ࡱ>  7bjbj 0hh/,-NA(iiiiDDD$]!#2DDDDDiiDiiD:,Zi!C" z0R1$1$Z1$Z DDDDDDDDDDDDDD1$DDDDDDDDD : Country: Canada Province: Newfoundland and Labrador Type of campaign: Television, radio, and print Content: Smoking cessation Target audiences: Adult smokers (30+) who wanted to quit and Influencers (trusted family members, friends and health care providers) Overview History Every year, 1,000 smokers and 112 non-smokers die from tobacco-related illness in Newfoundland and Labrador. In the 1960s, the Newfoundland and Labrador Lung Association began implementing programs to reduce smoking, and has been recognized nationally and internationally for its efforts. Beginning in 2000, the Lung Association launched the Smokers Helpline (SHL) to provide equal, free access to tobacco treatment and counseling through a toll-free number. One of the most successful programs created by the SHL was the Community Action and Referral Effort or CARE Program which engaged community leaders and healthcare providers to proactively refer patients to the Smokers Helpline for support by simply asking the question: Do you smoke? However, CARE and other previous campaigns were never devoted strictly to smoking cessation. Research indicated that 80% of smokers wanted to quit; they just didnt know where to go for support. This necessitated the SHL to develop a comprehensive mass media campaign dedicated solely to cessation. Thus, Its Your Call campaign was created. Campaign Goals The main objective of the three-month Its Your Call campaign was to increase awareness of, and access to, provincial smoking cessation services in an effort to reduce the prevalence of smoking. The campaign was designed to promote the Smokers Helplines 1-800 number as a point of entry. From there, callers would then be triaged to programs and services within the community. This mass media campaign was designed to not only educate the public that stop-smoking support existed, but also to direct them to effective, evidence-based services like the Helpline as well as local services through community referrals. Specific objectives for the campaign were to: Increase calls to the Smokers Helpline by 50% Increase the number of smokers who were referred to community-based cessation services by 25% Increase the number of health care providers using the Smokers Helpline and CARE program by 10% Increase the number of new users to the Smokers Helpline Online Website by 10% Target Audience The Its Your Call mass media campaign was created to target two different groups of smokers: the adult smoker (30+) who wanted to quit and influencers (trusted family, friends, and health care providers) who could help smokers quit. Campaign Strategy and Logistics Communication Strategy The campaign message was positive and focused on the adult smoker who wanted to quit. For this demographic, it was determined that tobacco users did not want to be shamed or forced to quit; rather, they simply wanted support as they worked towards improving their health. For this campaign, a push-pull strategy was used to generate responses. Included in the push phase was an emphasis on messages that included motivational aspects encouraging smokers to try to quit. The pull phase provided ample information about how and where to quit by linking smokes with support services like the