Building a world where young people reject tobacco and anyone can quit 1 Increasing Consumer Demand:...

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Building a world where young people reject tobacco and anyone can quit

Increasing Consumer Demand:

The EX-sm Program

Cheryl G. Healton, DrPhPresident and CEO, American Legacy Foundation

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Background: Legacy Support for Cessation

Current• Support concept of national portal (Sub-Committee on Cessation)• Press event to promote the 10-point plan• 1 million subsidy to quitlines (216 drawn down, balance unspent)• Millions in co-op cessation support• $734K for NAQC

Potential• $12 million in potential support toward national campaign for

cessation• Raise further support to underwrite the network of quitlines and the

campaign• Work to obtain low-cost cessation products through creative

purchasing methods

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Our Latest Effort: EX-sm

• EX-sm - is a multi-component cessation program designed to reach smokers who are committed to quitting, but don’t know how.

• EX-sm fulfills one of Legacy’s key missions: To build a world where anyone can quit.

• EX-sm will be built on partnerships with states and other for-profit and not-for profit organizations.

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Formative Research

• The EX-sm brand was created in partnership with GSD&M, a creative development and media planning agency.

• The EX-sm brand is a result of:– 60 in-home interviews with smokers and their

families.– 31 focus groups with smokers at various stages of

considering or trying to quit.– A review of the peer-reviewed and other scientific

literature on cessation.

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The EX-sm Brand

• Interviews and focus groups revealed that people do not know how to quit.

• Smokers felt that having a quit plan would break the process into clear manageable steps… making quitting a real possibility.

• EX-sm advertising attempts to create an emotional connection for smokers between the EX-sm brand and cessation resources.

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Guiding Principles of the Brand

• Provide a sense of structure– A comprehensive program smokers can come

back to over time. • Provide action-oriented content

– Smokers need actionable know-how. • Avoid language with anti-smoking overtones

– Smokers need empathy, not a lecture. • Be real/ acknowledge the struggle

– Don’t sugarcoat quitting. A plan isn’t going to make it easier, just more achievable.

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The EX- Name

• The EX-sm name is strong and appealing. “Become An EX-sm” communicates a ‘process’ as opposed to an instant fix; and is therefore believable and desirable– “It’s about overcoming”– “That’s what I want to be”– “Clear and straightforward”– “It’s finished, over”– “It has hope – You can transform yourself.”

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The EX-sm Media Audience: the 20+ Cigarette Per Day Smoker

• Developed in partnership with Smokeclinic, the website will offer online cessation services and social support, as well as tips about successful quitting.

• Predominantly White, Suburban, Rural• Median Age: 47• Median Income: $48,466• Blue Collar and 41% Not Employed (Retired,

Unemployed, Homemakers)• High School Education• Hard-working, headstrong individuals who

speak their minds and don’t feel the need to change for other people

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Reaching the Audience


• Research shows that heavy smokers are also heavy consumers of TV, including cable, and radio.

• Therefore, the right media campaign can be expected to successfully reach this audience at a comparatively affordable price.

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Primary Program Elements

• Quit Manual

• Online quit services

• Telephonic Fulfillment line/ telephonic counseling

• Exploring Retail Outlet Distribution

• Evaluation of pilot program

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The Quit Book

• Written by a former smoker, the book helps smokers develop a quit plan that includes one or more effective cessation strategies, particularly counseling, pharmacotherapy and social support.

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The Website

• Developed in partnership with Smokeclinic, the website will offer online cessation services and social support, as well as access to the quit manual online.

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The Telephonic Fulfillment Line


• This IVR/Voice System will enable callers to request a free, hard copy of the quit manual and will offer the option of being immediately warm-linked to state telephonic counseling.

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A National Collaboration


• Legacy envisions EX-sm as a collaborative effort with state Departments of Public Health and others.

• Because national media buys are far more cost effective than local buys, Legacy hopes to encourage states and others to join with them to purchase national media.

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Evaluating the EX-sm Pilot

• Legacy will share a detailed draft evaluation plan with the Alliance Group Evaluation Committee.

• Legacy will also seek feedback from the Legacy Evaluation Advisory Panel.

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Draft Plan for Evaluating the Pilot


• Telephone Survey– RDD phone survey of 2000 adults collected at baseline and

2 follow-ups. Longitudinal data will be collected from consenting smokers reached at baseline.

• Cohort Study– An in-depth study of three cohorts of smokers: 1) those who

receive the Quit Manual, 2) those who engage in telephonic counseling, and 3) those who engage in online quit services to help understand how consumers are using the services.

• Scanner Data– Will be used to assess changes in pharmacotherapy

purchase behavior.

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Additional Evaluation Mechanisms


• Tracking and characterizing call volume, online visitors, and dropped calls

• Varying of Fulfillment Line scripting patterns to determine order effects

Building a world where young people reject tobacco and anyone can quit 1 Increasing Consumer Demand:...

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