1-866-QUIT-YES: How the Illinois Tobacco Quitline Reached Priority Audiences Through Mass Media

Tobacco quitlines play a crucial role in cessation efforts; however, the proportion of quitline use among those who smoke remains low with less than 1% of U.S. adults utilizing quitline services in 2022. In 2020, the Illinois Department of Public Health and Illinois' Tobacco Quitline (ITQL) provider, the American Lung Association, developed a mass media campaign to drive call volume to the state's quitline (ITQL). Based on available data on quitline use and formative research learnings, campaign messages promoting urgency were tailored to the lived experiences of Illinois adults who smoke, with a focus on priority populations (i.e., males, individuals of lower socio-economic position, those with a history of a mental health diagnosis).

This study assessed whether self-reported ITQL media campaign awareness and online engagement are associated with commitment to quitting, intention to quit in the next 12 months, and intention to use ITQL. Three cross-sectional online surveys (n = 1122) were conducted during campaign media implementation with current Illinois residents aged 18-65 who self-reported smoking in the past 30 days and/or had at least one quit attempt in the past 12 months. A series of logistic and linear regression models were used to evaluate the relationships between campaign awareness/engagement and outcomes.

The overall rate of campaign awareness and online engagement (55%) exceeded those reported by similar campaigns. In adjusted regression analyses, campaign awareness/engagement had a significant, positive influence on commitment to quitting (ß = 0.27), intentions to quit (OR = 1.51; 95% CI: 1.064,2.134), and intentions to use ITQL (ß = 0.99) among adults in Illinois who smoke, including priority audiences.

While more research is needed on tailored mass media campaigns that promote the use of quitlines, this study provides evidence that tailored mass media campaigns are effective in changing quitting behavior and can be utilized in reaching priority populations.