Helpline. The message sought to communicate that support is available and that there are people who want smokers to succeed in quitting. This push-pull strategy was exemplified by the tagline of the campaign: When you are ready to stop smoking and enjoy life even more, call the Smokers Helpline-Its your call. Concept Creation In total, there were six concepts for television commercials which all represented different demographics of the population within Newfoundland and Labrador, various stages of quitting, and a variety of reasons or motivators for quitting. The ads were bright, positive, branded with SHL colors, and set in a familiar setting (i.e. kitchen, bedroom, porch, living room, etc.). Five of the six concepts targeted people who were thinking of quitting or who had recently quit. The sixth ad targeted health care providers and community leaders. The six concepts created were: 1. Grandfather Adult male 60+, smoker who has recently quit for his family, namely his grandchildren. 2. Walker Adult female 40+, current smoker who is ready to quit. 3. Daughter and Mom Adult female 35+, smoker who has quit and is maintaining being smoke-free. Young girl (daughter, influencer) age 10+ that helped mom quit. 4. Basketball Young adult male in his late 20s/early 30s of aboriginal decent who is thinking of quitting for a variety of reasons (health, money, no where to smoke, athletics, sick of smoking). Additionally, there is a young adult male late 20s/early 30s who is acting as a friend (influencer) providing the smoker support in quitting. 5. Couple Adult male 35+ smoker who recently quit due to a health scare and for his family, as he and his wife (influencer) are expecting their first child. 6. I CARE Health care providers and community leaders saying they care about tobacco addition. Version 1 of the ad contains a physician, nurse, social worker, and teacher. Version 2 contains a physician nurse practitioner, pharmacist, and principal. Participants in these ads embody various ethnicities including aboriginal, span an age range of 35-60+ years, are male and female, and represent the key tobacco control champions across the province. Originally, there was only a budget to produce three of the six concepts. But after modifying production to occur solely indoors, it left room in the budget to produce all six concepts. An indoor setting also provided a season-neutral environment something that was important since the ads were to air year-round. The six concepts were all inspired by real stories of Smokers Helpline clients and were designed to each target a different demographic, motivation, and stage of quitting. The use of an influencer was chosen because research indicated that family, friends, and health care providers have a significant impact on the success of a smokers quit attempt. Formative Evaluation During the development of the I CARE ad, the script was reviewed by each health association for approval and feedback. Showcasing the top referring health care professionals in the I CARE ad and including the health associations in the media campaign contributed to the strong partnership the Smokers Helpline was able to form with each health-conscious association. The ads created free positive publicity for each profession and revealed an interdisciplinary approach to tobacco control. Media