REAL-Life - A Successful Mass REAL-Life - A Successful Mass Media Television Campaign Media Television Campaign

in West Virginiain West Virginia

Presented by Bruce W. Adkins, DirectorDivision of Tobacco Prevention

West Virginia Bureau for Public Healthto

National Conference on Tobacco or National Conference on Tobacco or HealthHealth

October 25, 2007in Minneapolis, Minnesota

© 2007 WV DHHR / DTP

© 2005 WV DHHR/DTP

Gary B. Sams MS, PresidentBrandy Iams, Cessation Services Manager

Partners in Corporate Health, LLCA beBetter Networks Company, Inc

Home Office: beBetter Networks Inc.Renaissance Tower, First Floor 109 Capitol Street Charleston, WV 25301

1.304.345.6800 local 1.800.348.5307 toll free 1.304.345.2009 fax

A little background history on the A little background history on the West Virginia tobacco quitline . . .West Virginia tobacco quitline . . .

© 2007 WV DHHR / DTP

- Began in 2000

- Administered by Partners in Corporate Health, LLC since its origin

- Public Employees Insurance Agency and Medicaid

- In 2002, Division of Tobacco Prevention started to offer quitline services for the uninsured

- Evolution of the WV quitline has been remarkableremarkable!!

Kathy Danberry, Cessation Program Manager West Virginia- Division of Tobacco Prevention 350 Capitol Street, Room 206 Charleston, West Virginia 25301-3715 kathydanberry@wvdhhr.org or 304-558-6260 © 2007 WV DHHR / DTP

In 2005, West Virginia already had an In 2005, West Virginia already had an existing and successful quitline!existing and successful quitline!

Yet, media and ads were not ‘on-going’ or done with regularity

© 2007 WV DHHR / DTP

The purpose of this presentation is to demonstrate the impact of this personal testimonial media campaign on a statewide tobacco quitline.

This presentation discusses the change in enrollments for the West Virginia Tobacco Quit Line resulting from a twelve week television media campaign in 2005 highlighting the story of Janet Wells, a smoking-induced lung cancer patient.

Janet WellsJanet Wells

© 2007 WV DHHR / DTP

*

Janet Wells Ad: 60 SecondJanet Wells Ad: 60 Second

Janet Wells Ad: 30 SecondJanet Wells Ad: 30 Second

Janet Wells Media CampaignJanet Wells Media CampaignWV’s “1st Personal ” Ad Campaign

• CDC Supplemental Funding allowed for this ‘call to action’ ad to be run in one third of the state’s media market during a 4 month time frame.

• ~25% increase in calls to the WV quitline, and an estimated 13% increase in enrollment

• Results from this ad or National Quitline?

© 2007 WV DHHR / DTP

Summary of the ‘campaign’ studySummary of the ‘campaign’ study• A twelve week media campaign was aired by three television

stations with complete coverage to sixteen counties and partial coverage to another seven counties.

© 2007 WV DHHR / DTP

• The remaining thirty-two counties received no coverage and served as control counties.

• Enrollment data was collected for a thirteen week period for the year of the intervention and for the same thirteen weeks for a year prior to the intervention to adjust for seasonal enrollment fluctuations.

• A one year return on investment was calculated by projecting health care and lost productivity cost savings compared to the campaign investment.

• Changes in referral sources were measured as a result of the campaign.

Janet Wells Media Campaign Janet Wells Media Campaign Television Coverage AreaTelevision Coverage Area

© 2006 WV DHHR / DTP

Hancock

Total Coverage

Barbour

Berkeley

Boone

Brooke

Clay

Fayette

Gilmer

Grant

Greenbrier

HampshireHarrison

Jackson

Lincoln

Marion

Mason

Mineral

Mingo

Monongalia

Monroe

Morgan

Nicholas

Ohio

Pendleton

Pocahontas

Preston

Putnam

RandolphRoane

Taylor

Tucker

Upshur

Wayne

Webster

Wirt

Wood

Wyoming

Pleas-ants

Dodd-ridge

Cal-houn

Marshall

Sum-mers

34.9

Braxton

HardyLewis

Logan

McDowell Mercer

Raleigh

Kanawha

Ritchie

Tyler

Wetzel

Cabell

Jeff-erson

16.9

48.2

Partial Coverage

Control

34.9 percent of state’s population

Another 16.9% of state’s population

Initial Janet Wells Initial Janet Wells Media Campaign AnalysisMedia Campaign Analysis

