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Television, radio, web, and print media advertising can all increase calls to smokers' quitlines.



Calls to the national quitline in Australia increased during a television anti-smoking advertising campaign. For every 100 target audience rating points (TARPs), the number of calls increased by 10% from the baseline. Printing the quitline number on cigarette packets when introducing graphic cigarette packet warnings boosted demand for quitline services in Australia.

Even though Hong Kong's quitline was advertised through low-cost means including press conferences, media reports, posters, and pamphlets, it achieved quit rates comparable to better funded quitlines in some Western countries: of the contacted callers in the 2 years following the establishment of the quitline in December 2000, 12% had quit at a 6-month follow-up.

A national anti-smoking media campaign in the United States, which ran for 12 weeks in 2012 and cost US$54 million, generated a 75% increase in calls to quitlines and a 38-fold increase in visits to a stop-smoking website. The campaign saved between a third and a half of a million life-years of Americans under 65 years of age at a cost of US$200 for each life-year saved.



Miller CL, Hill DJ, Quester PG, Hiller JE. Impact on the Australian Quitline of new graphic cigarette pack warnings including the Quitline number. Tob Control. 2009; 18(3): 235-237.

Centers for Disease Control and Prevention. Impact of a national tobacco education campaign on weekly numbers of quitline calls and website visitors--United States, March 4-June 23, 2013. MMWR Morb Mortal Wkly Rep. 2013 Sep 20;62(37):763-7.

McAfee T, Davis KC, Alexander RL Jr, Pechacek TF, Bunnell R. Effect of the first federally funded US antismoking national media campaign. Lancet. 2013: S0140-6736(13)61686-4.

Abdullah AS, Lam TH, Chan SS, Hedley AJ. Which smokers use the smoking cessation quitline in Hong Kong, and how effective is the quitline? Tob Control. 2004; 13: 415-421.

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