Placement and Description The Helpline created television, radio, and print advertisements outlining the positives in quitting smoking. The newspaper inserts were 12 pages in length and distributed to 100,000 homes in the province. See exhibit A for earned media marketing. Campaign Evaluation A standardized poll was conducted to identify general awareness of the campaign with the public and found that there was 87% awareness of the Helplines campaign. Of the television commercials aired, the I CARE ad had the largest recall, next the Daughter ad, and next the Couple ad. In addition, an online survey and in-depth interviews were conducted with tobacco control partners to identify partner satisfaction with the Helpline and feedback regarding the mass media campaign. Preliminary results of the partnership satisfaction survey indicated 93% of partners saw the ads, 82% believed they were effective in reaching campaign goals and targets, and 100% were satisfied with their level of engagement in the SHL project as partners. During the first week of the campaign, the Helpline received 159 new calls. Caller volume increased by 64% for the first month of the campaign and increased by 53% for the entire length of the campaign (January March 2007 as compared to same time period the previous year). There were 283 individuals referred to community-based treatments, which was a 177% increase in community referrals, and 465% increase in visitors to the SHL website. The CARE program also saw significant growth as a result of the campaign. Health care providers requested 104 in-service sessions, 1169 CARE kits were distributed, and as of 2007 there were 536 of health care providers actively involved in CARE an increase of 14.2% from before the campaign was launched. Furthermore, health care institutions in the provinces capital city of St. Johns incorporated a referral to the Smokers Helpline into official policy, meaning all patients who were admitted to the hospital in St. Johns were be asked Do you smoke? and Do you accept a referral to the Smokers Helpline? This policy was then introduced in all other cities within Newfoundland and Labrador. Additional Marketing Information To help the campaign launch successfully, a news media launch was planned for January 16th, 2007 one week before National Non-Smoking Week (NNSW) and the launch of the Its Your Call campaign. The goal of the news media launch was to create interest and encourage positive promotion of the campaign as well as to provide earned media coverage of the Smokers helpline. There was a high turnout to the news media launch and key media elites were in attendance and positively reported on the Helplines campaign launch. The media kit provided at the launch was received well and pre-screening of ad materials elicited positive feedback from SHL partners. Conclusions Having a successful media launch for this campaign helped propel it to higher public awareness and earned it an International Association of Business Communicators award. Additionally, using community-based health care professionals and personable actors that people could relate to provided a higher sense of credibility and community relations for the campaign. For more information about this Newfoundland and Labrador campaign regarding mass smoking cessation, please