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Preventing Chronic Disease | The Impact of a State-Sponsored Mass Media Campaign on Use of Telephone Quitline and Web-Based Cessation Services - CDC

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Preventing Chronic Disease | The Impact of a State-Sponsored Mass Media Campaign on Use of Telephone Quitline and Web-Based Cessation Services - CDC



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The Impact of a State-Sponsored Mass Media Campaign on Use of Telephone Quitline and Web-Based Cessation Services

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Jennifer C. Duke, PhD; Nathan Mann, BA; Kevin C. Davis, MA; Anna MacMonegle, MA; Jane Allen, MA; Lauren Porter, PhD

Suggested citation for this article: Duke JC, Mann N, Davis KC, MacMonegle A, Allen J, Porter L. The Impact of a State-Sponsored Mass Media Campaign on Use of Telephone Quitline and Web-Based Cessation Services. Prev Chronic Dis 2014;11:140354. DOI:http://dx.doi.org/10.5888/pcd11.140354External Web Site Icon.
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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.

Acknowledgments

This work was funded under a RTI International contract with the Florida Department of Health’s Bureau of Tobacco Free Florida.
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Author Information

Corresponding Author: Jennifer C. Duke, RTI International, 3040 East Cornwallis Rd, Research Triangle Park, NC 27709. Telephone: 919 485-2669. E-mail:jduke@rti.org.
Author Affiliations: Nathan Mann, Kevin C. Davis, Anna MacMonegle, Jane Allen, RTI International, Research Triangle Park, North Carolina; Lauren Porter, Florida Department of Health, Tallahassee, Florida.
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