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The impact of a state-sponsored mass media campaign on use of telephone quitline and web-based cessation services.

Duke JC, Mann N, Davis KC, MacMonegle A, Allen J, Porter L - Prev Chronic Dis (2014)

Bottom Line: Most US smokers do not use evidence-based interventions as part of their quit attempts.Quitlines and Web-based treatments may contribute to reductions in population-level tobacco use if successfully promoted.Federally funded media campaigns can further increase the reach of state-sponsored cessation services.

View Article: PubMed Central - PubMed

Affiliation: RTI International, 3040 East Cornwallis Rd, Research Triangle Park, NC 27709. E-mail: jduke@rti.org.

ABSTRACT

Introduction: Most US smokers do not use evidence-based interventions as part of their quit attempts. Quitlines and Web-based treatments may contribute to reductions in population-level tobacco use if successfully promoted. Currently, few states implement sustained media campaigns to promote services and increase adult smoking cessation. This study examines the effects of Florida's tobacco cessation media campaign and a nationally funded media campaign on telephone quitline and Web-based registrations for cessation services from November 2010 through September 2013.

Methods: We conducted multivariable analyses of weekly media-market-level target rating points (TRPs) and weekly registrations for cessation services through the Florida Quitline (1-877-U-CAN-NOW) or its Web-based cessation service, Web Coach (www.quitnow.net/florida).

Results: During 35 months, 141,221 tobacco users registered for cessation services through the Florida Quitline, and 53,513 registered through Web Coach. An increase in 100 weekly TRPs was associated with an increase of 7 weekly Florida Quitline registrants (β = 6.8, P < .001) and 2 Web Coach registrants (β = 1.7, P = .003) in an average media market. An increase in TRPs affected registrants from multiple demographic subgroups similarly. When state and national media campaigns aired simultaneously, approximately one-fifth of Florida's Quitline registrants came from the nationally advertised portal (1-800-QUIT-NOW).

Conclusion: Sustained, state-sponsored media can increase the number of registrants to telephone quitlines and Web-based cessation services. Federally funded media campaigns can further increase the reach of state-sponsored cessation services.

Show MeSH
Tobacco Free Florida and Tips television target rating points (TRPs) and registrants for Florida Quitline and Web Coach, November 2010 through September 2013.
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Related In: Results  -  Collection


getmorefigures.php?uid=PMC4279867&req=5

Figure 1: Tobacco Free Florida and Tips television target rating points (TRPs) and registrants for Florida Quitline and Web Coach, November 2010 through September 2013.

Mentions: Variation in the number of weekly registrants for both services corresponded closely with patterns in the number of weekly television TRPs, and the number of registrations was higher for Quitline services than for Web-based services (Figure). The number of registrants for cessation-services was highest during the second quarter of 2012, when the campaign highlighted the availability of free NRT through multiple media channels and when CDC’s national Tips campaign aired. During the period of national Tips advertising, an estimated 18% to 23% of Florida Quitline registrants were transferred to the state telephone service from the national portal (1-800-QUIT-NOW).


The impact of a state-sponsored mass media campaign on use of telephone quitline and web-based cessation services.

Duke JC, Mann N, Davis KC, MacMonegle A, Allen J, Porter L - Prev Chronic Dis (2014)

Tobacco Free Florida and Tips television target rating points (TRPs) and registrants for Florida Quitline and Web Coach, November 2010 through September 2013.
© Copyright Policy
Related In: Results  -  Collection

Show All Figures
getmorefigures.php?uid=PMC4279867&req=5

Figure 1: Tobacco Free Florida and Tips television target rating points (TRPs) and registrants for Florida Quitline and Web Coach, November 2010 through September 2013.
Mentions: Variation in the number of weekly registrants for both services corresponded closely with patterns in the number of weekly television TRPs, and the number of registrations was higher for Quitline services than for Web-based services (Figure). The number of registrants for cessation-services was highest during the second quarter of 2012, when the campaign highlighted the availability of free NRT through multiple media channels and when CDC’s national Tips campaign aired. During the period of national Tips advertising, an estimated 18% to 23% of Florida Quitline registrants were transferred to the state telephone service from the national portal (1-800-QUIT-NOW).

Bottom Line: Most US smokers do not use evidence-based interventions as part of their quit attempts.Quitlines and Web-based treatments may contribute to reductions in population-level tobacco use if successfully promoted.Federally funded media campaigns can further increase the reach of state-sponsored cessation services.

View Article: PubMed Central - PubMed

Affiliation: RTI International, 3040 East Cornwallis Rd, Research Triangle Park, NC 27709. E-mail: jduke@rti.org.

ABSTRACT

Introduction: Most US smokers do not use evidence-based interventions as part of their quit attempts. Quitlines and Web-based treatments may contribute to reductions in population-level tobacco use if successfully promoted. Currently, few states implement sustained media campaigns to promote services and increase adult smoking cessation. This study examines the effects of Florida's tobacco cessation media campaign and a nationally funded media campaign on telephone quitline and Web-based registrations for cessation services from November 2010 through September 2013.

Methods: We conducted multivariable analyses of weekly media-market-level target rating points (TRPs) and weekly registrations for cessation services through the Florida Quitline (1-877-U-CAN-NOW) or its Web-based cessation service, Web Coach (www.quitnow.net/florida).

Results: During 35 months, 141,221 tobacco users registered for cessation services through the Florida Quitline, and 53,513 registered through Web Coach. An increase in 100 weekly TRPs was associated with an increase of 7 weekly Florida Quitline registrants (β = 6.8, P < .001) and 2 Web Coach registrants (β = 1.7, P = .003) in an average media market. An increase in TRPs affected registrants from multiple demographic subgroups similarly. When state and national media campaigns aired simultaneously, approximately one-fifth of Florida's Quitline registrants came from the nationally advertised portal (1-800-QUIT-NOW).

Conclusion: Sustained, state-sponsored media can increase the number of registrants to telephone quitlines and Web-based cessation services. Federally funded media campaigns can further increase the reach of state-sponsored cessation services.

Show MeSH