contact Niki Legge at HYPERLINK "niki.legge@nf.lung.ca"niki.legge@nf.lung.ca For more information about Global Dialogue for Effective Stop Smoking Campaigns and other available case studies, please contact Karen Gutierrez at  HYPERLINK "mailto:info@stopsmokingcampaigns.org" info@stopsmokingcampaigns.org Exhibit A. Earned Media Marketing Scan - SHL "It's Your Call" Campaign 2006-2007Campaign CostAdded ValueMedia Types DetailsCost to SHLSpotsEst. ValueSpotsTV - CBC News onlyNews Monday - Friday15,000.0024310,000.00243TV - CBChockey night, cornation, fifth estate, TV - NTV News onlyNTV news (MTW)35,000.0022025,000.00220TV - NTVSoaps, Shows 7-11pm, Canada AMTV - Rogers168 per week 9 weeks 12 wks free4,250.0015121,000.00336Radio - OZFM 2- (6-10am), 1 (10-3pm) 2 (3-8pm)9,000.001509,000.00150Radio - Coast 2- (7-10am), 2 (10-3pm) 2 (3-8pm) M-Th5,000.002505,000.00250Radio - Hits FMat least five times a day5,000.002755,000.00275Radio - K-Rocknine times a day10,000.0049510,000.00495Radio - VOCM AMat least five times a day10,000.0027510,000.00275Print Atlantic Insert12 page insert in 16 community papers10,000.0012 pgs0.000The Hearald Full outside cover and 1/2 page ad inside5,900.004 full ads3,000.004 1/2 adsThe Downhomerfull page and website link3,300.00 2 full500.002 bannersLabrador Life Magazine1/2 pg ad in Jan, Full pg in Feb-Mar1,100.002 full0.000Earned Media CBC TV Interview launch0.00500.001 NTV TV Interview launch0.001,000.001 CBC Ann Budgel Interview with Ann Budget and call in show0.00100.001 Coast 101Interview launch0.00100.001 VOCM radio Interview launch0.00100.003I Did it camapign - HCMovie Theatres ads paid by Health Canada02,000.0056Rogers cable station paid by Health Canada0900.00336Smoke Free Campaign - ACTTheatre ads display SHL number 02,000.00CBC & NTV entire campaign discplayed SHL #05,000.00TOTAL113,550.00342090,200.002643   _ ` n o p 3oq7DQS^lyz04KM\]^Mlꯣ}} hh2hGYh2OJQJ^JaJ hGYh25OJQJ^JaJ h2OJQJ^JaJ hGYh2hkh2^JaJ hkh2hkh2OJQJhGYh2OJQJhGYh25OJQJh2 h25>* h25 h^514c~     ^ _ ` o p   <KLM] dgd2 & Fgd2gd2]^KLMmn%&abwx  - . gd2 dgd2%be - ">"7#8#9#L#N#[#\###$$$$!$"$G$I$P$Q$Z$e$j$n$$$$$z%{%%%:&;&;'G''''((((((()()a)|)νȴȴȴȴȴȴ h^aJh4Jdh2aJh4Jdh2B*ph h2aJho"h2aJh25B*phh2B*ph h'5h2 h25 h<17h2h2D. 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HWHwlVT$m EMFHw|@HP4h*   Rp@Cambria < W`2< 4  U`2< 4 w/14 < x/1 t$7K@Cambri `2QQh j:'1 y%1 dv% % %   T[ta@ca@ALlCountry: CanadaEDHH,7@"E@H@HATTX[ta@ca@ALP G T \ ta@ca@#LProvince: Newfoundland and LabradorJ7D@&H8@"R@`'DGHH%@HH@HIB@G7AHD7TT \# ta@ca@ LP G T`e tta@ca@Z.LType of campaign: Television, radio, and printM@H@D'8@kH@&>H"M@%@@&7&DH7@H&D@HHH7&H-TTe  tta@ca@e ZLP G Tup ta@ca@LContent: Smoking cessationEDH,@H,">kDG&H>8@77@,&DITTq u ta@ca@q LP G Tta@ca@tILTarget audiences: Adult smokers (30+) who wanted to quit and Influencers M@7>@,@HH&@H8@7"NHH%,7kDG@771GHG1`HD`@H,@H,DGH&,@HH*H'%H@H8A77 Tta@ca@9L(trusted family members, friends and health care provider1,7H7,@H'@k&%@j@kG@77'7&@HH7AHHH@@%,H8@7@H7E@&H@7TXta@ca@LPs)70TTta@ca@LP G TTta@ca@LP G Rp@Cambria T  8 W`2  U`2 w/1 x/1 t$7K@Cambri `2P| L j:'1 y%1H dv% % % % % % T|4ta@ca@L\OverviewS@@7@&@_'% Ld (  !??