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Quitline calls from
young adults – 6/16/05
Q:
Have your state had success with getting 18-24
year olds to call a quitline? If so, what media strategies
and messages did you use?
A:
- Alabama: Less than 2% of our callers
are under the age of 20. Our Quitline launched April 1,
2005 and we have not tailored any media strategies for this
age group at this time.
- New Jersey: We have offered both a Quitline
and an interactive website. There is a natural division
with the younger smokers using the NJ Quitnet and the older
clients using the NJ Quitline. Please don't think that this
is a perfect division, since we have people in their 70s
who are part of the chatroom and younger people who do use
the NJ Quitline. A future pilot is planned using the web
advertising to push traffic to the NJ Quitline. It will
be interesting if this changes the NJ Quitline demographics.
- North Carolina: In North Carolina we
are about to announce our quitline vendor and launch services
(hopefully in July). Our quitline will have funding specifically
for youth/young adults as well as for all other adults.
The NC Health and Wellness Trust Fund (manages our MSA $$),
which will fund the youth/young adult calls to the quitline,
will also be initiating a contract to conduct formative
research to determine how best to reach the youth/young
adult market and how to drive them to the quitline. Once
we get these data and find out what works here we will be
happy to share our experience.
- North Dakota: Currently about 11 percent
of our callers are in the 18-24 year age group. At this
point we have not specifically targeted the 18-24 year olds.
We are pretty new in our quitline operations and have just
been focusing on general awareness of the tobacco quitline
for the tobacco users in the state.
- Ohio: We consistently have only between
11 - 12% of this population to call in to the quitline.
Our largest population of callers presently is between 45-54
year olds. We were able to reach the younger population
with our radio ads versus our television ads due to the
fact our commercials attract an older population as the
actor is middle aged and balding. In the first year we had
a popular young jazz group sing a jingle of the quit line
which may have attracted younger callers. This year strategies
directed towards young adults are quitline announcements
on radio stations, 6 pilot projects focused on young adults
in college and those not in college, plus partnerships with
sports teams and presence at targeted community fairs. One
of our brochures this year shows a young adult as well.
- Oregon: Youth aged 18 - 24 comprise about
10% of our Quit Line callers on average. We have never had
a state wide Quit Line media or promotional campaign directed
at this age group. When we offered free NRT in October,
2004, the percentage dropped to 5%. This was due to the
popularity of free NRT among our older callers.
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