Quitline Mktg Research Report Summary

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Market Research on teenagers and young adults for promoting a tobacco cessation Quitline Kurt M. Ribisl, PhD Kevin Leibel, MBA Allison Myers, MPH, CHES Sonya Sutton, MA Rebecca Williams, MHS, PhD Nikie Sarris, BA

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The NC Health and Wellness Task Force Commission provided funds to the UNC-iM research team to develop an innovative formative research process to create a long-term vision for the NC Quitline The objective of our research was to guide efforts to spend HWTFC’s promotional dollars most effectively and efficiently

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Phase 1: Observational study of social venues and campus events Phase 2: Focus groups with teenage and young adult smokers in rural and urban NC counties Understanding of current marketing practices targeting young adults Understanding of young adults’ and teenagers’ tobacco use behaviors and attitudes and interest in a Quitline Development of preliminary concepts for testing Campaign to promote the NC Quitline to young adult smokers Quitline Market Research: Project Map Phase 3: Web based survey of young adult smokers

Background: Quitlines are an evidence-based strategy but need to be supported by innovative marketing activities: 

Background: Quitlines are an evidence-based strategy but need to be supported by innovative marketing activities According to the Task Force on Community Preventive Services, telephone counseling and support when combined with multi-component programs, are a proven evidence-based strategy for promoting the cessation of tobacco use. The state of Texas recently launched an innovative marketing and promotional campaign to stimulate calls to their Quitline using television, radio, newspaper, and billboard advertising. They also increased the availability of and access to cessation counseling and pharmacologic therapy (e.g., nicotine patches) to reduce nicotine dependence. These innovative marketing efforts, in conjunction with improved access to services, tripled the rate of smoking reduction when compared to areas that received no intervention.

There is now a burgeoning literature on how to promote Quitlines to adult smokers.: 

There is now a burgeoning literature on how to promote Quitlines to adult smokers. However, very little is known about how to promote Quitlines to a teenage and young adult audience, and 'the response to helplines depends directly on promotion to advertise their availability to smokers' (Miller, 2005, ii53).

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The key to success is ensuring that our marketing efforts compel teenage and young adult smokers to call the Quitline * Based on Free andamp; Clear’s Quit Rate of 25.2% † Current NC Quitline Call Budget is 10,000 calls

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In other words, the Quitline message must 'break through the clutter' and resonate with the target audience if we are to successfully drive teens and young adult traffic to the service. For the marketing efforts of North Carolina’s Quitline to be successful, our 'brand' must effectively compete with all of the other marketing messages that are attempting to reach these savvy teens and young adults.

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Who is our competition? Everyone. Where is this 'clutter'? Everywhere.

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Campuses, Clubs…

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Concerts, Sporting Events…

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Convenience stores, Malls…

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Does this Resonate with our target audience?

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'Are you talking to me?'

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Teenagers and young adults are one of the most coveted audiences for professional marketers who are trying to sell them a wide array of consumer products and services. Therefore, our purpose has been to conduct market research that will ultimately guide the effective marketing and promotion of the tobacco use cessation telephone Quitline for teenage and young adult tobacco users in North Carolina. We must compete with the best marketers in the world.

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Phase 1: Observational study of social venues and campus events Phase 2: Focus groups with teenage and young adult smokers in rural and urban NC counties Understanding of current marketing practices targeting young adults Understanding of young adults’ and teenagers’ tobacco use behaviors and attitudes and interest in a Quitline Development of preliminary concepts for testing Campaign to promote the NC Quitline to young adult smokers Quitline Market Research: Project Map Phase 3: Web based survey of young adult smokers

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During Phase 1, the statewide observational study, our team visited 55 young adult social venues in 25 North Carolina towns.

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The goal of the observational study was to determine how goods and services are promoted to young adults in their social environment. Observational Study video highlights. To understand young adults, we must go where they are and see what they see.

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The HWTF and the Quitline must build relationships with the target, just as the major marketers do everyday in the marketplace. All of the messages delivered at social venues, campuses, and campus events are about relationships.

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We must start with an introductory 'handshake', establish group membership, and, ultimately offer an improved lifestyle. We must launch the Quitline as if it were a new product.