% ( TT4ta@ca@LP G TT4ta@ca@LP GRp@Cambria < W`2< 4  U`2< 4 w/14 < x/1 t$7K@Cambri `2QɜTQh j:'1 y%1 dv% % %  % % % TxMta@ca@3L\HistoryW&7,D7@% % % TTeMta@ca@3LP G TTNta@ca@LP G T,m g ta@ca@M %LEvery year, 1,000 smokers and 112 nonE<;2<<;;2BBBC4d@?;14;CCBBBCACTTn  g ta@ca@n M LP-(T g ta@ca@ M L|smokers die from tobacco4d@>;24C ;$2@c)@B;55?TTg ta@ca@M LP-(TOg ta@ca@M Ltrelated illness in 2:!:):C!!!B;44!CRp @Cambria< W`2< 4  U`2< 4 w/14 < x/1 t7K@Cambri `2QɜTQh j:'1 y%1 dvdv% Rp@Cambriax/1 t\ |'( Q|hm||  0w2!"rG  P< .'" |''$ E wwdv% ( Rp @Cambria|'( Q|hm||  0w \ |'( Q|h|  0 |p|m|Z|m| / 0w P |p|m|w2!"wwdv% ( % (  T g $ ta@ca@ NLNewfoundland and Labrador. In the 1960 s, the Newfoundland and Labrador Lung R;]$@BCC ;CC;BC@;B2:C@1'C)B;BCBB4)B;R;]$@BCB ;CC;CC@;A2;B@2@BC; T  ta@ca@f HLAssociation began implementing programs to reduce smoking, and has been K44?5!;)!@CB;;;C dC!;c;C)!C;C2@;1;d4)@1;CB5;3d??!C;;CCB;4B;;C TT  ta@ca@ LPr2TP &" WMFC H7Hwb ta@ca@ VLecognized nationally and internationally for its efforts. Beginning in 2000, the Lung ;5@;C!6;CC;)!@B; !<;CC!C);2C:)!@C: !<$@2!)4;$$@2)4I:;!CC!C<!CBCBB)B<@BC< T8  ta@ca@ RLAssociation launched the Smokers Helpline (SHL) to provide equal, free access to K44?5!;)!@C!;BC5B:C)B;<d@>;14R; C!!C;.<R@.)@C2@<!C;;BB:!$2:;;55:34)@ Th  & ta@ca@ /Ltobacco treatment and counseling through a toll)@B:55@)1;:)d;B):CC5@BC4:!!C;)B2@B;B;)@!!TT B & ta@ca@ LP-(TC 0& ta@ca@C Lfree number. One of the most $2;;CBcB;1NC;@$)B;d@4) T'  ta@ca@ Ldsuccessful 4B55;34$B!T'  ta@ca@ CLprograms created by the SHL was the  Community Action and Referral C2@;1;c452;:):CB<)B;<R@];4)B;-D@ddBB!)<K5)!@C;CCK;$;12;! T ? ta@ca@% GLEffort or CARE Program which engaged community leaders and healthcare E$$@2)-@2DKKED2?;2;d]B!5B;C;;;;C5@ddBC!)<!;;B:24;CCB;:!)B4;2; T,@ ; ta@ca@ PLproviders to proactively refer patients to the Smokers Helpline for support by C2@<!C;14)@C1@;4)!<;!<2;$;2C:)!;C)4(@)B;<d@>;23R;!B!!C;$@24BCC@1)B< T0 \ Yta@ca@?&Lsimply asking the question:  Do you sm4!dC!<;4?!C;)B;AB;4)!@C -O@<@B4dT8] Yta@ca@] ?'Loke? However, CARE and other previous @?;3-R@];<:2DJKE;CC@)B:2C2;< @B4 T(Yta@ca@OLcampaigns were never devoted strictly to smoking cessation. Research indicated 5;dC;!;C4]:2;C:<;2C;<@(;C4(2!5)!;)@4d@?!C;5;43;) @CK:4:;25B!CC!5:);C T@/rta@ca@XSLthat 80% of smokers wanted to quit; they just didn t know where to go for support. )B;)BBk@$4d@?;14];C):C)@BB!) )A;< B4)C!CC)?C@]]B;2;)@;@$@24BBC@2( Tsta@ca@7LThis necessitated the SHL to develop a comprehensive maGB!4C;5;44!(;(;C)A;<R@)@C;<;!@C;4@dC1;B;C4!<;d:Tsta@ca@Lpss media campaign 43d;C!;5;dB;!;C T'ta@ca@qKLdedicated solely to cessation. Thus,  It s Your Call campaign was created.C;C!5:):C4?!;!<)@5;43;)!@BGBB4-')4D@B2D;!!-5;cC; ;C];452;:);BTT(nta@ca@(qLP SG TTta@ca@LP iG % % % TTta@ca@LP GRp@"Calibri < W`2< 4  U`2< 4 w/14 < x/1(t%7.{ @Calibr``2QɼMh j:'1 y%1 dv% % % Rp@"Calibri < W`2< 4  U`2< 4 w/14 < x/1(t%7.{ @Calibr`2QKh j:'1 y%1 dv% % %  % % % T7ta@ca@LhCampaign Goals@;b@;9@LA<0% % % TT7ta@ca@LP F TT9ta@ca@LP F % % % TVta@ca@<LxThe main&" WMFC HHw objective ofGB;d;!C@B ;5)!<;@$TTVta@ca@<LP T Vta@ca@< L`the three)B;)B2;;TT  Vta@ca@ <LP-'Tl 5 Vta@ca@ <LXmonthd@C)BTT6 O Vta@ca@6 <LP TP 2Vta@ca@P <L It s Your Call campaign ')4D@B2D:! 5;dB;!;CTX3Vta@ca@3<LPwa];TcVta@ca@<Lhs to increase 4)@!C52;:3; T<WO ta@ca@(Lawareness of, and access to, provincial ;];1;C:44@$;CC:55;34)@C1@<!C5!;!T|P W ta@ca@P L\smoking 4d@?!C;T WJta@ca@ Llcessation servic5;43;)!