1 / 10

“ 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:

samsel
Télécharger la présentation

“ Become an EX ” Pilot Update

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related