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Slide 2 North American Quitline Consortium Randi Lachter, MPH Project Manager Building Consensus: National Quitline Promotions Innovations in Building Consumer Demand for Tobacco Cessation Products and Services Conference Washington, D.C. May 3-4, 2007 Slide 3 Overview The North American Quitline Consortium (NAQC) Quitline Promotions General Overview oNAQCs Promotion Task Force Core Principles for Quitline Promotion Innovations in Quitline Promotions oNRT oWeb oAdvertising and outreach Slide 4 Acknowledgements NAQC members and staff NAQC Promotion Task Force chaired by Connie Revell, Smoking Cessation Leadership Center and Annamaria Feltracco, Feltracco Consulting Contributors oPat Milner, Product Manager, QuitNet oMarietta Dreher, Senior Marketing Manager, ClearWay Minnesota SM oStephen Michael, Director, Arizona Smokers Helpline oDonna Warner, Director of Cessation Policy and Program Development, Massachusetts Department of Health Slide 5 NAQC Mission: Maximize the access, use and effectiveness of quitlines Provide leadership and a unified voice to promote quitlines Offer a forum to link those interested in quitline operations Membership: 340 (300 US, 40 Canada) Slide 6 NAQC Promotion Task Force Core Principles Quitlines are working toward accomplishing these specific goals: To reach increased numbers of tobacco users each year. To provide treatment services to increased numbers of tobacco users yearly; and To achieve higher quit rates via quitline treatment. Quitline promotion should be conducted collaboratively with efforts to increase capacity and quality of quitline services. Promotions should strive to reach all populations who need quitline services, particularly those who remain at high risk for smoking. Slide 7 NAQC Promotion Task Force Core Principles (continued) Promotions should be evidence-based. Promotions should not be conducted in the absence of a plan to respond to increased demand with adequate resources. The best promotions are sustainable and build on existing quitline infrastructure. Slide 8 NAQC Promotion Task Force Core Principles (continued) The value of a broad quitline network is well established, and good promotions recognize this. Promotion efforts should be fluid and flexible. Quitline promotion should strive to increase quit attempts in the population. Quitline promotion should not discourage provision of cessation treatment by the private sector. Slide 9 Driving Calls to Quitlines NRT Web Advertising and Outreach Slide 10 Q uitline Nicotine Patch Promotions Targeting Lower-Income Communities READY,SET,QUIT Massachusetts Tobacco Control Program Slide 11 Impetus for Community-Focused NRT Promotions Low SES is highly correlated with geographic location in Massachusetts Cities selected have higher use rates than statewide average Example: New Bedford & Fall River Smoking rate 30.1% vs. 18.1% statewide