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Nicotine Tob Res. 2014 Nov;16(11):1478-86. doi: 10.1093/ntr/ntu105. Epub 2014 Jul 8.

Intermediate cessation outcomes among quitline callers during a national tobacco education campaign.

Author information

1
Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA; lzhang2@cdc.gov.
2
Research, Training, and Evaluation Services, Alere Wellbeing, Inc., Seattle, WA;
3
Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA;
4
Biostatistics, Inc., Atlanta, GA.

Abstract

INTRODUCTION:

From March 19 through June 10, 2012, the Centers for Disease Control and Prevention launched the first federally funded National Tobacco Education Campaign: Tips From Former Smokers (Tips). This study examined the campaign's impact on quitline callers' intermediate cessation outcomes.

METHODS:

We used quitline data from 23 states to examine changes in enrollment, service utilization, quit attempts, and self-reported quitting for 7 days or longer during Tips versus a similar time period in 2011. We used multivariate models to examine the relationship between Tips exposure (measured as gross rating points [GRPs]) and cessation outcomes during the campaign in 2012. We also assessed whether the Tips campaign's impact differed by state tobacco control funding.

RESULTS:

Compared with similar weeks in 2011, the number of quitline callers and callers who received counseling and/or nicotine replacement therapies increased by 88.6% (48,738 in 2011 vs. 91,911 during Tips) and 70.8% (40,546 in 2011 vs. 69,254 during Tips), respectively. Greater numbers of callers reported having made 24-hr quit attempts or quitting for 7 days or longer during the campaign. Higher Tips campaign GRPs were positively associated with quit attempts and with quitting for 7 days or longer among persons from states with higher tobacco control funding. In states with lower funding, the highest GRP group (2,000+ GRPs) had lower levels of cessation compared with the middle GRP group (1,200-1,999 GRPs).

CONCLUSIONS:

An evidence-based national tobacco education campaign with adequate reach and frequency can lead to substantial increases in quitline use and, to a lesser degree, intermediate cessation outcomes.

PMID:
25006045
DOI:
10.1093/ntr/ntu105
[Indexed for MEDLINE]
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