2012 Tips™ Publications
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The Influence of State-specific Quitline Numbers on Call Volumes during a National Tobacco Education Campaign promoting 1-800-QUIT-NOW
Publication Date: April 12, 2016
Zhang, L., PhD, Malarcher, A, PhD; Mann, N, BA; Campbell, K, BS; Davis, K, MA; Anderson, C, BA; Alexander, R, PhD; Rodes, R, MS
Nicotine & Tobacco Research
DOI: http://dx.doi.org/10.1093/ntr/ntw100
- Having an alternate quitline number did not affect the rate of increase in calls to 1-800-QUIT-NOW, but it was associated with lower absolute numbers of calls to 1-800-QUIT-NOW (e.g., 98 fewer calls).
- In CA, Tips™ GRPs correlated positively with calls to 1-800-QUIT-NOW and to 1-800-NO-BUTTS.
Does Digital Ad Exposure Influence Information-Seeking Behavior Online? Evidence From the 2012 Tips From Former Smokers National Tobacco Prevention Campaign
Publication Date: March 16, 2016
Annice K, PhD; Hansen, H, MPP; Duke, J, PhD, Davis, K MA; Alexander, R, PhD; Rowland, A, MSc; Mitchko, J, MEd
Journal of Medical Internet Research
DOI: http://dx.doi.org/10.2196/jmir.4299
- Results suggest that online ad exposure is associated with confirmed visits to the Tips 2012 campaign sites and visits to other cessation websites.
- These information-seeking behaviors occur up to several weeks after ad exposure.
- Web behavior data from online panels are useful for examining exposure and behavioral responses to digital campaign ads.
The Dose–Response Relationship Between Tobacco Education Advertising and Calls to Quitlines in the United States, March–June, 2012
Publication Date: November 5, 2015
Davis, KC, MA; Alexander, RL Jr., PhD, MPH; Shafer, P, MA; Mann N; Malarcher, Ann, PhD; Zhang, L, PhD
Preventing Chronic Disease
DOI: http://dx.doi.org/10.5888/pcd12.150157
- For quitline-tagged ads, an additional 100 television GRPs per week was associated with an increase of 89 calls per week in a typical area code in the United States. The same unit increase in advertising GRPs for ads tagged with Smokefree.gov was associated with an increase of 29 calls per week in any given area code.
- We estimated that the Tips campaign was responsible for more than 170,000 additional calls to 1–800-QUIT-NOW during the campaign and that it would have generated approximately 140,000 additional calls if all ads were tagged with 1–800-QUIT-NOW.
- For campaign planners, these results make it possible to estimate 1) the likely impact of tobacco prevention media buys and 2) the additional quitline capacity needed at the national level should future campaigns of similar scale use 1–800-QUIT-NOW taglines exclusively.
Cessation Outcomes Among Quitline Callers in Three States During a National Tobacco Education Campaign
Publication Date: July 16, 2015
Vickerman, KA, Zhang, L, Malarcher, A, Mowery, P, Nash, C
Preventing Chronic Disease 2015;12
DOI: http://dx.doi.org/10.5888/pcd12.150024
- Tobacco users seeking treatment from quitlines during the Tips campaign achieved similar cessation outcomes, despite the possibility that they might be less committed to quitting.
- Enrolled callers had similar results, regardless of campaign exposure levels.
- Antismoking mass media campaigns such as Tips are valuable in:
- Increasing tobacco users’ exposure to quitlines
- Increasing their likelihood of making a quit attempt
- Eventually quitting tobacco altogether
Impact of a U.S. Antismoking National Media Campaign on Beliefs, Cognitions and Quit Intentions
Publication Date: May 13, 2015
Duke, JC, Davis, KC, Alexander, RL, MacMonegle, AJ, Fraze, JL, Rodes, RM, Beistle, DM
Health Education Research 2015;30(3):466–83
DOI: http://dx.doi.org/10.1093/her/cyv017
- As a result of viewing the Tips campaign, smokers reported greater intentions to quit within the next 30 days and next 6 months; smokers who saw the ads multiple times had even greater intentions to quit.