@C3;2<!5TKWta@ca@KLtes in an effort to ;4!C;C;$$@2)(@ Txpta@ca@VL\reduce 2;CB4;T@ pta@ca@VLthe prevalence of smoking)B;C2;<:!;B5;@$4d@?!C;TPA Apta@ca@A V+L. The campaign was designed to promote the GB;5;dC;!;C];4B;4!;C;C)@C1@d?);)B; Tp&ta@ca@LpSmokers Helpline<d@?:23R;!C!!B;TX'psta@ca@'LP s3TTtpta@ca@tLP TTpta@ca@LP1BTTpta@ca@LP-(Tp&ta@ca@L800 number as a point of entryCBBDBdB;2;4;C@!C)@$;C)2<T&pta@ca@&L. From there, callers would @2?d)B;2:5; !;14]?B!C Txta@ca@oL\then be)B;CB;TTta@ca@oLP TpIta@ca@oLXtriage)2!;:;TXJta@ca@JoLPd CTta@ca@o?Lto programs and services within the community. This mass media )@B2@;2;c4;CC3;2<!5;4]!)B!C)B;5@dcBC!)<GB!4d;44d;C!; T`Wta@ca@LTcam5;dTpXta@ca@XLXpaign C;!;CTta@ca@Llwas designed to];4B;4!;C;C)@TTta@ca@LP TJta@ca@!Lnot only educate the public that C?)@C!<;CA5;);)A;CBB!!5)B;)TdK)ta@ca@KLTstop4)@BTT*Qta@ca@*LP-(T|R ta@ca@RL\smoking 4d??!C;T|!ta@ca@!L\support 4BCC@2) Tlwta@ca@LXexist;:!4)TXwta@ca@wLPed:CTta@ca@ Ld, but also BB):!4@T ta@ca@Lhto direct them(@C!2;5))A;dTT  ta@ca@ LP T  ta@ca@  Ldto effective)@;$$;4)!<;TT  ta@ca@ LP,TT - ta@ca@ LP T|.  ta@ca@. L\evidence;<!C;C5;TT ta@ca@ LP-'Tta@ca@L|based services like the B;3:C4;2<!5;4!!>;)B; T/ta@ca@?LHelpline as well as local services through community referrals.R;!C!!C;:4]; !;4 @5;!3;2<!5;4)B1@B;B5@ddBC!)<2;$;21;!3TT /ta@ca@LP TT!g/ta@ca@!LP G TT0ta@ca@LP G T) Ita@ca@/"LSpecific objectives for the campai<C;5!$!5@B ;4)!<;4$@2)B;5;dB;!T* h Ita@ca@* / Ldgn were to:;C];2;)@T &jWMFCHHwTi  Ita@ca@i /LP G TTIta@ca@LP GRp@Symbol  x W`2x p  \ U`2x p w/1p x <x/1t5Symbol`2`2RVxO j:'1 y%1 <dv% % % Rp@"Arial  x W`2x p \ U`2x p w/1p x Lx/1.t3. * Arial`2`2RV,0D j:'1 y%1 Ldv% % %  % % % TT8nhta@ca@8OLP7% % % TToita@ca@oOLP }% % % T`?ita@ca@O.LIncrease calls to the Smokers Helpline by 50%'C52;:4;5:! 4)@)B:<d@?;14R; C!!C;B<BBlTT@ita@ca@@OLP G % % % TT8inta@ca@8LP7% % % TTowta@ca@oLP }% % % Tp!ta@ca@=LIncrease the number of smokers who were referred to community'C52;:4;)A;CBdB:2@$4d@?;14]B@];2;1;$;12;C(@5@cdBC!)<TT!pHta@ca@!LP-(TpIpta@ca@ILXbased B;4:C T' ta@ca@oLcessation services by 25%5;43;)!@C3;2<!5;4A<CBlTT( n ta@ca@( oLP G % % % TT8nta@ca@8LP7% % % TTota@ca@oLP }% % % Tta@ca@ILIncrease the number of health care providers using the Smokers Helpline 'C52;:4;)A;CBdB:2@$B;;!)B5;1;C2?<!C;24B4!C;)B;<d@?;14R;!B!!C; T` ta@ca@L|and CARE program by 10%;CCDJKEC2@;1;dB<BBlTTa  ta@ca@a LP G% % 666666666666666666666666666666666666 6 66 6  6 66 6  6 66 6  6 66 6  6 66 6 666666666666666666666666666666666666  ^`.@Cambria--- "2 u`\Country: Canada   2 u`\ @2 #`\Province: Newfoundland and Labrador           2 `\ P2 .`\Type of campaign: Television, radio, and print              2 `\ 22 `\Content: Smoking cessation       2 U`\ y2 I`\Target audiences: Adult smokers (30+) who wanted to quit and Influencers                  a2 9`\(trusted family members, friends and health care providern               2 F`\s) 2 T`\  2 `\ @Cambria------2 `\Overview   - @ !J- 2 `\  2 `\ @Cambria------2 (`\Historyw   --- 2 (`\  2 <`\ C2 O%`\Every year, 1,000 smokers and 112 non         2 O`\-/2 O`\smokers die from tobacco      2 O]`\-(2 Oc`\related illness in b    @Cambria-@Cambria- @Cambria--2 cN`\Newfoundland and Labrador. In the 1960s, the Newfoundland and Labrador Lung                     w2 wH`\Association began implementing programs to reduce smoking, and has been                     2 `\r2 V`\ecognized