Results of the DC Tobacco Free Families (DCTFF) campaign evaluation

The DC Tobacco Free Families(DCTFF)is a multi-component tobacco use prevention and cessation campaign. DCTFF has implemented a coordinated multi-media campaign, community-based educational and treatment programs, counseling and free nicotine replacement therapy (NRT),training for public health care providers, and efforts to create tobacco-free hospital and higher education campuses. DCTFF targets minority and underserved communities, which often have higher smoking rates, do not respond positively to conventional anti-tobacco messages, and may not be able to afford counseling or nicotine replacement therapy. An independent contractor conducted a process and outcomes evaluation of the DCTFF campaign. Evaluators documented implementation of program components. The American Cancer Society interviewed quitline callers about tobacco use 3, 6, and 12 months after their initial calls. Comparisons of pre- and post-campaign smoking prevalence,quitline caller survey response, and quit attempt rates were analyzed to assess program outcomes. Qualitative data such as structured interviews and observations collected at community partner site visits were used to interpret results. Data show that the program was implemented as planned. Quitline calls increase dramatically when the media campaign is in effect. Smoking prevalence has decreased 20 percent in the 3 years since campaign inception. The media campaign resonates with targeted audiences. Community partners are strongly invested in the campaign's success. Results suggest that coordinated services- including strong collaboration with partners serving underserved DC residents, a media campaign designed to address these residents, and free evidence-based cessation services- have effectively increased quit attempts and reduced smoking prevalence in the District of Columbia.