Tips From Former Smokers: A Hard-Hitting Mass-Media Campaign that has Motivated Millions to Quit
Description: To reduce smoking and exposure to secondhand smoke, the U.S. Centers for Disease Control and Prevention (CDC) launched the first federally-funded, national tobacco education campaign in 2012. Based on research and lessons from other campaigns, a hard-hitting health consequences approach was chosen, featuring stories of real former smokers who had quit after suffering serious smoking-related health consequences. Evaluation methods included a national survey of cigarette smokers and nonsmokers, an analysis of calls to 1-800-QUIT-NOW, and a cost-effectiveness analysis.
- An estimated 1.6 million U.S. smokers attempted to quit smoking as a result of seeing Tips, with 100,000 of these smokers staying quit for 6 months or longer.
- Increased use of the 1-800-QUIT-NOW quitline and the smokefree.gov website during the campaign.
- Low-cost health investment: The Tips campaign spent approximately $480 per smoker who quit, $390 per year of life saved, $270 per year of healthy life gained, and $2,820 per premature death prevented, easily surpassing accepted minimum standards of cost-effectiveness.
Recommendations: Results of the Tips campaign add to the evidence base that indicates graphic, emotional media campaigns that use a health consequences approach can effectively and efficiently motivate smokers to quit.
Learning Areas:Public health or related research
Describe Tips from Former Smokers campaign approaches. Identify mass media campaign evaluation methods. Compare testimonial ad campaign model for other public health issues.
Keyword(s): Tobacco Control
Qualified on the content I am responsible for because: for the past five years I have overseen the development, implementation, and evaluation of the first national tobacco education campaign, Tips From Former Smokers.
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.