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The 13th World Conference on Tobacco OR Health

Building capacity for a tobacco-free world

July 12-15, 2006, Washington, DC, USA

Friday, July 14, 2006 - 4:15 PM

The Role of Monitoring of Quitline Caller Data in the Placement of Mass Media Advertising to Promote Smoking Cessation

Helen Glasgow, The Quit Group, Level 12, Willbank House, 57 Willis Street, Wellington, New Zealand and Penny St John, Communications, The Quit Group, Level 12, Willbank House, 57 Willis Street, Wellington, New Zealand.

Objective: To describe how the level of callers to the national free phone smoking cessation helpline, the Quitline, is managed through placement of media advertising and monitoring of caller volumes.

Methods: Quitline caller data are monitored daily and compared with the placement of advertising, Target Audience Rating Points of specific placement and other external influences on the volume of callers. Monitoring of total numbers of callers and age, gender and ethnicity is carried out to ensure that the service meets the requirements of the Ministry of Health which contracts The Quit Group to operate the Quitline and media campaign services. Information gathered provides feedback to refine advertising placement.

Results: Media and caller monitoring enabled the placement of advertising so that it generates 550-750 callers wanting to make a quit attempt each week. The information gained from monitoring enables The Quit Group to align advertising with the Quitline call centre operations. The New Zealand experience is that television advertising generates the highest number of calls to the Quitline and that mass media advertising, monitoring and evaluation are integral parts of the Quitline operation.

External influences have also been shown to have a significant impact. The provision of inexpensive nicotine replacement therapy patches and gum provided a huge motivation to quit when first introduced in 2000. Other key external factors such as tax increases on cigarettes and news stories surrounding the introduction of legislation to make all indoor work places smokefree have also had a significant impact on the level of Quitline calls.

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