Increases in Quitline Calls and Smoking Cessation Website Visitors During a National Tobacco Education Campaign—March 19–June 10, 2012

August 31, 2012 / Vol. 61 / No. 34

MMWR Introduction

During March 19–June 10, 2012, CDC's Tips From Former Smokers (TIPS) campaign, the first federally funded, nationwide, tobacco education ad campaign, let smokers know that quitting assistance is available by calling 1-800-QUIT-NOW, a portal that links callers to their state tobacco quitlines; or visiting www.smokefree.gov , a federal website that helps people quit smoking. The analysis in this report compares quitline calls and unique website visitors during the 12-week ad campaign with the same time period in 2011.

The report indicates that an evidence-based, emotionally evocative national tobacco education ad campaign can substantially increase calls to state quitlines and unique visitors to a cessation website. The increase indicates that many smokers are interested in quitting and in finding out more about cessation assistance, and will respond to motivational messages that include an offer of help. This analysis provides additional evidence that, within the context of comprehensive tobacco control efforts, tobacco education media campaigns are an important intervention for increasing cessation.