Transcript Priority Populations: Strategies to Reach the Underserved

REAL-Life - A Successful Mass
Media Television Campaign
in West Virginia
Presented by Bruce W. Adkins, Director
Division of Tobacco Prevention
West Virginia Bureau for Public Health
to
National Conference on Tobacco or
Health
October 25, 2007
in Minneapolis, Minnesota
© 2007 WV DHHR / DTP
© 2005 WV DHHR/DTP
Gary B. Sams MS, President
Brandy Iams, Cessation Services Manager
Partners in Corporate Health, LLC
A beBetter Networks Company, Inc
Home Office: beBetter Networks Inc.
Renaissance Tower, First Floor 109 Capitol Street Charleston, WV 25301
1.304.345.6800 local 1.800.348.5307 toll free 1.304.345.2009 fax
A little background history on the
West Virginia tobacco quitline . . .
- Began in 2000
- Public Employees Insurance Agency and Medicaid
- Administered by Partners in Corporate Health, LLC
since its origin
- In 2002, Division of Tobacco Prevention started
to offer quitline services for the uninsured
- Evolution of the WV quitline has been remarkable!
© 2007 WV DHHR / DTP
Kathy Danberry, Cessation Program Manager
West Virginia- Division of Tobacco Prevention
350 Capitol Street, Room 206
Charleston, West Virginia 25301-3715
[email protected] or 304-558-6260
© 2007 WV DHHR / DTP
In 2005, West Virginia already had an
existing and successful quitline!
Yet, media and ads were not ‘on-going’ or done with regularity
The purpose of this presentation is to demonstrate
the impact of this personal testimonial media
campaign on a statewide tobacco quitline.
This presentation discusses the change in
enrollments for the West Virginia Tobacco Quit
Line resulting from a twelve week television media
campaign in 2005 highlighting the story of Janet
Wells, a smoking-induced lung cancer patient.
© 2007 WV DHHR / DTP
Janet Wells
*
© 2007 WV DHHR / DTP
Janet Wells Ad: 60 Second
Janet Wells Ad: 30 Second
Janet Wells Media Campaign
WV’s “1st Personal ” Ad Campaign
• CDC Supplemental Funding allowed for this ‘call
to action’ ad to be run in one third of the state’s
media market during a 4 month time frame.
• ~25% increase in calls
to the WV quitline, and
an estimated 13%
increase in enrollment
• Results from this ad or
National Quitline?
© 2007 WV DHHR / DTP
Summary of the ‘campaign’ study
• A twelve week media campaign was aired by three television
stations with complete coverage to sixteen counties and
partial coverage to another seven counties.
• The remaining thirty-two counties received no coverage and
served as control counties.
• Enrollment data was collected for a thirteen week period for
the year of the intervention and for the same thirteen weeks
for a year prior to the intervention to adjust for seasonal
enrollment fluctuations.
• A one year return on investment was calculated by projecting
health care and lost productivity cost savings compared to the
campaign investment.
• Changes in referral sources were measured as a result of the
campaign.
© 2007 WV DHHR / DTP
Janet Wells Media Campaign
Television Coverage Area
Hancock
Brooke
Ohio
Marshall
34.9 percent of
state’s population
Wetzel
Pleasants
Tyler
Marion
Wirt
Mineral
Hampshire
Grant
Jefferson
Hardy
Randolph
Roane
Kanawha
Tucker
Morgan
Berkeley
Lewis Upshur
Cal- Gilmer
houn
Mason Jackson
Putnam
Preston
Taylor
Dodd- Harrison
Ritchie ridge
Barbour
Wood
Cabell
Monongalia
Pendleton
Braxton
Webster
Clay
Nicholas
Pocahontas
Lincoln
34.9
Total Coverage
16.9
Partial Coverage
48.2
Control
Wayne
Boone
Mingo
Fayette
Greenbrier
Logan
Raleigh
Wyoming
Another 16.9% of
state’s population
McDowell
Summers
Monroe
Mercer
© 2006 WV DHHR / DTP
Initial Janet Wells
Media Campaign Analysis
For a non-epidemiologist and/or non-researcher:
The counties exposed to the television ad campaign were
deemed “Coverage Counties” - thus these populations
were exposed to the ad campaign.
- 16 counties received full exposure across the entire county area
equal to a population of 633,233 residents.
- 7 counties received partial coverage only, equal to a population
of 307,483 residents.
Thus, making a few assumptions, those residents
who were exposed to the campaign represented
43 percent of the State’s population.
57% were not exposed to the initial ads in 2005.
© 2007 WV DHHR / DTP
Initial Janet Wells
Media Campaign Analysis
For a non-epidemiologist and/or non-researcher:
County-level quitline enrollment was collected for the time
frame of the Janet Wells campaign (January 17th thru April
15th) for 2005.
Similar enrollment data from the year prior was obtained for
comparison, and ratios were calculated for the coverage and
non-coverage areas.
Calculations were made to determine if enrollments were
higher or lower, and for actual versus projected enrollments.
© 2007 WV DHHR / DTP
Initial Janet Wells
Media Campaign Analysis
In counties where there was complete exposure,
at minimum, they experienced almost a 16 percent
higher enrollment than the prior year.
Partial coverage counties experienced a
9 percent increase in enrollment because
of the media campaign.
© 2007 WV DHHR / DTP
Initial Janet Wells
Media Campaign Analysis
Return on Investment
- In counties where there was complete or partial
media exposure, at minimum, there were an
additional 250 enrollees due to the campaign.
- The WV Quitline experienced a six-month quit
rate of 29 percent during this time frame.
- At the time, the annual cost savings
per quit smoker in WV was $4,884.
Estimated total annual cost savings
of these 250 enrollees was $354,090.
© 2007 WV DHHR / DTP
Initial Janet Wells
Media Campaign Analysis
Return on Investment
A
X
B
X
C =
Total Cost Savings
Enrollees X Quit Rate X Cost Savings (per quitter)
250 X
0.29 X $4,884 = $354,090
Total funding invested in the 2004
Janet Wells Campaign was $79,320
Thus, the 1-year return on investment
was a cost savings of $4.46 for every
dollar invested in the initial campaign.
© 2007 WV DHHR / DTP
Initial 2005 Janet Wells
Media Campaign Coverage
It can be concluded that the Janet Wells Campaign
had a dramatic effect to increase the number of
individuals enrolling in and successfully quitting
using the West Virginia Quitline.
Janet Wells’ vision that she
would somehow have a positive
effect in delivering her message
to help people quit smoking and
save lives was realized!
© 2006 WV DHHR / DTP
• Bruce W. Adkins, Director
West Virginia- Division of Tobacco Prevention
350 Capitol Street, Room 206
Charleston, West Virginia 25301-3715
[email protected]
or 304-558-1743
www.wvdtp.org
© 2007 WV DHHR / DTP
Rhymes with “Noose”
“Still Not User Safe”
© 2007 WV DHHR / DTP