157924 Legacy's EX Campaign: Results from a smoking cessation pilot program in four U.S. cities

Monday, November 5, 2007: 8:30 PM

Donna Vallone, PhD, MPH , American Legacy Foundation, Washington, DC
Jennifer Duke, PhD , RTI International, Boulder, CO
Kristen L. McCausland, MPH, MSW , American Legacy Foundation, Washington, DC
Haijun Xiao, MS , American Legacy Foundation, Washington, DC
Jane A. Allen, MA , American Legacy Foundation, Washington, DC
The EX Campaign is designed to reduce barriers to successful quitting by providing and promoting cessation services, and by changing smoker's knowledge, beliefs and attitudes about quitting. The Campaign was piloted in four U.S. cities (Buffalo, NY; Baltimore, MD; San Antonio, TX; Grand Rapids, MI) for six months beginning in the fall and winter of 2006. Phase I of the pilot made use of a mass media campaign to drive smokers to telephone and Internet counseling and a free quit manual. Phase II used media to change smokers' knowledge, attitudes and beliefs about quitting.

Evaluation of EX included both site-specific and cross-site studies. Cross-site data collection focused on awareness of and receptivity to campaign advertising and utilization of EX services. Site-specific studies examined campaign receptivity among African Americans and Hispanics, effectiveness of the EX manual and the impact of free nicotine replacement therapy. A comprehensive evaluation was conducted in Grand Rapids, where cross sectional and longitudinal data were collected to assess the campaign impact on campaign-related knowledge, attitudes and behavior at three and six months post-campaign launch.

This presentation will introduce the EX campaign pilot and highlight selected results to date, including data on ad receptivity, call volume for telephone counseling services, web traffic and receptivity to EX's online services, the efficacy of the EX manual and campaign-associated changes in knowledge, attitudes and behavior.

Learning Objectives:
1. Recognize the evidence-based elements that are critical to an effective smoking cessation campaign, and how these have been combined to develop the EX campaign. 2. Describe the phased use of mass media to promote use of cessation services among adults who are ready to quit smoking and to change key knowledge, attitudes and behaviors among those who want to quit but do not know how. 3. Understand the impact of a mass media campaign combined with evidence-based services on adult smoking cessation in four U.S. cities.

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.