Tobacco’s TIPS Evaluation Proves Campaign Effective
The Centers for Disease Control and Prevention released today their “Evaluation of the National Tips From Former Smokers Campaign: the 2014 Longitudinal Cohort.”
The report contains the latest outcomes measuring the impact of CDC’s national tobacco education campaign. It confirms that three years into the campaign, the first federally-funded anti-smoking ad campaign remains strong and has been impactful.
More than 1.8 million smokers attempted to quit smoking because of the nine-week-long 2014 Tips From Former Smokers campaign. An estimated 104,000 Americans quit smoking for good as a result of the 2014 campaign.
Unlike the 2012 campaign, which aired for 12 consecutive weeks, the 2014 campaign aired in two phases, from February 3 to April 6 and from July 7 to September 7. Phase 1 of the 2014 campaign ran ads primarily from the 2012 and 2013 campaigns, while Phase 2 contained new ads. Those new ads featured people and their struggles with smoking-related health issues, including cancer, gum disease, premature birth, and stroke caused by smoking combined with HIV.
About 80 percent of U.S. adult cigarette smokers who were surveyed reported seeing at least one television ad from Phase 2 of the 2014 campaign.
“The Tips campaign is an important counter measure to the $1 million that the tobacco industry spends each hour on cigarette advertising and promotion,” said Corinne Graffunder, Dr.P.H., director of CDC’s Office on Smoking and Health, in a news release. “The money spent in one year on Tips is less than the amount the tobacco industry spends on advertising and promotion in just three days.”