The best magazine
Abstract and Introduction
Abstract
Introduction Tobacco quitlines are critical components of comprehensive tobacco control programs. However, use of the US National Tobacco Quitline (1-800-QUIT-NOW) is low. Promoting quitlines on cigarette warning labels may increase call volume and smoking cessation rates but only if smokers are aware of, and receptive to, quitline services.
Methods We conducted qualitative interviews with a diverse subset (n = 159) of adolescent (14–17 y) and adult (≥18 y) participants of a larger quantitative survey about graphic cigarette warning labels (N = 1,590). A convenience sample was recruited from schools and community organizations in 6 states. Interviews lasted 30 to 45 minutes and included questions to assess basic knowledge and perceptions of the quitline number printed on the warning labels. Data were analyzed using content analysis.
Results Four themes were identified: available services, caller characteristics, quitline service provider characteristics, and logistics. Participants were generally knowledgeable about quitline services, including the provision of telephone-based counseling. However, some adolescents believed that quitlines provide referrals to "rehab." Quitline callers are perceived as highly motivated — even desperate — to quit. Few smokers were interested in calling the quitline, but some indicated that they might call if they were unable to quit independently. It was generally recognized that quitline services are or should be free, confidential, and operated by governmental or nonprofit agencies, possibly using tobacco settlement funds.
Conclusion Future marketing efforts should raise awareness of the nature and benefits of quitline services to increase use of these services and, consequently, reduce tobacco use, improve public health, and reduce tobacco-related health disparities.
Introduction
Tobacco use is the leading cause of preventable morbidity and mortality worldwide. Tobacco quitlines, which provide tobacco users free telephone counseling, nicotine replacement therapy (NRT), and other cessation services, are important components of comprehensive tobacco control programs and can increase 6-month abstinence rates dramatically. However, limitations in awareness and use reduce the reach of quitlines. In 2009–2010, only 54% of current smokers and 34% of former smokers in the United States reported being aware of telephone-based smoking cessation services. Furthermore, only 7.8% of smokers who were aware of quitlines and had tried to quit in the previous year contacted a quitline for assistance.
There have been extensive efforts to expand the awareness and use of quitlines among smokers. Mass media campaigns are effective in increasing call volumes and smoking cessation rates. Nevertheless, such approaches are short-lived and do not reach all smokers. Additional efforts are needed to promote quitline awareness and use, particularly among populations that have less success in quitting (eg, racial/ethnic minorities).
Prior studies demonstrated that quitlines may be underused due to barriers such as not perceiving the need for assistance and being concerned about the stigma associated with seeking help. However, participants in those studies were predominantly white and highly educated adults. The objective of this study was to better understand basic knowledge and perceptions of quitlines among populations that have a disproportionate share of tobacco-related morbidity and mortality and are underrepresented in quitline research. The results will inform the development and implementation of future media campaigns by identifying potential targets for messaging.
Source: ...