1. “Become an EX” Pilot Update Donna Vallone, Legacy Consumer Demand Roundtable June 8, 2006

2. “Become an EX” Pilot Multi-component smoking cessation campaign to be tested September 2006. Goal: Increase the number of informed quit attempts –Strategies: Reduce barriers to successful quitting by promoting cessation services Teach people how to quit smoking by changing knowledge, attitudes, and beliefs related to successful quitting

3. “EX” Components Media campaign Telephone counseling Web-based services Quit manual Partnerships Evaluation

4. Media Campaign Television, radio, and print Two phases: –One: Call to action –Two: Knowledge, attitudes, beliefs Earned media

5. Telephone Counseling Ads will promote 1-800-QUIT-NOW to connect callers with state-based telephone counseling 1-800-QUIT-NOW and other resources will be included online and in printed material

6. Web-Based Service Web address: www.BecomeAnEX.orgwww.BecomeAnEX.org Cessation services and information –Customized quit plan –Download quit manual Online community –Social support / dialogue –Relapse prevention Accessibility –Spanish language –Hearing-impaired and other disabilities

7. Quit Manual Designed to help smokers develop a quit plan that includes one or more effective cessation strategies, particularly counseling, pharmacotherapy and social support –Evidence-based content –Edited by former smoker –Free-of-charge

8. Key Opportunities for Innovation Media/Creative: Combine evidence-based cessation strategies with a new tone in cessation messaging Dispel misperceptions about pharmacotherapy Break down barriers to obtaining cessation counseling

9. Key Opportunities for Innovation Partnerships: Link to community-based organizations Partner with corporations/retailers to distribute the quit manual Establish a public/private alliance for national campaign media buy

10. Reaching Disparate Populations Formative research with African Americans and Latinos Multicultural representation in advertising Translation/cultural adaptation of website and manual Promotion through organizations serving priority populations and those using culturally competent frameworks –Community outreach through priority populations media agencies Evaluation focus on campaign effectiveness among priority populations