Using direct mail to prompt smokers to call a quitline.
Telephone quitlines efficiently deliver cessation services, but few smokers use them. This article describes an unsolicited direct mail campaign designed to increase calls to the New York State Smokers' Quitline. Two post-cards advertising the quitline and the availability of free nicotine patches were sent to 77,527 smoker households between August and October 2005. One postcard emphasized the effectiveness of the nicotine patch, whereas the other contrasted the risks of smoking and patch use. Response was evaluated using geographically linked calls to the quitline 15 days before and after each mailing. The postcard campaign increased call volume by 36%, with no difference between the two postcard versions. Those who reported calling the quitline in response to a mailing were more likely to request nicotine patches (91% versus 82%, p < .001). Direct mail can be used to increase quitline call volume and should be one of the promotional tools used by quitlines.
O'Connor
Richard J
RJ
Department of Health Behavior, Division of Cancer Prevention and Population Sciences, Roswell Park Cancer Institute, in Buffalo, New York, USA. Richard.Oconnor@roswellpark.org
Carlin-Menter
Shannon M
SM
Celestino
Paula B
PB
Bax
Patricia
P
Brown
Anthony
A
Cummings
K Michael
KM
Bauer
Joseph E
JE
D000293:Adolescent; D000328:Adult; D005260:Female; D006293:Health Promotion; D015277:Hotlines; D006801:Humans; D008297:Male; D008875:Middle Aged; D009518:New York; D017063:Outcome Assessment, Health Care; D011177:Postal Service; D016540:Smoking Cessation; D040241:Social Marketing