Outreach to Russian Smokers during an Annual Nicotine Replacement Giveaway

Audience: Individuals who work at urban cessation programs and/or individuals interested in reducing cultural smoking disparities. Key Points: The New York City Community Health Survey (NYC CHS), a cross-sectional telephone survey of 10,000 NYC adults, is conducted annually by the NYC Department of Health and Mental Hygiene (DOHMH). CHS data consistently report higher smoking prevalence among Russian-speaking New Yorkers compared to the general population (i.e., 24.0% vs. 14.0% in 2010). In response, in 2010 DOHMH developed a Russian language version of its online nicotine replacement therapy (NRT) registration form for its annual, time-limited NRT giveaway program. In 2010, 51 Russian speakers applied for the program online, 0.3% of total online applicants (n=17,966). Due to the low uptake, for the 2011 program a Russian-speaking intern answered calls at a phone number promoted through targeted advertisements in Russian newspapers and radio stations and enrolled smokers online. In 2011, the number of Russian web applicants increased to 510 (2.8% of total online applicants (n=18,296)). Data collected on referral source during registration indicated that the most effective way to reach Russian smokers was through radio deejay announcements. In 2012, we plan to repeat this effort and add an outreach component for Chinese smokers. Educational Experience: The audience will be able to summarize these targeted outreach efforts and lessons learned. Benefits: These results and lessons learned could be applied to similar culturally-targeted efforts in other jurisdictions.