Mass media effect on Quitline promotion in K orea : PRO & CON ! - - PowerPoint PPT Presentation

Mass media effect on Quitline promotion in K

• rea : PRO & CON

! Quitline

" The effective approach for people who need a help to quit

! Mass media

" The effective tool in making tobacco user’s aware of cessation services and in motivating attempt to quit ! The evidence on the relation between quitline call and mass media campaign in Asia region is rare.

In Korea

• Quitline has been operated from 2006.
• Quitline promotion activity using mass media was started

from 2007.

Mass media effect on Quitline promotion in K

• rea : PRO & CON

! Objectives

" To measure the mass media effect on increasing call volume regarding the type and contents of mass media " To know how it can be managed appropriately

! Method

" The public awareness on Quitline existence and quit number was

monitored. " Date exposed, contents, frequency of televising, and media type of these campaigns and promotions have been tracked for 4 years. " The change of call volume was monitored at the same time based on the computerized telephony system in Quitline. " The concordance of mass media promotion and changing of call volume was analyzed. " Each call was classified as beyond reach, hang-up call, call back and live call to understand how increased call volume was managed.

Mass media effect on Quitline promotion in K

• rea : PRO & CON

! Results

9'080 10'250 7'773 3'692 3'460 4'492 6'857 31'436 23'957 17'306 14'082 5'400 5'000 10'000 15'000 20'000 25'000 30'000 35'000

• 08. 1

2 3 4 5 6 7 8 9 10 11 12

• 09. 1

2 3 4 5 6 7 8 9 10 11 12

• 10. 1

2 3 4 5 6 7 8 9 10 11 12

• 11. 1

2 3 4

A direct promotion of Quitline on TV(’10 Dec)

Talk show with expert (’11. Jan) Continuous exposure of Quitline number

• n TV (CF, Documentary) (’09. 12)

Talk show with event for smokers (’09. 1) Anti-amoking campaign for women (’10. 5)

By month

2007 2010 Public awareness of Quitline existence 12.9% 35.9% Quit number 1.5% 20.7% ! Only from 7% to 34% of inbounding call was reached to quit coaches as live call among increased call volume.