![[ Visit Client Website ]](images/banner.gif)
Background: Tobacco use is a significant health problem in Vermont and remains the single most preventable cause of death in the United States. According to the 2011 Behavioral Risk Factor Surveillance System, approximately 95,000 Vermonters smoke. Despite reductions over the past decade, tobacco use among low socio-economic status (SES) Vermonters is widespread. For those living at or below 250% of the Federal Poverty Level, the smoking rate is 26% compared to 20% among the overall population.
Program background: The CDC’s Tips from Former Smokers campaign has been shown to increase quit attempts. Research in Vermont among low-SES and rural adult smokers also illuminated how to effectively reach this priority group by augmenting with local, personalized initiatives. For several years, the Vermont Department of Health offered free resources through the Vermont Quit Network (VQN) to facilitate tobacco cessation for Vermonters via three methods: Quit by Phone, Quit in Person and Quit Online. Focus group findings from 2012 and 2013, however, indicated that Vermonters were unaware of VQN as a brand. This lack of brand equity made it confusing and frustrating for those seeking help. Subsequent testing showed that the brand was negatively perceived and that many smokers were unaware of available resources. Research also illustrated the power of personal connection in effective tobacco cessation communication. For example, the stories page on the VQN website captured the highest engagement and the network of local quit counselors proved more appealing for cessation than talking with an out-of-state counselor on the phone. We also learned that many within the low-SES population access the internet through mobile phones. This research prompted us to brand the network of local quit counselors “Vermont Quit Partners;” revamp and rebrand the VQN website to 802Quits and optimize it for mobile; feature real Vermonters’ stories; and create unscripted TV and radio-based testimonials supported by social media and online vignettes.
Evaluation Methods and Results: Quitline calls during 2013 increased by more than 100% from the annual average of the previous nine years; during the first month after launch (January 2014), visits to the new www.802Quits.org website were 142% greater than during January 2013, with over 5,000 more mobile visits than the previous year, an increase of 524%. There was a 6.4% increase in NRT orders for the six month period starting in May 2013 as compared to the 6 month period prior to May 2013.
Conclusions: Preliminary results suggest that this program is engaging the priority group more effectively than the former brand. We believe this is because 802Quits is authentic and relatable. Real stories from Vermonters, and simple easy-to-access information, tips and tools both motivate and support low-SES tobacco users, which is a key combination.
Implications for research and/or practice: Tobacco cessation programs should prompt tobacco users to identify their personal reasons to quit and feature the “why” messages supported by the “how to” information. This can only be accomplished with primary research. Messages should simplify what can feel like an overwhelming process by fostering inclusivity and a sense of pride. Online communications should be mobile optimized and responsive to all screen types.