Preliminary Results of EX Receptivity & Awareness in Grand Rapids Pilot Market
Research Team: Donna Vallone, Ph.D., Jennifer Duke, Ph.D.; Kristen McCausland, MPH; James Xiao, M.S.
Our Goal
• Develop a clear, authoritative voice of cessation to offer real “know-how” from a trusted brand:– To close the gap between awareness of
existing cessation services and use of them– To build smoker confidence by changing the
accepted knowledge, attitudes, and beliefs about what it takes to quit smoking
Guiding Principles• Provide a sense of structure
– “A comprehensive plan that I can keep coming back to over time – break it into pieces I can absorb”
• Provide action-oriented content– “I need actionable know-how”
• Avoid language with anti-smoking overtones– “I don’t need another lecture; I need some empathy”
• Be real - acknowledge the struggle – “Don’t sugarcoat it and reinforce my feelings of weakness. A plan isn’t going to make it easier, just more achievable.”
• Help me do it on my own– “At the end of the day, it is up to me…”
What is EX?• A multi-component smoking cessation campaign
being piloted in four U.S. cities, from Sept. 2006 through June 2007.
• Ultimate Goal: Increase informed quit attempts
• Strategies: – Promotion of cessation services– Build confidence through self-efficacy
• Audience: People who want to quit
Program Elements
1-800-QUIT-NOW
EX Ads in Grand Rapids • Phase 1: Direct Response
• TV ads ran 11/13/07 – 1/7/07• Targeting committed quitters who are ready to quit and currently
trying• 3 Ads: Stalker; Leap; Fantasy• Building EX brand as credible, also push to services (web,
phone, manual)
• Phase 2: Knowledge Attitudes Beliefs • TV ads running 2/5/07 – 6/24/07• Targeting a broader audience of potential quitters, not just those
currently trying• 3 Ads: Start Your Day; Drive; Coffee• Focus on building confidence about quitting
Stalker
Preliminary Data from Grand Rapids
• Service Utilization – Call volume from Phase 1 of campaign– Web traffic from Phase 1 of campaign
• Awareness and receptivity of Phase 1 ads
Confidential - Do Not Distribute
Oct. ’06 (baseline)
610
140
741
359
586
479
315
647
0
100
200
300
400
500
600
700
800
900
1000
Monthly Call Volume for Phase 1 by EX Pilot CityN
um
ber
of
Cal
lsG
RP
s
0
100
200
0
76
0 0 0
175175
Grand RapidsPop. 780,486
Control Area – No EX media(Rest of State Excluding GR)
Pop. 9,157,958
Nov. ‘06 Dec. ‘06 Jan. ‘07
601
424
115
0
100
200
300
400
500
600
700
800
Nu
mb
er o
f U
niq
ue
Vis
ito
rs
Nov. ‘06. Dec. ‘06 Jan. ‘07
Phase 1 Grand Rapids Monthly Web Traffic*
*Ads highlighted 1-800-Quit-Now more prominently than the website. Website advertising began after Phase 1 (week 13 of the campaign).
GR
Ps
0
100
200
0
76
0 0 0
175175
Ad Awareness and ReceptivitySurvey
• Methodology• Telephone survey of N = 458 • Market/list survey sampling design• Weighted to Grand Rapids population • N = 291 Smokers• N = 78 Former Smokers• N = 89 Never Smokers
Ad Awareness and Receptivity Survey
• Ad awareness among smokers and former/never smokers
• Demographic differences in awareness• Ad receptivity to Phase I• Cessation attitudes among people aware of
the campaign vs. unaware of the campaign
Confirmed Ad Awareness
Respondents Sample size% Confirmed
Awareness (one or more ads)*
Overall N = 159 35%
Smokers N = 105 36%
Former smokers N = 26 33%
Never smokers N = 27 30%
*Confirmed Awareness is our most conservative measure. 56% of the sample had Aided Awareness (unconfirmed) of one or more of the ads or the EX tagline.
Ad Receptivity
% Agree/Strongly Agree with Statement:
Target
(Current Smokers
w/ Conf. Awareness)
These ads said something important to me 67% Seeing these ads has made me think about quitting differently than before.
61%
These ads grabbed my attention 92%
These ads are convincing 73%
I would recommend EX to other people
who are trying to quit smoking.
71%
I talked with my friends and family about these ads.
48%
% Disagree/Strongly disagree with Statement:
These ads were silly 71%
EX Brand Receptivity
% Agree/Strongly Agree with Statement:Target
(Current Smokers w/ Conf. Awareness)
EX offers a new way to look at quitting smoking. 89% EX made me feel like there might be help out there for smokers like me.
86%
EX is coming from someone who knows how I feel 78% EX has information that could be helpful in my next quit attempt
78%
EX feels like it's for smokers like me 62% EX makes me feel more confident that I will succeed in my next quit attempt 54%
EX has inspired me to make a quit attempt 44%
% Disagree/Strongly Disagree with Statement:
EX doesn't seem like something I can relate to 59%
Attitudes about smoking cessation by Awareness of EX
% Current Smokers Agree/Strongly A.
EX Unaware
EX Aware
It is extremely hard for a smoker to quit and stay quit. 85% 96%
A step by step guide on how to quit smoking and stay quit would help me.
57% 65%
% Current Smokers Disagree/Strongly D.
I know why I should quit smoking, but I do not know how. 58% 61%
My willpower is the only thing I need to quit smoking. 30% 44%
I do not need help from anyone to quit smoking. 47% 67%
I doubt that calling a quit line can help me with my real barriers to quitting
38% 37%
**
*
* p<0.05 **p<0.10
*
Summary• Awareness of the campaign
– 36% of smokers in GR were aware of EX after 8 weeks of advertising (175 GRPs/wk)
• Phase 1 Campaign Goal: Push to services– The campaign on average generated an over 3 fold increase in
call volume in GR compared to baseline– Web traffic to www.becomeanex.org was on average over 4
times higher when the media was on the air.
• Phase 1 Campaign Goal: Building EX brand as credible– Smokers were highly receptive to the messages of EX– Cessation attitudes were more favorable among smokers aware
of EX compared to those unaware of EX
Confidential - Do Not Distribute
Limitations
• This data is cross-sectional
• Differences in cessation attitudes by EX awareness cannot necessarily be attributed to the campaign.
Confidential - Do Not Distribute
Start Your Day
Further Evidence• EX Book Efficacy Trial
• Buffalo (Results – July 2007)• Assess Phase 2 awareness and receptivity
• San Antonio (May 2007)• Grand Rapids (July 2007)• Baltimore (July 2007)
• Assess changes in knowledge and attitudes about quitting from pre-campaign to 6 months post-campaign in Grand Rapids• New RDD cross-sectional sample collected at 6 months,
N=1000 (smokers & non-smokers)• Longitudinal follow-up of baseline smoker respondents (N ~
350)
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