142nd APHA Annual Meeting and Exposition

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Impact of the CDC TIPS campaign on Illinois Tobacco Quitline call volume

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Sunday, November 16, 2014

Livia Fortunato, MS , Research & Evaluation Group, Public Health Management Corporation, Philadelphia, PA
Jennifer D. Keith, MPH, CPH , Research & Evaluation Group, Public Health Management Corporation, Philadelphia, PA
Janene Brown , Research & Evaluation, Public Health Management Corporation, Philadelphia, PA
Background: The Illinois Department of Public Health funds the Illinois Tobacco Quitline (ITQL), operated by the American Lung Association. This partnership was formed in 2001 to provide free tobacco cessation services to the citizens of Illinois who are trying to quit. In March 2013, the Centers for Disease Control and Prevention (CDC) launched the second edition of its national Tips from Former Smokers campaign (TIPS). TIPS ads were seen/heard in both Spanish and English on television, radio, movie theaters, bus shelters, billboards, in print, and online. The ads specifically targeted those with chronic health conditions (chronic obstructive pulmonary disease (COPD), asthma, diabetes) and special population groups (American Indian/Alaska Natives and lesbian, gay, bisexual, transgender (LGBT)). Another TIPS campaign is planned for 2014.

Method: Intake surveys were collected by ITQL staff from all callers requesting intervention within fiscal year 2012/2013. Data were analyzed to compare geographic and demographic groups utilizing ITQL before, during, and after the TIPS campaign. 2013/2014 data will also be presented.

Results: A significant increase in call volume to ITQL was observed in the weeks during and immediately following the 2013 TIPS campaign, especially in first time callers, those intending to quit in the next 30 days, and individuals with chronic health conditions. Reports of electronic media as a referral source increased significantly.

Conclusions: The TIPS campaign drives tobacco users to call ITQL. First time callers and those with health conditions targeted by the ads are significantly more likely to call during the campaign compared to other times.

Learning Areas:

Administer health education strategies, interventions and programs
Communication and informatics
Provision of health care to the public

Learning Objectives:
Compare ITQL referral sources before, during, and after the 2013 and 2014 TIPS campaigns. Identify key differences found between those motivated to call ITQL during the TIPS campaign and those who called ITQL at other points. Explain the impact of national media efforts on ITQL call volume.

Keyword(s): Tobacco Use, Media

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been a research associate on multiple projects related to statewide tobacco evaluations, specifically focused on state quitlines, advocacy, and locally-based cessation and prevention. I have a special interest in tobacco cessation strategies and patterns of tobacco use in especially vulnerable populations.
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.

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