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Every Try Counts Campaign

Never Quit Quitting - Every Try Counts

“You aren’t smoking right now. Good job, keep it up!”

Approximately 2 out of 3 adult smokers, more than 22 million people, say they would like to quit.1 However, in 2015, of the 55% of adult smokers who made a quit attempt, only 7% were successful.2

“Every Try Counts” aims to encourage adult cigarette smokers ages 25-54 to quit through messages of support that underscore the health benefits of quitting.  The campaign launched in 35 U.S. counties selected based on high smoking prevalence, adult smoking population, and the availability of media in the retail environment. 

Targeting adults who have attempted to quit smoking in the last year but were unsuccessful, the messages are displayed in and around gas stations or convenience stores – retail locations that typically feature cigarette advertisements and where smokers face triggers that can keep them smoking. 


Key Messages 

“Every Try Counts” seeks to change attitudes and beliefs about what it means to quit smoking, increase motivation to try quitting again, and encourage smokers to “practice the quit,” as many smokers will need to make multiple attempts to quit before succeeding.. The campaign motivates smokers by:

  • Reframing past failures as positive steps toward quitting
  • Building confidence and reducing mental barriers to quitting with messages explaining how small steps can lead to quitting permanently
  • Instilling the belief that they are ready to quit and motivating quit attempts sooner and more frequently
  • Celebrating each quit attempt through a non-judgmental voice to encourage repeat attempts until they quit for good.

Campaign Resources

We encourage everyone to visit EveryTryCounts.gov for quitting tools and information you can share with your friends, family, and community, including: 

  • Text message programs
  • A mobile quitting app
  • Trained cessation coaches who can be reached through online chat or by phone
  • Information about FDA-approved cessation medications. 

The campaign website is a partnership between FDA and the National Institutes of Health National Cancer Institute. 

Campaign Overview

Every Try Counts Campaign Resources

Research and Evaluation

Every Try Counts Fact Sheet

Campaign Ads

Never quit quitting
Today is a great day to restart quitting.
You learn something every time you try to quit smoking

 

 

Additional Resources


1. Centers for Disease Control and Prevention (CDC). Quitting smoking among adults – United States, 2000-2015. Morbidity and Mortality Weekly Report. 2017;65(52):1457-1464.
2. Centers for Disease Control and Prevention (CDC). Quitting smoking among adults – United States, 2000-2015. Morbidity and Mortality Weekly Report. 2017;65(52):1457-1464.
3. Simmons Experian Marketing Services. (2016). Simmons OneView (Fall-Winter 2016) [Computer
Software].