A UW-CTRI campaign promoting the free, expanded services from the Wisconsin Tobacco Quit Line has increased use of the program throughout the state this spring.
The campaign, “Doctors Refer to the Quit Line,” is based on UW-CTRI research that found that people who smoke or vape generally want advice from their physicians. It’s also founded on the evidence that many referrals to the Quit Line come from clinicians.
The Quit Line promoted the additional services for a limited time only, while supplies last, on Facebook and Instagram in April. The two-week campaign reached 750,731 people statewide, garnering 24,952 clicks to www.quitline.wisc.edu.
Total Quit Line enrollments were up 21 percent the first week and 13 percent above that the second week. While many factors contribute to Quit Line enrollment, it’s likely the campaign contributed to the increase.
“We’re proud to offer these expanded services statewide, thanks to support from the Wisconsin Commercial Tobacco Prevention and Treatment Program,” said Quit Line Coordinator Kate Kobinsky. “By promoting the Quit Line statewide, we strive to embody the Wisconsin Idea.”
UW-CTRI Distinguished Communications Director Christopher Hollenback said the comments section under the online ads were also a way to interact with residents across the state who smoke, vape, or chew tobacco to answer questions and assist those who want to address their tobacco use.
Hollenback said it wouldn’t have been possible without the work of UW-CTRI Post Awards Accountant Hannah Hayward. “Hannah has gone above and beyond to facilitate this campaign as well as recruitment for our new research studies,” Hollenback said. “From handling copious invoices to literally getting on the phone with the credit card vendor to verify our account with Instagram in real time, Hannah has been spectacular.”
In May, the Quit Line shifted the campaign to TV markets in the Milwaukee, Green Bay, Wausau, and La Crosse areas. Hollenback, Kobinsky and Hayward created an original TV ad for less than $200 in English. Telemundo staff translated the ad into Spanish for their audiences.
The Quit Line also reached out to the Latino community. La Comunidad News placed a banner on every page on its website featuring “Doctors Refer to the Quit Line.” They also are facilitating similar outdoor banners at the soccer matches of 100 club teams.
Enrollments with the Quit Line increased by 22 percent in the first week of that phase of the campaign, likely aided at least in part by the campaign. Meanwhile, the national Tips From Former Smokers ad campaign from the CDC ran consistently before and during the start of the statewide campaign.
This promotional banner in Spanish essentially reads in part, “When people want to quit smoking or vaping tobacco, doctors refer them to the Wisconsin Tobacco Quit Line.” It appeared at the top of every page on the La Comunidad News website (which gets about 5,000 unique visitors per month) for multiple weeks, and at the soccer matches of 100 club teams. It’s part of outreach to (and support of) the Latino community.