 Favorites |
 Google |
 Evernote |
 Gmail |
>> More...
The "Become an EX" Smoking Cessation Campaign
Support for a public/private partnership to help American adults stop smoking
Published: Aug 08, 2011
Field of Work: Smoking cessation public education campaign
Problem Synopsis: In 2000, 70 percent of U.S. smokers—who numbered 45 million—said they wanted to quit, and more than 40 percent made a quit attempt of at least one day. However, most smokers require 8 to 11 quit attempts, and only 5 percent succeed each year.
Synopsis of the Work: The American Legacy Foundation—created as part of the Master Settlement Agreement between the tobacco industry and state attorneys general—purchased television, radio, Web site and billboard ads to mount the “Become an Ex” campaign which ran from 2008 through 2010. The National Alliance for Tobacco Cessation, which included 18 state governments, six public health organizations and two foundations (including RWJF), funded the campaign.
In 2010, because many states could no longer afford to participate, the American Legacy Foundation worked with the Ad Council to transition the EX campaign from paid ads to public service announcements.
Key Results: Television, radio and online ads and media coverage of the “Become an EX” campaign focused on how to quit rather than why, and relied on a former smoker and an empathetic tone to encourage smokers to “relearn life without cigarettes.” EX ads ran during TV coverage of the American League Championship Series and World Series in October 2009, and American Legacy staff worked with NASCAR to promote the campaign to car-racing enthusiasts.
Report prepared by: Barbara Matacera Barr
Reviewed by: Sandra Hackman and Molly McKaughan
Program Officer: Joe Marx
Recommended
- Special Tobacco Cessation Issue of the American Journal of Preventive Medicine (Journal articles)
- Collaborative Group Brings Synergy to Youth Smoking-Cessation Efforts (Program Results Reports)
- Online Consumer Search Strategies for Smoking-Cessation Information (Journal articles)
- Simplicity Sells: Making Smoking Cessation Easier (Journal articles)
- Increasing the Use of Smoking Cessation Treatments (Issue and policy briefs)
- Smoking Cessation for Pregnancy and Beyond: CD-ROM Training Tool for Health Care Providers Improves their Treatment of Pregnant Smokers (Program Results Reports)
- Show more
Related websites
Listed below is one grant that supported this project.
| Grant | Awarded to | Amount |
|---|---|---|
| Support for a public/private partnership to help American adults stop smoking |
American Legacy Foundation (Washington, DC) ID#: 60024 Amber Thornton-Bullock 202-454-5591 abullock@americanlegacy.org |
Actual award: $720,000 January 2007 to February 2011 This grant is closed. |
Contact information is correct as of the closing of the grant(s).
RWJF may have supported this project with other grants that are not listed.
All users agree to act responsibly and abide by our Web policies.
Special Tobacco Cessation Issue of the American Journal of Preventive Medicine
By:
Orleans CT, Mabry PL and Abrams DV
Publication date:
March 2010
Summary:
In a special supplement to the American Journal of Preventive Medicine, authors who participated in the Consumer Demand Roundtable discuss how Americans can do a better job moving smokers from the periphery to center stage in designing and implementing...
Collaborative Group Brings Synergy to Youth Smoking-Cessation Efforts
Publication date:
March 07, 2009
Summary:
The Center for the Advancement of Health, Washington, convened the Youth Tobacco Cessation Collaborative whose aim is to coordinate the efforts of major national funders involved in designing and disseminating effective youth cessation programs.
Online Consumer Search Strategies for Smoking-Cessation Information
By:
Cobb NK
Publication date:
March 2010
Summary:
This article is part of a special issue on tobacco cessation in the March 2010 edition of the American Journal of Preventive Medicine.
Simplicity Sells: Making Smoking Cessation Easier
By:
Bonniot Saucedo C and Schroeder SA
Publication date:
March 2010
Summary:
A wallet card with information on quitting smoking presents a simple strategy to address a vital public health concern. This article is part of a special issue on tobacco cessation in the March 2010 edition of the American Journal of Preventive Medicine.
Increasing the Use of Smoking Cessation Treatments
By:
Cummings KM
Publication date:
October 2007
Summary:
Research has shown that smokers who pursue a cessation program that includes brief counseling and medication are more likely to give up cigarettes and remain smoke-free than smokers who try to quit without assistance.
Smoking Cessation for Pregnancy and Beyond: CD-ROM Training Tool for Health Care Providers Improves their Treatment of Pregnant Smokers
Publication date:
May 09, 2008
Summary:
The Dartmouth Medical School created, assessed and distributed Smoking Cessation for Pregnancy and Beyond, a multimedia educational tool to help health care practitioners treat tobacco dependence in pregnant women.
Full-Coverage, Smoking-Cessation Programs Can Help More Smokers Quit
Publication date:
May 31, 2000
Summary:
The Group Health Cooperative of Puget Sound, Seattle, assessed the impact of different insurance coverage structures on the utilization and cost effectiveness of smoking-cessation services in a health maintenance organization.
A Web-Based Smoking Cessation and Prevention Curriculum for Medical Students: Why, How, What, and What Next
By:
Pederson LL, Blumenthal DS, Dever A and McGrady G
Publication date:
January 2006
Summary:
The authors describe a project that designed and implemented a Web-based self-study curriculum program for first-year medical students in order to aid students in addressing patient smoking and in counseling adolescents against smoking. Two medical schools in...
Program Results Reports
RWJF produces Program Results Reports on its funded initiatives. External writers and editors read the entire project file to prepare each report. RWJF staff and the director of the initiative then review it. Any reviewer in the chain may ask for changes to improve the report's clarity or accuracy.
Read more about our approach.
