CDC's Tips From Former Smokers (Tips) Campaign and Its Impact on Quitlines

Transcription

1 CDC's Tips From Former Smokers (Tips) Campaign and Its Impact on Quitlines Lei Zhang and Ann Malarcher Centers for Disease Control and Preven8on OSH Evalua6on Webinar March 31, 2015 The findings and conclusions in this report are those of the authors and do not necessarily represent the official posi6on of the Centers for Disease Control and Preven6on. Na6onal Center for Chronic Disease Preven6on and Health Promo6on Office on Smoking and Health

2 Outline Tips and calls to the quitline Na6onal States Changes during Tips Caller characteris6cs Intermediate cessa6on outcomes Changes in cessa6on outcomes Annual changes in total calls to the quitline

3 Tips Implementa8on Strategies Tips weeks (3/19 6/10) Radio Ads aired in 17 markets Approximately 1/3 ads tagged with QUITNOW, 2/3 with Average Weekly Market- level Weighted GRPs ranging from Tips 2014 (wave 1) Recycled Tips ads 9 weeks (2/3 4/6) Tips weeks (3/4 6/23) with pulsing (10 weeks on air and 6 weeks off air) Talk With Your Doctor (1 week) Approximately 2/3 ads tagged with QUITNOW, 1/3 with (9 weeks) Average Weekly Market- level Weighted GRPs ranging from Tips 2014 (wave 2) New Tips ads 9 weeks (7/7-9/7)

4 Tips and Calls to QUIT- NOW (Na8onal) 40,000 Tips 1 Tips 2 Tips 3.1 Tips ,000 30, QUITNOW Calls 25,000 20,000 15,000 10,000 5,000 0

5 Tips 2012 and Tips 2013 Mul8variate Model Results Total GRP's (hundreds) Counterfactuals Campaign GRP* Coefficient CI P- value Predicted Calls AZributable to Tips Media Tips (42.55, 48.94) < ,065 Tips (48.09, 52.85) < ,044 *GRP=Gross Ra6ng Points: frequency of exposure X reach of the audience All models controlled for media purchased by state, DMA smoking prevalence, area code popula6on; percentages of the DMA popula6on that were non- Hispanic Black or Hispanic; percentage of the DMA popula6on that had a bachelor s degree or higher; and the median annual household income in tens of thousands within the DMA

6 Results for Mul8variate Model of the Rela8onship between Tips 2012 Campaign Media and State Specific Calls to QUIT- NOW Tips 2012 campaign media was associated with significant increases in calls to QUIT- NOW in 47 states (including the District of Columbia). Gross Ra6ng Points (GRPs) are a measure of exposure to campaign media. Lei Zhang, 6 Ann Malarcher, Nathan Mann, et. al. State Varia6ons in Quitline Calls during A Na6onal Tobacco Educa6on Campaign, in press, American Journal of Health Promo6on

7 Changes in Quitline Caller Characteris8cs during a Na8onal Tobacco Educa8on Campaign Evalua6on Ques6on: Did quitline caller characteris6cs, including demographics and smoking- related behaviors, change during the Tips campaign? Analysis Strategy: During Tips campaign (3/19/2012 6/10/2012) compared to a similar 6me period in 2011 (3/21/2011 6/12/2011) in 20 states and D.C. Compared caller characteris6cs by self- reported awareness of Tips during the campaign in 13 quitlines Group differences were assessed using chi- square and t- tests, adjusted for clustering by state Conclusions: Increased the reach of quitline services across all demographic and tobacco use groups Par6cularly among those who were uninsured Lei Zhang, Katrina Vickerman, Ann Malarcher, and Kelly Carpenter (2014). Changes in Quitline Callers Characteris6cs during a Na6onal Tobacco Educa6on Campaign, Nico6ne and Tobacco Research, online ahead of print

8 Intermediate Cessa8on Outcomes among Quitline Callers During A Na8onal Tobacco Educa8on Campaign Evalua6on Ques6on: Did the Tips campaign have an impact on quitline callers intermediate cessa6on outcomes (24- hrs quit azempts and 7+day quits)? Analysis Strategy: 22 states and D.C. quitline data on enrollment, service u6liza6on, quit azempts and self- reported quirng during Tips campaign vs. a similar 6me period in Mul6variate models to examine Tips exposure (GRPs) and intermediate cessa6on outcomes, adjusted for confounding factors and stra6fied by tobacco control program funding Conclusions: Greater numbers of callers reported posi6ve intermediate cessa6on outcomes during the TIPS campaign, although propor6onally fewer engaged in these behaviors compared to the previous year. Higher TIPS campaign exposure was posi6vely associated with intermediate cessa6on outcomes among persons from states with higher tobacco control funding. Lei Zhang, Vickerman, Malarcher, and Mowery (2014). Intermediate Cessa6on Outcomes among Quitline Callers During A Na6onal Tobacco Educa6on Campaign, Nico6ne and Tobacco Research, 16(11), p

9 Cessa8on Outcomes among Quitline Callers during a Na8onal Tobacco Educa8on Campaign: Evidence from Three States Evalua6on Ques6on: Were quit outcomes (30+ day quits) assessed at 7- month aser registering with the quitline related to Tips campaign exposure among tobacco users seeking help with quirng from state quitlines? Analysis Strategy: 715 tobacco users from three quitlines (NE, NC, and TX) Mul6variate logis6c regression controlling for par6cipant characteris6cs and their service u6liza6on Conclusions: Callers achieved similar outcomes regardless of campaign exposure levels once enrolled in quitline counseling. Manuscript is currently under review with Preven6ng Chronic Disease

10 Annual Total Calls to the Quitline* Year Annual Quitline Calls (Na8onal Quitline Data Warehouse) % Change Annual Calls to QUIT- NOW (Na8onal Cancer Ins8tute) % Change , , , % 488, % ,184, % 720, % ,222, % 639, % ,147, % 666, % *Total call volume is for 39 states with complete NQDW data from

11 THANK YOU Contact Lei Zhang, Ph.D., Senior Service Fellow, Office on Smoking and Health. Ann Malarcher, Ph.D., Senior Scien6st, office on Smoking and Health. Acknowledgement CDC OSH HCB: Bob Rodes, Deesha Patel, Diane Beistle RTI: Nathan Mann, Kevin Davis, Kelsey Campbell