1. REAL-Life - A Successful Mass Media Television Campaign in West Virginia Presented by Bruce W. Adkins, Director Division of Tobacco Prevention West Virginia Bureau for Public Health to National Conference on Tobacco or Health October 25, 2007 in Minneapolis, Minnesota © 2007 WV DHHR / DTP

2. © 2005 WV DHHR/DTP

3. Gary B. Sams MS, President Brandy Iams, Cessation Services Manager Partners in Corporate Health, LLC A beBetter Networks Company, Inc Home Office: beBetter Networks Inc. Renaissance Tower, First Floor 109 Capitol Street Charleston, WV 25301 1.304.345.6800 local 1.800.348.5307 toll free 1.304.345.2009 fax

4. A little background history on the West Virginia tobacco quitline... © 2007 WV DHHR / DTP - Began in 2000 - Administered by Partners in Corporate Health, LLC since its origin - Public Employees Insurance Agency and Medicaid - In 2002, Division of Tobacco Prevention started to offer quitline services for the uninsured remarkable! - Evolution of the WV quitline has been remarkable!

5. Kathy Danberry, Cessation Program Manager West Virginia- Division of Tobacco Prevention 350 Capitol Street, Room 206 Charleston, West Virginia 25301-3715 kathydanberry@wvdhhr.org or 304-558-6260 kathydanberry@wvdhhr.org © 2007 WV DHHR / DTP

6. In 2005, West Virginia already had an existing and successful quitline! In 2005, West Virginia already had an existing and successful quitline! Yet, media and ads were not ‘on-going’ or done with regularity © 2007 WV DHHR / DTP The purpose of this presentation is to demonstrate the impact of this personal testimonial media campaign on a statewide tobacco quitline. This presentation discusses the change in enrollments for the West Virginia Tobacco Quit Line resulting from a twelve week television media campaign in 2005 highlighting the story of Janet Wells, a smoking-induced lung cancer patient.

7. Janet Wells © 2007 WV DHHR / DTP *

8. Janet Wells Ad: 60 Second

9. Janet Wells Ad: 30 Second

10. Janet Wells Media Campaign Janet Wells Media Campaign WV’s “1 st Personal ” Ad Campaign CDC Supplemental Funding allowed for this ‘call to action’ ad to be run in one third of the state’s media market during a 4 month time frame. ~25% increase in calls to the WV quitline, and an estimated 13% increase in enrollment Results from this ad or National Quitline? © 2007 WV DHHR / DTP

11. Summary of the ‘campaign’ study A twelve week media campaign was aired by three television stations with complete coverage to sixteen counties and partial coverage to another seven counties. © 2007 WV DHHR / DTP The remaining thirty-two counties received no coverage and served as control counties. Enrollment data was collected for a thirteen week period for the year of the intervention and for the same thirteen weeks for a year prior to the intervention to adjust for seasonal enrollment fluctuations. A one year return on investment was calculated by projecting health care and lost productivity cost savings compared to the campaign investment. Changes in referral sources were measured as a result of the campaign.

12. Janet Wells Media Campaign Television Coverage Area © 2006 WV DHHR / DTP 16.9 48.2 Partial Coverage Control 34.9 percent of state’s population Another 16.9% of state’s population

13. Initial Janet Wells Media Campaign Analysis © 2007 WV DHHR / DTP For a non-epidemiologist and/or non-researcher: The counties exposed to the television ad campaign were deemed “Coverage Counties” - thus these populations were exposed to the ad campaign. Thus, making a few assumptions, those residents who were exposed to the campaign represented 43 percent of the State’s population. 57% were not exposed to the initial ads in 2005. - 16 counties received full exposure across the entire county area equal to a population of 633,233 residents. - 7 counties received partial coverage only, equal to a population of 307,483 residents.

14. Initial Janet Wells Media Campaign Analysis © 2007 WV DHHR / DTP For a non-epidemiologist and/or non-researcher: County-level quitline enrollment was collected for the time frame of the Janet Wells campaign (January 17 th thru April 15 th ) for 2005. Similar enrollment data from the year prior was obtained for comparison, and ratios were calculated for the coverage and non-coverage areas. Calculations were made to determine if enrollments were higher or lower, and for actual versus projected enrollments.

15. Initial Janet Wells Media Campaign Analysis © 2007 WV DHHR / DTP In counties where there was complete exposure, at minimum, they experienced almost a 16 percent higher enrollment than the prior year. Partial coverage counties experienced a 9 percent increase in enrollment because of the media campaign.

16. Initial Janet Wells Media Campaign Analysis Return on Investment © 2007 WV DHHR / DTP - In counties where there was complete or partial media exposure, at minimum, there were an additional 250 enrollees due to the campaign. - The WV Quitline experienced a six-month quit rate of 29 percent during this time frame. - At the time, the annual cost savings per quit smoker in WV was $4,884. $354,090. Estimated total annual cost savings of these 250 enrollees was $354,090.

17. Initial Janet Wells Media Campaign Analysis Return on Investment © 2007 WV DHHR / DTP A X B X C = Total Cost Savings Enrollees X Quit Rate X Cost Savings (per quitter) 250 X 0.29 X $4,884 = $354,090 $79,320 Total funding invested in the 2004 Janet Wells Campaign was $79,320 cost savings of $4.46 Thus, the 1-year return on investment was a cost savings of $4.46 for every dollar invested in the initial campaign.

18. Initial 2005 Janet Wells Media Campaign Coverage © 2006 WV DHHR / DTP It can be concluded that the Janet Wells Campaign had a dramatic effect to increase the number of individuals enrolling in and successfully quitting using the West Virginia Quitline. Janet Wells’ vision that she would somehow have a positive effect in delivering her message to help people quit smoking and save lives was realized!

19. www.wvdtp.org Bruce W. Adkins, Director West Virginia- Division of Tobacco Prevention 350 Capitol Street, Room 206 Charleston, West Virginia 25301-3715 bruceadkins@wvdhhr.org bruceadkins@wvdhhr.org or 304-558-1743 © 2007 WV DHHR / DTP

20. QUESTIONS ???? Rhymes with “Noose” SNUS “Still Not User Safe” © 2007 WV DHHR / DTP