Summary of the role of the California Smokers\' Helpline in the California Tobacco Control Program and ideas for how the Asian-Pacific Rim countries can work together to promote quitline use.

1. April Roeseler, M.S.P.H.
Asian Pacific Quitline Workshop
June 8, 2011

5. Goal = change social norm
Outcome = prevention & cessation

6. Creates an environment where
tobacco use becomes:
Less desirable
Less acceptable
Less accessible

8. High Level Logic Model
Goals Outcomes
Reduce Exposure to Decrease Tobacco
Secondhand Smoke Consumption
(SHS)
Decrease
Counter Pro- Tobacco
Tobacco Influences Use Prevalence
Decrease Youth
Uptake of
Tobacco
Decrease
Exposure to
Support SHS
Cessation

9. California Tobacco Control Program
Statewide Evaluation/Surveillance
Statewide Media Campaign
61 Health Department Projects
& Community Coalitions
37 Community Non-profit Agency Projects
Statewide Infrastructure & Training & Technical Assistance Projects
Capacity
Technical Center Tobacco Building Center California Youth
Assistance for Policy & Control for Advocacy
Legal Community Evaluation Diverse Network
Center Organizing Center Populations
Team Lab Cessation Quitline STAKE Youth
Clearinghouse Materials & Training Recruitment
Development Center

10. Media
+
Community Involvement
=
Social Norm Change

11. • To be ahead of the of
the wave (public
opinion)
• To use the energy at
the front of the wave
to pull public opinion
forward

13. • Increases
support for
local policies
• Provides
smokers a
reason to quit

14.  Positive SHS attitudes predict quitting
◦ Smokers are 70% more likely to have made
a recent quit attempt
◦ Smokers are over 2 times more likely to
have intentions to quit smoking in the
next 6 months
California Tobacco Control Program, California Department of Public Health, A Confirmatory Factor Analysis of
a Social Norm Change Paradigm for the California Tobacco Control Program, May 2006.

15. • Motivates smokers to
quit; inoculates them
against advertising
and marketing
• Undermines the
tobacco industry’s
• Holds the industry
accountable
• Increases non-
smoker’s empathy
towards smokers

16.  Californians with highly negative attitudes
about the tobacco industry:
◦ Among smokers, 67% were more likely to
have made a recent quit attempt
◦ Among smokers, 62% are more likely to
have intentions to quit in the next six
months
California Tobacco Control Program, California Department of Public Health, Evaluation of California’s Anti-tobacco Media Campaign,
Waves 6, 7 and 8. February 2008.

17. • Demonstrates
empathy for
smokers
• Provides
resources and
encouragement to
quit
Call 1-800-NO BUTTS

18.  Are effective at
generating
motivated smokers
to call the Quitline,
they do not
make an impact on
smokers who are
unmotivated to
quit.

19. • Amplifies the message
• Ties the program to the
community
• Diversifies expertise,
influence, & connections
• Results in policy change

22.  Eliminates barriers
to access
◦ Hours of operation
◦ Language
◦ Transportation
◦ Childcare
◦ No-cost
◦ Privacy
◦ Portal to local
assistance & self-help
materials

23.  Proven to help
people quit
 Centralization
provides cost-
efficiencies
 High volume
service provider
 Quality Quitlines
assurance
Face-to-face

26.  Evidence-based
 Tenacious
 Use research to
drive continual
change
 Ability to execute
 Flexible/Agile

28. Tobacco Industry Electronic Medical Records
scanning driver’s license

29.  Cost sharing with health insurance
 Expand services
◦ Chronic disease management
◦ Behavioral health disease
management

31.  Scaleis simply something
that is so pervasive or large
enough that it makes a dent
in the problem you are
trying to solve

33. “Trapped”: Commercial Image
Award of the Year

35.  Develop the
“power of pull”
 Stay close with
others in your
field
 Be the first to
give when
building new
relationships