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“ Become an EX ” Pilot Update

“ Become an EX ” Pilot Update. Donna Vallone, Legacy Consumer Demand Roundtable June 8, 2006. “Become an EX” Pilot. Multi-component smoking cessation campaign to be tested September 2006. Goal: Increase the number of informed quit attempts Strategies:

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“ Become an EX ” Pilot Update

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  1. “Become an EX”Pilot Update Donna Vallone, Legacy Consumer Demand Roundtable June 8, 2006

  2. “Become an EX” Pilot • Multi-component smoking cessation campaign to be tested September 2006. • Goal: Increase the number of informed quit attempts • Strategies: • Reduce barriers to successful quitting by promoting cessation services • Teach people how to quit smoking by changing knowledge, attitudes, and beliefs related to successful quitting

  3. “EX” Components • Media campaign • Telephone counseling • Web-based services • Quit manual • Partnerships • Evaluation

  4. Media Campaign • Television, radio, and print • Two phases: • One: Call to action • Two: Knowledge, attitudes, beliefs • Earned media

  5. Telephone Counseling • Ads will promote 1-800-QUIT-NOW to connect callers with state-based telephone counseling • 1-800-QUIT-NOW and other resources will be included online and in printed material

  6. Web-Based Service • Web address: www.BecomeAnEX.org • Cessation services and information • Customized quit plan • Download quit manual • Online community • Social support / dialogue • Relapse prevention • Accessibility • Spanish language • Hearing-impaired and other disabilities

  7. Quit Manual • Designed to help smokers develop a quit plan that includes one or more effective cessation strategies, particularly counseling, pharmacotherapy and social support • Evidence-based content • Edited by former smoker • Free-of-charge

  8. Key Opportunities for Innovation Media/Creative: • Combine evidence-based cessation strategies with a new tone in cessation messaging • Dispel misperceptions about pharmacotherapy • Break down barriers to obtaining cessation counseling

  9. Key Opportunities for Innovation Partnerships: • Link to community-based organizations • Partner with corporations/retailers to distribute the quit manual • Establish a public/private alliance for national campaign media buy

  10. Reaching Disparate Populations • Formative research with African Americans and Latinos • Multicultural representation in advertising • Translation/cultural adaptation of website and manual • Promotion through organizations serving priority populations and those using culturally competent frameworks • Community outreach through priority populations media agencies • Evaluation focus on campaign effectiveness among priority populations

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