quitline services and addressing persistent disparities in commercial tobacco use and treatment outcomes, particularly among populations disproportionately impacted by menthol cigarette use.

Recruitment for the Wellcentiv Study at the University of Michigan will begin in Summer 2026. They are seeking 1200 individuals who have lived experience with smoking menthol cigarettes to participate in the study.

NAQC support for this project includes stakeholder engagement, community partnerships, and facilitating the dissemination of project updates and findings to a national audience. As the study progresses, NAQC will connect researchers with state quitlines and public health partners, host annual learning opportunities, and share updates highlighting lessons learned and emerging best practices.

In the final year, NAQC will help translate study findings into actionable tools, including a national implementation guide, ensuring that insights from this work reach equity-focused treatment networks and inform future integration of digital interventions within quitline systems.

If you have any questions about this project, please contact naqc@naquitline.org.