Sep 10, 2013, 1:40 PM
A study published in The Lancet yesterday by researchers from the U.S. Centers for Disease Control and Prevention (CDC) found that the CDC’s 2012 first-ever tobacco cessation ad campaign, Tips From Former Smokers, can take credit for more than 200,000 U.S. smokers quitting immediately during a three-month ad blitz—with an estimated 100,000 of those former smokers predicted to quit permanently.
The study was done using a web survey with thousands of smokers and non smokers, most of whom had seen or heard the ads that were broadcast on radio, television and the Internet, as well as posted on billboards and in publications. The ads, which included quit-line phone numbers and quit-line web links, featured former smokers, many permanently disabled from the effects of years of smoking. Brandon, 31, one of the former smokers in the campaign, began smoking at 15. At 18, doctors diagnosed Buerger’s disease, a vascular condition that was linked to his tobacco use and resulted in the amputation of both legs and several fingertips.
Terrie, 52, whose video ad has been viewed more than any other CDC video, had her larynx removed after years of smoking caused both oral and throat cancer. Terrie speaks through an artificial voice box. Her “tip” to smokers is to record lullabies and stories for their children now, before they lose their voices to cancer and can no longer read a children’s book with their own voice.
In a conference call with reporters yesterday, Lisha Hancock, 38, said that she started smoking when she was 21 years old and was soon up to as many as two packs a day.
“I tried to quit many times. But it wasn't until I saw Terrie's ad on the Tips for Former Smokers campaign that I was really able to quit for good,” she said. “It broke my heart to see what Terrie was going through, but because of her, I will never smoke again. My son…had a lot to do with it. He was actually very interested in the ads himself. I'm not sure if it was because of her voice or because it was something different than what we normally see on television. But his question for me was why does she sound like that? And then when I replied because she smoked, he asked if mommy would sound like that…I could see myself in her shoes had I continued to smoke.”