This is My Room - CPPW Project Increases Quitline Enrollment

Abstract: 

Background:  In November 2009 while writing the application for ARRA funds it was determined that WV should focus on the 18-34 year old population.  This population is notorious for not using Quitline services. Our goal was to increase Quitline enrollment by 600 per year for the two year project. As of the date of this abstract submission WV has enrolled over 2,000 people in this population.

Methods:  Focus groups were conducted in late 2009 and the results of these focus groups told us that this age group wants to stop smoking.    Our media contractor was involved in conducting the focus groups and we worked with them to develop the “My Room” media campaign, which consists of four  thirty second spots.   

Results:  Our Quitline was so overwhelmed with enrollees that  allotted ARRA monies were depleted in the first three months of the project.  WV had to supplement with state funding to allow the program to continue. 

Conclusions: When a program has a competent media company that can use focus group data appropriately to develop progressive media – you can make inroads into a specific population.

Audience: All tobacco prevention advocates regardless of experience.

Key Points: 1.  Focus groups can be advantageous.  2.  Planning is essential.  3. Working partners are very important.

Educational Experience: Presenter will provide a powerpoint presentation and also show all 4 30 second ads developed for the project.

Benefits: Audience will learn about an award winning media campaign.