213670 Results of the DC Tobacco Free Families (DCTFF) campaign evaluation

Tuesday, November 9, 2010

Robin H. Pugh-Yi, PhD , Analytical and Technical Services Division, AFYA, Inc., Vienna, VA
Craig Dearfield, MA , Department of Sociology, Howard University, Washington, DC
Ajay Bhardwaj, PhD , Analytical and Technical Services Division, AFYA, Inc., Laurel, MD
Debra Annand , American Lung Association- DC, Washington, DC
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.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Diversity and culture
Implementation of health education strategies, interventions and programs
Program planning
Public health or related public policy
Public health or related research

Learning Objectives:
1. Describe the logic and components of the DC Tobacco Free Families campaign to prevent and reduce tobacco use. 2. Assess quantitative and qualitative data summarizing program results 3. Analyze applicability of the DC Tobacco Free Families campaign to other communities

Keywords: Tobacco Policy, Community-Based Partnership

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was the Principal Investigator in the evaluation study of the DC Tobacco Free Families campaign.
Any relevant financial relationships? No

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.