1. Massachusetts Tobacco Control Program What’s Your Story? October, 2007

2. BRFSS: 20 Years of Data  Twenty years of BRFSS data tell us that Massachusetts smoking rates have declined dramatically since 1986  BUT most of the declines were among white professional college grads  Among the less affluent and less educated, smoking rates have remained disturbingly high.

3. Who Smokes? Massachusetts 2005

4. Policy / Directives  Additional $300,000 media funding from supplemental budget  New Medicaid (MassHealth) cessation benefit Half MassHealth subscribers are children Half MassHealth subscribers are children Most live with mother/grandmother Most live with mother/grandmother Children who live with smoker(s) exposed to secondhand smoke Children who live with smoker(s) exposed to secondhand smoke Children who live with smoker(s) more likely to become smokers themselves Children who live with smoker(s) more likely to become smokers themselves

5. Target Audience: Low income women 25 – 54 Demographics MassHealth members MassHealth members Children under age 18 Children under age 18 Boston, Worcester, Fall River/New Bedford, Springfield, Western MA Boston, Worcester, Fall River/New Bedford, Springfield, Western MA Psychographics Want/need support from other women Value family, health, relationships Afraid of gaining weight Have tried to quit several times Can’t imagine life without cigarettes

6. Recruitment – 4 weeks

7. “What’s your story?”  Recruited real women who had successfully quit after failed quit attempts  Unscripted, “In their own words”  Offered support and encouragement  Addressed weight issues  Talked about life after cigarettes Eight Weeks Radio and Transit statewide

8. What’s your story?

11. Evaluation  9,000 random-dial automated survey  “Did you hear a stop-smoking ad on radio?  “Was this ad from (a) pharmaceutical company (a) pharmaceutical company (b) American Cancer Society (b) American Cancer Society (c) Department of Public Health (c) Department of Public Health Which did you like better? (a) the man’s story? (a) the man’s story? (b) the woman’s story (b) the woman’s story

12. Evaluation: “What’s your story?” Based on 9,000 random digit telephone surveys conducted 10/2006 and 1/2007 Estimated campaign reach: 61% women 25-54, frequency 10.3 Awareness doubled (p < 0.01)

13. MassHealth benefit utilization  Predicted 5% utilization  Actual utilization 11%  Quitline calls – small increase over similar time period previous year  Quit Now calls  Too hard to tell impact of radio campaign Cathy.m.corcoran@state.ma.us

14. Make smoking history. Massachusetts Department of Public Health