239348 Comparison of phone and online enrollees in NYC's annual large-scale Nicotine Replacement Therapy giveaway program

Wednesday, November 2, 2011: 12:30 PM

Micaela H. Coady, MS , Bureau of Chronic Disease Prevention and Tobacco Control, NYC Department of Health and Mental Hygiene, New York, NY
Ijeoma G. Mbamalu, MPH , Bureau of Chronic Disease Prevention and Tobacco Control, New York City Department of Health and Mental Hygiene, New York, NY
Elizabeth A. Kilgore, MA , Bureau of Tobacco Control, New York City Department of Health and Mental Hygiene, New York, NY
Karen Davis, MPH, MSW , Bureau of Tobacco Control, New York City Department of Health and Mental Hygiene, New York, NY
Background: The New York City (NYC) Department of Health and Mental Hygiene has offered nicotine replacement therapy (NRT) to NYC smokers through an annual time-limited giveaway, enrolling 250,000 smokers since 2003. Starting in 2010, in addition to enrolling by phone, smokers were able to enroll online.

Program Description: In 2010, the giveaway was conducted in collaboration with 3-1-1, NYC's non-emergency information line, and was promoted by a hard-hitting, anti-smoking media campaign. All giveaway applicants completed a phone-based or online survey that assessed demographics, smoking behaviors and eligibility for receiving NRT. Enrollees were mailed NRT and educational materials and received a counseling call post-enrollment.

Results: Over 40,000 smokers enrolled during the 16-day 2010 program, with an average of 2,500 enrollees per day, the highest ever for this program. About half (55%) enrolled by phone and 45% enrolled online. Compared to phone enrollees, online enrollees were more likely to be: ages 25-44 (51% vs. 33%), white (53% vs. 33%), and college graduates (35% vs. 18%). Phone enrollees were more likely to be ages 45-64 (55% vs. 40%), black (32% vs. 17%), and have less than a high school education (22% vs. 8%).

Conclusions: The addition of the online enrollment option contributed to the program's ability to enroll a larger number of smokers, and new populations of smokers that had not previously applied by phone. As online smoking cessation tools become increasingly popular, phone-based options should continue to be made available. This NRT giveaway model may be generalizable to other large urban areas.

Learning Areas:
Program planning
Public health or related research

Learning Objectives:
Describe NYCís annual, time-limited NRT giveaway program Compare the demographic and smoking characteristics of phone and online enrollees in the 2010 NRT giveaway program Identify factors related to the successful development and launch of an online cessation program

Keywords: Smoking Cessation, Evaluation

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I direct the research and evaluation efforts, and dissemination of publications and reports related to tobacco control.
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.