2. North American Quitline Consortium Randi Lachter, MPH Project Manager Building Consensus: National Quitline Promotions Innovations in Building Consumer Demand for Tobacco Cessation Products and Services Conference Washington, D.C. May 3-4, 2007

3. Overview The North American Quitline Consortium (NAQC) Quitline Promotions – General Overview oNAQC’s Promotion Task Force Core Principles for Quitline Promotion Innovations in Quitline Promotions oNRT oWeb oAdvertising and outreach

4. Acknowledgements NAQC members and staff NAQC Promotion Task Force chaired by Connie Revell, Smoking Cessation Leadership Center and Annamaria Feltracco, Feltracco Consulting Contributors oPat Milner, Product Manager, QuitNet oMarietta Dreher, Senior Marketing Manager, ClearWay Minnesota SM oStephen Michael, Director, Arizona Smokers’ Helpline oDonna Warner, Director of Cessation Policy and Program Development, Massachusetts Department of Health

5. NAQC Mission: Maximize the access, use and effectiveness of quitlines Provide leadership and a unified voice to promote quitlines Offer a forum to link those interested in quitline operations Membership: 340 (300 US, 40 Canada)

6. NAQC Promotion Task Force Core Principles Quitlines are working toward accomplishing these specific goals: –To reach increased numbers of tobacco users each year. –To provide treatment services to increased numbers of tobacco users yearly; and –To achieve higher quit rates via quitline treatment. Quitline promotion should be conducted collaboratively with efforts to increase capacity and quality of quitline services. Promotions should strive to reach all populations who need quitline services, particularly those who remain at high risk for smoking.

7. NAQC Promotion Task Force Core Principles (continued) Promotions should be evidence-based. Promotions should not be conducted in the absence of a plan to respond to increased demand with adequate resources. The best promotions are sustainable and build on existing quitline infrastructure.

8. NAQC Promotion Task Force Core Principles (continued) The value of a broad quitline network is well established, and good promotions recognize this. Promotion efforts should be fluid and flexible. Quitline promotion should strive to increase quit attempts in the population. Quitline promotion should not discourage provision of cessation treatment by the private sector.

9. Driving Calls to Quitlines NRT Web Advertising and Outreach

10. Q uitline Nicotine Patch Promotions Targeting Lower-Income Communities READY,SET,QUIT Massachusetts Tobacco Control Program

11. Impetus for Community-Focused NRT Promotions Low SES is highly correlated with geographic location in Massachusetts Cities selected have higher use rates than statewide average Example: New Bedford & Fall River ­Smoking rate 30.1% vs. 18.1% statewide ­<$25,000 household income: 45% vs. 24.5% statewide Needed to scale projects to fit within quitline capacity, NRT availability and a limited promotion budget

12. Features of Ready Set Quit NRT Promotions Designed to increase awareness and use of the quitline and NRT among lower- income populations. Conceived as a promotion, rather than a treatment program (distributed 2-week NRT starter kit only). Engaged Mayors and city government leaders as lead partners.

13. Features of Ready Set Quit NRT Promotions (continued) Created significant partnerships (30-50 community groups in each city) to promote the project Invested less that $8,000 in paid media per city. Hired outreach workers in Lawrence to reach Hispanic tobacco users door-to- door. Captured significant donations and earned media.

14. 5.7% adult smokers in the two cities completed an intake at the quitline Reached a higher proportion of male and low- income smokers than quitline users statewide. 2/3 had not previously used the patch. Self-reported, 7-day quit rates among survey respondents were 23.5% at 3-month follow-up and 21.0% at 6-month follow-up. The marginal program cost was $878 per additional quitter. Source: JSI Research & Training Institute, Inc Results New Bedford and Fall River Mar. 21, 2005- May 21, 2005

15. Web-based Promotions

16. What Is Online Advertising? Image Ads Pricing model - Cost per thousand views of the ad (CPM) Targeted: –By geographical location –By area of the site/topic

17. What Is Online Advertising? Text Ads Pricing model - cost per click on the ad (CPC) Fully automated Targeted –By Geography –By Search term/keyword

18. Benefits of Online Advertising (1) Cost effectiveness –Online Average cost per registrant/referral is $40 Highly targeted –Ads can be placed on sites that are known to attract certain demographics. Detailed tracking and extensive reporting –Access to real-time reporting of ad performance –Ability to know performance and exact cost of every ad placement –Detailed demographics and smoking history data of participants

19. Online Splash Page for Sign Up

20. Advertising and Outreach

21. Arizona Ad Campaign 2007 Considerations Tobacco-use patterns of Hispanic men and women, both nationally and in Arizona Hispanic-cultural values Acculturation Education Income Access to healthcare Factors associated with Hispanics'/Latinos' quit attempts Factors associated with slips and relapses among Hispanics/Latinos

22. Arizona 2007 Ad Campaign Market to the population most likely to use services Two Hispanic Characters –Hector (mid 20’s male) –Tina (early 50’s female) ASH ine

23. Arizona 2007 Ad Campaign Call Volumes

24. QuitFax Referral Program –Working directly with Health Clinics that serve predominantly Hispanic populations Using Bilingual/Bicultural Coaching Staff Support through the Promotoras Program Other Arizona Promotions/Strategies

25. Final Thoughts Quitlines offer cost-effective cessation. Quitline promotional budgets are often limited. Innovative, affordable promotion strategies that support quitline operations and capacity are key to increasing reach.

26. For Additional Information Contact: Randi Lachter, Project Manager Rlachter@NAQuitline.org Linda Bailey, President and CEO LBailey@NAQuitline.org Visit us at: www.NAQuitline.orgwww.NAQuitline.org