nationally and internationally for its efforts. Beginning in 2000, the Lung                      2 R`\Association launched the Smokers Helpline (SHL) to provide equal, free access to                    R2 /`\tobacco treatment and counseling through a toll            2 `\-72 `\free number. One of the most        2  `\successful   p2 C`\programs created by the SHL was the Community Action and Referral b               v2 G`\Effort or CARE Program which engaged community leaders and healthcare                   2 P`\providers to proactively refer patients to the Smokers Helpline for support by                   D2 &`\simply asking the question: Do you sm          F2 '`\oke? However, CARE and other previous           2 O`\campaigns were never devoted strictly to smoking cessation. Research indicated                   2 )S`\that 80% of smokers wanted to quit; they just didnt know where to go for support. n                    ^2 =7`\This necessitated the SHL to develop a comprehensive ma                &2 =!`\ss media campaign     |2 QK`\dedicated solely to cessation. Thus, Its Your Call campaign was created.t               2 Q`\  2 e`\ --- 2 y`\ @"Calibri---@"Calibri------ 2 `\Campaign Goals    --- 2 `\  2 `\ ---+2 `\The main objective ofc       2 `\ 2  `\the three    2 ``\-2 e`\monthr  2 `\ 22 `\Its Your Call campaign     2 I`\wa 2 _`\s to increase   G2 (`\awareness of, and access to, provincial          2 `\smoking   #2 `\cessation servic  (2 M`\es in an effort to      2 `\reduce  12 `\the prevalence of smoking        L2 r+`\. The campaign was designed to promote the              %2 `\Smokers Helplineo    2 `\s 2  `\  2 `\1 2 `\-82  `\800 number as a point of entry        52 `\. From there, callers would       2 `\then be     2 `\ 2 `\triage 2 `\d j2 ?`\to programs and services within the community. This mass media              2 `\cam 2 `\paign  "2 `\was designed to     2 =`\ =2 A!`\not only educate the public that i       2 )`\stop 2 H`\-2 N`\smoking   2 `\support  2 -`\existr 2 -`\ed 2 - `\, but also    2 -`\to direct them    2 -]`\ 2 -a `\to effective    2 -`\, 2 -`\ 2 -`\evidence    2 -`\-/2 -`\based services like the    j2 @?`\Helpline as well as local services through community referrals.               2 @C`\  2 @G`\  2 T`\ >2 h"`\Specific objectives for the campai       2 ho `\gn were to:     2 h`\  2 |`\ @Symbol---@"Arial------ 2 `\--- 2 `\ ---P2 .`\Increase calls to the Smokers Helpline by 50%            2 `\ --- 2 `\--- 2 `\ ---g2 =`\Increase the number of smokers who were referred to communitys                2 `\-2 `\based  12 `\cessation services by 25%       2 o`\ --- 2 `\--- 2 `\ ---y2 I`\Increase the number of health care providers using the Smokers Helpline                    .2 `\and CARE program by 10%        2 w`\ "System--\\``\\``[[__[[__[[__[[__[[__[[__[[__ZZ^^ZZ^^ZZ^^ZZ^^ZZ^^ZZ^^ZZ^^YY]]YY]]YY]]YY]]YY]]YY]]YY]]՜.+,D՜.+,, hp|  UMNV/  Title 8@ _PID_HLINKSA 2%mailto:info@stopsmokingcampaigns.org o~../../../Local Settings/Local Settings/Local Settings/Temporary Internet Files/Content.Outlook/BTSSWSJ6/niki.legge@nf.lung.ca   !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcefghijklmnopqrstuvwxz{|}~Root Entry F@~XData d(1TableyE$WordDocument0SummaryInformation( DocumentSummaryInformation8CompObjy  F'Microsoft Office Word 97-2003 Document MSWordDocWord.Document.89q