The 13th World Conference on Tobacco OR Health

Objective: The yearly contest “Le Défi j'arrête, j'y gagne” is a province wide "Quit and Win" contest that promotes smoking cessation in Quebec, Canada.

Methods: Participants are recruited in a mass media campaign and they are required to abstain and to maintain their non smoking status for at least 6 weeks. Current smokers with peer support are eligible to participate. Those who stopped could win prices at the end of the contest. To evaluate, 12-month follow up studies were designed for each year from 2000 to 2005. Phone surveys were performed at 6 months and 1 year after cessation. Participation, cessation and some socioeconomic aspects were also studied.

Results: Participation rates varied between 2.1 and 2,4%. Smokers with better level of education, better income and younger were more likely to participate in the contest as well as female smokers and non immigrants. Internet was the best way to recruit participants. Around 22% of the participants were still non smokers after one year of the contest. Smoking cessation rates were better for men than for women. Older smokers and smokers who smoked longer were more likely to stop smoking. Smoking cessation rates were better for smokers with higher level of education and for those with higher income level. The analysis of participation data in the 18 province regions suggested that participation rates are very sensitive to additional efforts or activities developed in the campaign in order to recruit smokers at the local level. The key factor for the intervention success is partnership.