Evaluation of the national “EX” campaign: An evidence-based, mass media smoking cessation campaign

“EX” is an evidence-based, mass media smoking cessation campaign piloted by American Legacy Foundation in four U.S. cities in 2007. Based on positive results from the pilot evaluation, the campaign was modified and expanded to the national level in 2008. The immediate goals of the national EX campaign were to: 1) increase smokers' knowledge and change attitudes and beliefs related to successful quitting; 2) increase self-efficacy; and 3) increase intentions to quit. A longer term goal was to increase quit attempts. This presentation describes the evaluation design and findings from the national EX campaign.

The evaluation consisted of a longitudinal panel study, conducted by telephone, and a national online panel study conducted through Knowledge Networks. The online study was designed to monitor campaign awareness and receptivity, and to link these with gross ratings points (GRPs). Primary campaign outcomes were measured using the longitudinal data, which was collected by random-digit dial (RDD) in eight designated market areas (DMAs). Baseline telephone interviews were conducted with 5,000 smokers in the winter and spring of 2008; follow-up interviews were conducted six months after the campaign launch. The final sample for the longitudinal study was 4,067 smokers.

More than 30% of adult smokers nationwide had confirmed awareness of EX; receptivity to EX was high among the target audience. Multivariable analyses indicated that campaign awareness was associated with shifts in the right direction in a subset of beliefs and attitudes related to quitting. In addition, campaign awareness was associated with an increase in quit attempts.