- An estimated 566,000 additional U.S. smokers reported their intention to quit smoking within the next 6 months as a result of viewing Tips campaign ad.
A Cost-Effectiveness Analysis of the First Federally Funded Antismoking Campaign
Publication Date: December 10, 2014
Xu X, Alexander RL Jr, Simpson SA, Goates S, Nonnemaker JM, Davis KC, McAfee T
American Journal of Preventive Medicine 2015;48(3):318–25
DOI: http://dx.doi.org/10.1016/j.amepre.2014.10.011
- With total campaign costs of about $48 million, Tips spent approximately:
- $480 per smoker who quit
- $2,819 per premature death prevented
- $393 per year of life saved
- $268 per year of healthy life gained
- At these amounts, the Tips campaign is a “best buy” in public health, where the benchmark for a cost-effective health program is $50,000 per year of life saved. Research shows that education efforts like this provide an excellent return on investment, saving lives, and lowering health care costs.
Changes in Quitline Caller Characteristics During a National Tobacco Education Campaign
Publication Date: January 5, 2015
Zhang L, Vickerman K, Malarcher, Carpenter K
Nicotine & Tobacco Research 2015;17(9):1161–6
DOI: http://dx.doi.org/10.1093/ntr/ntu271
- Compared with 2011, the number of callers during the 2012 campaign increased by 72%, and callers were twice as likely to hear about the quitline through television media.
- The proportion of uninsured callers was slightly higher during the Tips campaign than in 2011.
- People who were aware of the campaign were slightly more likely to be non-Hispanic Blacks, younger than age 55 years, and uninsured than those unaware of the campaign.
Intermediate Cessation Outcomes Among Quitline Callers During a National Tobacco Education Campaign
Publication Date: July 8, 2014
Zhang, L, Vickerman, K, Malarcher, A, Mowery, P
Nicotine & Tobacco Research 2014;16(11):1478–86
DOI: http://dx.doi.org/10.1093/ntr/ntu105
- Compared with similar weeks in 2011, the number of quitline callers and callers who received counseling and/or nicotine replacement therapies increased by 88.6% (48,738 in 2011 vs. 91,911 during Tips) and 70.8% (40,546 in 2011 vs. 69,254 during Tips), respectively.
- Greater numbers of callers reported having made 24-hour quit attempts or having quit for 7 days or longer during the Tips campaign.
Effect of the First Federally Funded US Antismoking National Media Campaign
Publication Date: September 9, 2013
McAfee T, Davis KC, Alexander RL, Pechacek TF, Bunnell, R.
The Lancet 2013;382(9909):2003–11
DOI: http://dx.doi.org/10.1016/S0140-6736(13)61686-4
- An estimated 1.64 million Americans tried to quit smoking because of the 2012 campaign.
- Approximately 100,000 smokers are expected to stay quit for good.
- An estimated 6 million nonsmokers talked with friends and family about the dangers of smoking, and an estimated 4.7 million additional nonsmokers recommended cessation services to their friends and family.
Increases in Quitline Calls and Smoking Cessation Website Visitors During a National Tobacco Education Campaign, March 19–June 10, 2012.
Publication Date: August 31, 2012
Centers for Disease Control and Prevention
MMWR August 31, 2012 / 61(34);667-670
http://www.cdc.gov/mmwr/preview/mmwrhtml/mm6134a2.htm
- Total call volume to the 1-800-QUIT-NOW quitline during the Tips campaign was 365,194 calls, compared with 157,675 calls during the corresponding 12 weeks in 2011, for a total of 207,519 additional calls, or a 132% increase.
- Compared with the corresponding weeks in 2011, weekly increases in calls to the quitline during the campaign ranged from 86% to 160%.
- The Web site received 629,898 unique visitors during the 2012 campaign, compared with 119,327 during the same period in 2011, for a total of 510,571 additional unique visitors, or a 428% increase.
- Weekly increases in Web site visitors compared with the corresponding weeks in 2011.
- Altogether, compared with 2011 data, 718,090 additional calls and unique Web site visitors were received during the Tips campaign.
- Page last reviewed: December 28, 2016
- Page last updated: December 28, 2016
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