1. 1 Long-term benefit of increasing the prominence of a quitline number on cigarette packaging Nick Wilson, Judy Li, Janet Hoek, Richard Edwards*, Jo Peace University of Otago (Wellington & Dunedin) New Zealand *Richard.Edwards@otago.ac.nz

2. 2 Background & Methods In 2008: new PHWs required to have the national “Quitline” no. (previously unclear what the telephone no. was for) In 2008: new PHWs required to have the national “Quitline” no. (previously unclear what the telephone no. was for) Data source: Routine Quitline service data (new callers are asked where they sourced the Quitline number) Data source: Routine Quitline service data (new callers are asked where they sourced the Quitline number)

3. 3 Results

4. 4 Results & Discussion This suggests a long-term benefit (short-term response of Quitline no. on packs seen in: Australia, Brazil, Netherlands, Singapore & UK). This suggests a long-term benefit (short-term response of Quitline no. on packs seen in: Australia, Brazil, Netherlands, Singapore & UK). Similar proportions citing tobacco packaging (as the source of the Quitline no.) in the last 12m period: Similar proportions citing tobacco packaging (as the source of the Quitline no.) in the last 12m period:  Māori (21%),  Pacific (26%),  European/Other (23%).

5. 5 Still opportunities to improve Quitline no. visibility & reduce visual clutter of PHWs NZ example Australian example