NH Tobacco Prevention & Cessation: 2018 QuitNow-NH and QuitWorks-NH Media & Promotion

State: New Hampshire

Client(s): National Jewish Health

Services: Health Communication, Training & Technical Assistance

Technical Expertise: Health Disparities, Population Health, Rural Health, State and Local Public Health, Substance Use

Website: http://quitnownh.org/

Since 2008, JSI has developed and launched multiple statewide marketing campaigns for the State of NH (https://www.youtube.com/user/TryToStopTobaccoNH) to promote awareness and utilization of QuitNowNH.org and 1-800-QUIT-NOW services. Campaigns have been targeted over the years to the general NH population, low socioeconomic status individuals, and women of childbearing age.

In 2010, the On the Road to Freedom campaign increased call volume to the helpline and garnered partnerships with the NH Department of Transportation and the NH Motor Speedway (NASCAR). In 2011, JSI targeted women of childbearing age and their partners with Dear Me, a statewide marketing campaign which included a social media contest encouraging entrants to create their own videos. Awareness of the helpline increased exponentially during this campaign. Contest winners became storytellers in their own commercials for marketing campaigns in 2013, 2015, and 2017 (http://quitnownh.org/category/dear-me/), Dear Me New Hampshire (DMNH). The helpline saw an overall increase in call volume of 60.5% over the course of the 2015 DMNH campaign, and a 527% increase during the campaign’s peak week (compared with the same week from the previous year without a media campaign or offer of NRT).

Results/Outcomes: Increased reach to targeted populations by up to 50%, increased Helpline call volume, enrollment and QuitWorks-NH referrals ranging from 25-300% during specific campaigns, increased social engagement, counseling utilization and quit attempts/rates (varied by population, insurance coverage and services received), increase awareness of state based tobacco treatment services by the provider community.

Honors/Awards: Recognized by CDC and the North American Quitline Consortium for TobaccoWeb. “Dear Me New Hampshire” 2013–2014 Campaign Summary Report received a Bronze Medal Grady Award from the National Public Health Information Coalition.