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CDC's Tips From Former Smokers (Tips) Campaign: State Variation in Quitline Calls during a National Tobacco Education Campaign
Methods: Tips campaign exposure was measured by gross rating points (GRPs). State-specific calls to 1-800-QUIT-NOW were assigned based on area code origin of each call. Multivariate regression was used to assess the relationship between calls to state quitlines and media market-level Tips GRPs for television and radio, while controlling for ads placed by states and market and area code characteristics.
Results: Tips GRPs were associated with significant increases in quitline calls, both nationally and in 44 states. Of these states, five experienced effects significantly larger than the national average, while three experienced significantly smaller effects than the national average. The campaign was not significantly associated with quitline calls in seven states. Of these states, three supplemented the national campaign with placements of Tips ads in their local markets using state funds; these state-purchased GRPs were associated with significant increases in quitline calls.
Conclusions: The Tips campaign increased calls to quitlines across most states, with some states experiencing greater increases in calls than the national average and others experiencing lower increases or no change. These findings underscore the importance and effectiveness of national tobacco media campaigns for reaching audiences at the state level.
Learning Areas:
Communication and informaticsConduct evaluation related to programs, research, and other areas of practice
Public health or related public policy
Public health or related research
Learning Objectives:
Describe the impact of a national tobacco education campaign on calls to state quitlines
Assess variations in the impact of a national tobacco education campaign across states
Discuss implications of the study findings for state and local jurisdictions planning tobacco education campaigns
Qualified on the content I am responsible for because: I am the lead of the Tip campaign evaluation and quitlines.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.