Abstract
IntroductionMost 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.MethodsWe 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).ResultsDuring 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).ConclusionSustained, 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.
Highlights
Introduction MostUS smokers do not use evidence-based interventions as part of their quit attempts
Sustained, state-sponsored media can increase the number of registrants to telephone quitlines and Web-based cessation services
Funded media campaigns can further increase the reach of state-sponsored cessation services
Summary
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. Few states implement sustained media campaigns to promote services and increase adult smoking cessation. Emerging evidence supports the potential efficacy of Web-based interventions for adult smoking cessation [1,3,4]. The low success rate for smokers’ quit attempts is due, in part, to the low proportion (22%) of smokers who use evidence-based interventions during quit attempts [6]. Quitlines are used by only 1% to 2% of US smokers [7], and the potential role of quitlines and Web-based treatments in reducing population-level tobacco use is contingent on successfully promoting greater use
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