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TOBACCO TESTIMONIALS: DEVELOPING MEDIA TO INCREASE CALLS

TO ALASKA’S TOBACCO QUIT LINE

November, 2018

Alaska Department of Health and Social ServicesDivision of Public HealthSection of Chronic Disease Prevention and Health Promotion

Sara Clark, Deputy Program Manager

Tobacco Prevention and Control

[email protected]

Objectives Discuss the Alaska Tobacco Prevention and Control Program’s

best practice for using mass reach health communication interventions

Describe Alaska’s Tobacco Quit Line and the program’s media development to increase calls to the Quit Line

Describe the program’s media placement

Share the evaluation of the campaign, called Game Plan 2

Best Practices for Tobacco ControlState of Alaska’s Tobacco Prevention and Control Program follows CDC best practices for a comprehensive tobacco control program.

1. State and Community Interventions2. Mass Reach Health Communication Interventions3. Cessation Interventions4. Surveillance and Evaluation5. Infrastructure, Administration and Management

Mass Reach Health Communication Interventions

Goal: Use mass reach health communication interventions to increase calls to Alaska’s Tobacco Quit Line.

Data shows the program’s media campaigns are effective at increasing adult’s intentions of quitting tobacco and increasing calls to Alaska’s Tobacco Quit Line.

However, call volumes have dwindled in recent years.

What’s Been Done Before

Focus Group TestingSix focus groups held April through June, 2016

Three communities:

KotzebueUtqiaġvikKenai/Soldotna

Each community had one focus group of smokers and one focus group of non-smokers.

Game Plan 2• Messages included adults who quit using tobacco

by using Alaska’s Tobacco Quit Line services.

• Stories highlighted services available:• Phone • Text• Web• Free nicotine replacement therapy, which

includes patches, gum or lozenges

Media Placed at Recommended LevelsGame Plan 2 media placement met CDC best practices:

• Placed messages on mass-reach media, including TV statewide

• Reached 75% to 85% of target audience each quarter• Met minimum reach and frequency goals

o Exceeded the minimum average of 800 Gross Rating Points (GRPs) per quarter in each Designated Market Area

Success Stories

Chuck and Malinda

Raymond

Calls To Alaska’s Tobacco Quit Line

0

20

40

60

80

100

120

7/11

/201

6-7/

17/2

016

7/25

/201

6-7/

31/2

016

8/8/

2016

-8/1

4/20

16

8/22

/201

6-8/

28/2

016

9/5/

2016

-9/1

1/20

16

9/19

/201

6-9/

25/2

016

10/3

/201

6-10

/9/2

016

10/1

7/20

16-1

0/23

/201

6

10/3

1/20

16-1

1/6/

2016

11/1

4/20

16-1

1/20

/201

6

11/2

8/20

16-1

2/4/

2016

12/1

2/20

16-1

2/18

/201

6

12/2

6/20

16-1

/1/2

017

1/9/

2017

-1/1

5/20

17

1/23

/201

7-1/

29/2

017

2/6/

2017

-2/1

2/20

17

2/20

/201

7-2/

26/2

017

3/6/

2017

-3/1

2/20

17

3/20

/201

7-3/

26/2

017

4/3/

2017

-4/9

/201

7

4/17

/201

7-4/

23/2

017

5/1/

2017

-5/7

/201

7

5/15

/201

7-5/

21/2

017

5/29

/201

7-6/

4/20

17

6/12

/201

7-6/

18/2

017

6/26

/201

7-7/

2/20

17

7/10

/201

7-7/

16/2

017

7/24

/201

7-7/

30/2

017

8/7/

2017

-8/1

3/20

17

8/21

/201

7-8/

27/2

017

9/4/

2017

-9/1

0/20

17

9/18

/201

7-9/

24/2

017

10/2

/201

7-10

/8/2

017

10/1

6/20

17-1

0/22

/201

7

10/3

0/20

17-1

1/5/

2017

11/1

3/20

17-1

1/19

/201

7

11/2

7/20

17-1

2/3/

2017

12/1

1/20

17-1

2/17

/201

7

12/2

5/20

17-1

2/31

/201

7

1/8/

2018

-1/1

4/20

18

Figure 1. Callers to the AK Quit Line, 7/2016 - 1/2018

All callers Callers who saw a TV ad Cessation ad running

Total Calls By CampaignsTable 1. Quit Line Calls and TV Smoking Cessation Campaigns in Alaska,

7/11/2016 - 12/10/2017‡

Cessation Campaign Start Date End DateTotal

weeksTotal QL

calls*QL calls from

PSAs†Total average

calls/week

Average calls/week from

PSAs

Tobacco Hurts 7/11/2016 8/21/2016 6 230 19 38.3 3.2

Tobacco Replaces 11/7/2016 12/25/2016 6 217 27 36.2 4.5

Tobacco Steals 12/26/2016 1/15/2017 3 174 45 58 15

Cessation Depression 1/23/2017 5/28/2017 7 395 112 56.4 16

Game Plan 2 9/25/2017 12/10/2017 11 788 273 71.6 24.8

*Includes all tobacco users who called the Quit Line requesting an intervention

†Includes all tobacco users who called the Quit Line requesting an intervention who said that they were calling after seeing a TV PSA.

‡Analysis excludes the PSA campaign, "I didn't think it could happen to me", which only ran in the North Slope region.

Cost Per CallTable 2. Cost of Quit Line Calls by TV Smoking Cessation Campaign in Alaska,

7/11/2016 - 12/10/2017‡

Cessation Campaign Start Date End Date Total weeks TV PSA cost per call

Tobacco Hurts 7/11/2016 8/21/2016 6 $340.54

Tobacco Replaces 11/7/2016 12/25/2016 4

12/12/2016 12/25/2016 2

Total 6 $595.59

Tobacco Steals 12/26/2016 1/15/2017 3

Cessation Depression 1/23/2017 2/12/2017 35/1/2017 5/28/2017 4

Tobacco Steals and Cessation Depression Combined Campaigns† 10 $418.52

Game Plan 2 9/25/2017 12/10/2017 11 $270.72† Cost information for the Tobacco Steals campaign and the Cessation Depression campaigns is combined as cost information was only available quarterly and these two campaigns aired in the same quarter.

Lessons Learned• Although focus group findings showed that health

harms could motivate tobacco users to quit, most calls to the quitline were linked to messages focused on success stories and testimonials.

• Meeting CDC recommended levels of GRPs alone did not necessarily lead to more calls to the quitline. The content of the message matters in terms of driving calls.

• Evaluating cost per quit helped the program determine that content of the message matters.

Any Questions or Comments?

THANK YOU!

For more information, contact Sara Clark at [email protected] or 907-269-0465;

Or go to http://alaskaquitline.com

mailto:[email protected]

http://alaskaquitline.com/