Formative research for the promotion of a national smoking quitline: Findings from focus groups

The National Cancer Institute supports the development and maintenance of the National Network of Tobacco Cessation Quitlines and the establishment of a toll-free access number, 1-800-QUIT-NOW, to facilitate access to state-based tobacco cessation quitline services. Quitlines are an effective tool to help tobacco users stop smoking, once the target audience is aware of their availability. The NCI-supported campaign to promote 1-800-QUIT-NOW targets 18 to 29-year-old smokers with an interest in quitting smoking, including low socio-economic status (SES) and active military subgroups within this audience. Formative research using focus groups was used to test which messages and materials would best promote 1-800-QUIT-NOW among smokers in the target audiences. Eight focus groups were composed of participants of both genders, but were divided by SES level as well as race/ethnicity. Three focus groups with active military participants were divided by gender and race/ethnicity, but not by SES. Focus group participants were introduced to the initial drafts of a variety of promotional media (e.g., logos, radio public service announcements (PSAs), television PSAs, posters, and a website homepage). Research findings indicated which aspects of messages and materials were appealing, engaging, relevant, clear, memorable, motivational, or unique to specific target subgroups. As a result, NCI has revised and enhanced the final designs of its 1-800-QUIT-NOW promotional media.