© 2007 WV DHHR / DTP

For a non-epidemiologist and/or non-researcherFor a non-epidemiologist and/or non-researcher::

The counties exposed to the television ad campaign were deemed “Coverage Counties” - thus these populations were exposed to the ad campaign.

Thus, making a few assumptions, those residents Thus, making a few assumptions, those residents who were exposed to the campaign represented who were exposed to the campaign represented 43 percent of the State’s population.43 percent of the State’s population.

57% were not exposed to the initial ads in 2005.

- 16 counties received full exposure across the entire county area equal to a population of 633,233 residents.- 7 counties received partial coverage only, equal to a population of 307,483 residents.

Initial Janet Wells Initial Janet Wells Media Campaign AnalysisMedia Campaign Analysis

© 2007 WV DHHR / DTP

For a non-epidemiologist and/or non-researcherFor a non-epidemiologist and/or non-researcher::

County-level quitline enrollment was collected for the time frame of the Janet Wells campaign (January 17th thru April 15th) for 2005.

Similar enrollment data from the year prior was obtained for comparison, and ratios were calculated for the coverage and non-coverage areas.

Calculations were made to determine if enrollments were higher or lower, and for actual versus projected enrollments.

Initial Janet Wells Initial Janet Wells Media Campaign AnalysisMedia Campaign Analysis

© 2007 WV DHHR / DTP

In counties where there was complete exposure, In counties where there was complete exposure, at minimum, they experienced almost a 16 percent at minimum, they experienced almost a 16 percent higher enrollment than the prior year.higher enrollment than the prior year.

Partial coverage counties experienced a 9 percent increase in enrollment because of the media campaign.

Initial Janet Wells Initial Janet Wells Media Campaign AnalysisMedia Campaign Analysis

Return on InvestmentReturn on Investment

© 2007 WV DHHR / DTP

- In counties where there was complete or partial media exposure, at minimum, there were an additional 250 enrollees due to the campaign.

- The WV Quitline experienced a six-month quit rate of 29 percent during this time frame.

- At the time, the annual cost savings per quit smoker in WV was $4,884.

Estimated total annual cost savings of these 250 enrollees was $354,090.$354,090.

Initial Janet Wells Initial Janet Wells Media Campaign AnalysisMedia Campaign Analysis

Return on InvestmentReturn on Investment

© 2007 WV DHHR / DTP

A X B X C = Total Cost Savings Enrollees X Quit Rate X Cost Savings (per quitter)

250 X 0.29 X $4,884 = $354,090250 X 0.29 X $4,884 = $354,090

Total funding invested in the 2004 Janet Wells Campaign was $79,320$79,320

Thus, the 1-year return on investment was a cost savings of $4.46cost savings of $4.46 for every dollar invested in the initial campaign.

Initial 2005 Janet Wells Initial 2005 Janet Wells Media Campaign Coverage Media Campaign Coverage

© 2006 WV DHHR / DTP

It can be concluded that the Janet Wells Campaign had a dramatic effect to increase the number of individuals enrolling in and successfully quitting using the West Virginia Quitline.

Janet Wells’ vision that she Janet Wells’ vision that she would somehow have a positive would somehow have a positive effect in delivering her message effect in delivering her message to help people quit smoking and to help people quit smoking and save lives was realized!save lives was realized!

www.wvdtp.org

• Bruce W. Adkins, Director West Virginia- Division of Tobacco Prevention 350 Capitol Street, Room 206 Charleston, West Virginia 25301-3715 bruceadkins@wvdhhr.org

or 304-558-1743

© 2007 WV DHHR / DTP

QUES

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Rhymes with “Noose”

“SStill NNot UUser SSafe”

© 2007 WV DHHR / DTP