“Become an EX”Pilot Update

Donna Vallone, LegacyConsumer 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:

• 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

“EX” Components

• Media campaign • Telephone

counseling • Web-based

services• Quit manual• Partnerships• Evaluation

Media Campaign

• Television, radio, and print• Two phases:

– One: Call to action– Two: Knowledge, attitudes, beliefs

• Earned media

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

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

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

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

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

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