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Phase 1: Observational study of social venues and campus events Phase 2: Focus groups with teenage and young adult smokers in rural and urban NC counties Understanding of current marketing practices targeting young adults Understanding of young adults’ and teenagers’ tobacco use behaviors and attitudes and interest in a Quitline Development of preliminary concepts for testing Campaign to promote the NC Quitline to young adult smokers Quitline Market Research: Project Map Phase 3: Web based survey of young adult smokers

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During Phase 2, our team conducted focus groups with teenage and young adults smokers in rural and urban North Carolina counties. Where: Polk, McDowell, New Hanover, Watauga, Orange, Forsyth, Nash and Guilford Counties What: 10 groups with young adults aged 18 to 24, some students and some non-students 5 groups with teenagers aged 15 to 17 When: Winter 2005 to Spring 2006

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Our discussions focused on six main topics: Tobacco use behaviors Thoughts on quitting tobacco Reactions to the idea of a tobacco Quitline Reactions to the current 'cold turkey' poster Ideas about what the Quitline should be like Ideas about how to promote the Quitline 10 focus groups were conducted to better understand our target audience

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The Quitline product itself Quitline message development and positioning Message channels and delivery techniques Video Highlights Full details can be found in our written report Focus groups with teen and young adult smokers resulted in important implications for the Quitline, with regard to:

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We must overcome respondent skepticism that Quitline is not for them by proving that the Quitline process and coaches are relevant to these specific age groups. Major Implication from Phase 2 Focus Groups:

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We conducted 4 focus groups to test preliminary Quitline message concepts Although we had many concepts, we have provided 4 examples The insights and implications resulting from Phases 1 and 2 enabled our team to develop preliminary Quitline promotional message concepts

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One call and you can start to feel good One call to the NC Quitline will help you feel good again One size does not fit all The Quitline designed especially for you We totally know where you are coming from Talk to someone who has been there and knows what it’s like We’ll be here when you’re ready to talk We are ready to help you quit when you are ready to quit Most Popular Concepts After Focus Groups

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Respondent reactions varied based on commitment to quit, stage of awareness and beliefs about a Quitline It is important that Quitline messages recognize and respond to various reactions via appropriate creative execution

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Phase 1: Observational study of social venues and campus events Phase 2: Focus groups with teenage and young adult smokers in rural and urban NC counties Understanding of current marketing practices targeting young adults Understanding of young adults’ and teenagers’ tobacco use behaviors and attitudes and interest in a Quitline Development of preliminary concepts for testing Campaign to promote the NC Quitline to young adult smokers Quitline Market Research: Project Map Phase 3: Web based survey of young adult smokers

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Phase 3 Research: Web Survey We conducted a national web survey with approximately 1,200 young adult smokers. The approximately 15- minute survey included 44 questions and more than 60 variables The survey included questions about respondents’ tobacco use behaviors, media use behaviors, readiness to quit and feedback 10 concepts we developed, plus 6 Quitline images from existing campaigns The survey results, combined with our other research, will give us the ability to tailor messages to the targets based on Stages of Change

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Phase 1: Observational study of social venues and campus events Phase 2: Focus groups with teenage and young adult smokers in rural and urban NC counties Understanding of current marketing practices targeting young adults Understanding of young adults’ and teenagers’ tobacco use behaviors and attitudes and interest in a Quitline Development of preliminary concepts for testing Campaign to promote the NC Quitline to young adult smokers Quitline Market Research: Project Map Phase 3: Web based survey of young adult smokers

Next Steps: 

Next Steps Web Survey Data Analysis Final Recommended Campaign Strategy Final Deliverable on April 28 Includes a final report summarizes all 3 research phases Incdlues DVD Recommended Campaign

Thank You: 

Thank You We greatly appreciate the support of the HWTF staff during this research process and the foresight of the HWTF Commission to fund this important research

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Market research on teenagers and young adults for promoting a tobacco cessation Quitline For more information, contact: Sonya Sutton, MA, Project Director, Quitline Market Research [email protected] 919 966 4118 The science and sizzle of contemporary health promotion™.