Principal Investigator(s): Chaunetta Jones
Funding Mechanism: Research Contract
ID number: HHSF223201610032I
Award Date: 9/29/2016
Institution: Research Triangle Institute International
The Center for Tobacco Products (CTP) launched a public education campaign, “Every Try Counts,” aimed at encouraging adult cigarette smokers to quit through messages of support that underscore the health benefits of quitting. The “Every Try Counts” campaign targets smokers aged 25-54 who have attempted to quit smoking in the last year but were unsuccessful. The campaign features motivational, positive messages that are displayed in and around gas stations or convenience stores – retail locations that typically feature cigarette advertisements and where smokers face multiple triggers. The campaign is being evaluated through a multi-year outcome evaluation study to determine the campaign’s effectiveness in affecting targeted tobacco-related knowledge, attitudes and beliefs, and changes in motivation to quit smoking among the target audience. The longitudinal study will follow a group of approximately 2500 individuals across up to four rounds of data collection conducted at approximately seven-month intervals. Data will be collected in person and online in 15 campaign-targeted media markets and 15 control markets across the U.S. Results from this study will be used to improve the current campaign and inform the development of future adult cessation public education initiatives.