Every Try Counts Campaign
Cigarette smoking remains the leading cause of preventable disease and death in the United States, causing 480,000 deaths every single year. 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
FDA’s newest public education campaign, “Every Try Counts” is aimed at encouraging cigarette smokers to quit through messages of support that underscore the health benefits of quitting. These messages will be displayed in and around gas stations or convenience stores – retail locations where smokers face a multitude of triggers and that typically feature cigarette advertisements. The “Every Try Counts” campaign targets smokers ages 25-54 who have attempted to quit smoking in the last year but were unsuccessful.
FDA is partnering with the National Institutes of Health’s National Cancer Institute on the EveryTryCounts.gov website which features cessation resources, such as a text message program, a mobile app, trained cessation coaches who can be reached through online chat or by phone, and information about FDA-approved cessation medications. The campaign also leverages digital and radio ads to reinforce the positive messaging.
The campaign launched in January 2018 in a total of 35 counties throughout the United States. These counties were selected based on high smoking prevalence, adult smoking population, and the availability of media in the retail environment.
Key Messages for the Target Audience
The goals of the “Every Try Counts” campaign are 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 each attempt makes them more likely to succeed.
The campaign messaging will motivate smokers by:
- Building their confidence and reducing mental barriers to quitting with messages explaining how small steps can lead to quitting permanently
- Reframing past failures as positive steps toward quitting
- Instilling beliefs that they are ready to quit and motivating them to start their quit attempts sooner and more frequently
- Celebrating each quit attempt through a non-judgmental voice to encourage smokers to continue to repeat quit attempts until they quit for good.
“Every Try Counts” will be evaluated through a multi-year longitudinal study to determine the campaign’s ability to affect key targeted tobacco-related knowledge, attitudes, and beliefs, and changes in motivation to quit smoking among the target audience. Data will be collected in person and online in 15 campaign-targeted media markets and 15 control markets across the country.
Public health advocates, educators, and anyone else who is interested in spreading the word about "Every Try Counts" to their audiences can visit the campaign resources page for more information.
You can also use FDA's social media channels, including @FDATobacco on Twitter and www.facebook.com/FDA on Facebook, to engage with us around the campaign using the hashtag #everytrycounts. We encourage everyone to visit EveryTryCounts.gov for quitting tools and information you can share with your friends, family, and community.
Print versions of campaign materials may be available for use in your area. Please contact us at firstname.lastname@example.org if you would like additional information to share with your community or workplace.
For more information, please contact email@example.com.
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