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MORE THAN A HOTLINE:

Supporting Cessation Through Strategic Communications

Chelsea Andrews,

Tobacco Communications Specialist

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Background

Media designed to introduce or reintroduce Coloradans to the Quitline�
Quitline ads run on TV, over-the-top platforms, social media, mobile, and more�
Huge driver of traffic to the Quitline site and enrollments�
FY22 Program Enrollments: 18,498

FY22 Enrollments from digital and OTT ads: 10,575

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Control

Empathy

Options

Culturally-

Relevant

Empowerment

Representation

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Where to find media materials

Grantee Google Drive�
CoHealthResources�
Additional youth cessation resources are available on

My Life My Quit website

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CoHealthResources

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Double-click each option to select

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Select

“Finish”

when finished

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Quitline Media:

What’s Available?

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Recently Created Quitline Ads

“Triggers”

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My Life My Quit Media:

What’s Available?

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MEDIA STRATEGY

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Before placing media, think about these questions

How does my audience consume media? Where can I place media to have the most impact?�
How will I measure campaign success?

What are you trying to accomplish?

Who is your audience and why should they care about this?�

What are you trying to accomplish? Are you trying to get more people enrolled in the program? More people visiting the Quitline or MLMQ site? More people visiting your website?

Who is your audience and why should they care? Your audience and they’re motivation to quit or help someone quit should be a big factor in determining how successful your ads are. There’s no one size fits all approach to reaching Colorado’s diverse population but when you understand who you’re trying to reach, it can help you find ads that will speak to them.

How does your audience consume media? Social media is great for reaching most audiences these days but specific platforms do better with some audiences than others. Facebook and Instagram are good for parents and trusted adults but if you’re trying to reach younger audiences, Snapchat or TikTok may be better choices. Radio spots, flyers and posters, and movie theater ads are all great ways to educate your community about the Quitline/MLMQ too.

How will I measure the success of my campaign? What metrics are you most interested in? Will it be impressions or engagements from social media? Number of QL/MLMQ enrollments from your county? Visits to certain websites? Understanding how you’ll evaluate your campaign before you begin is crucial to knowing if it was successful.

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Common places for ads and information-sharing

Social media-Facebook and Instagram, Snapchat or TikTok for younger audiences�
Local radio stations�
Local newspapers�
Local movie theaters-great for reaching audiences, especially after the school year is wrapping

Budget-friendly options

Order My Life My Quit posters/flyers from CoHealthResources or the MLMQ website to share with local schools�
Find organizations that serve your intended audience: Is there a way to reach their clients/patrons/members through the organization?

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Consider promoting cessation resources as a way to complement local policy work�
If using STEPP grant dollars to place media locally, you’ll need to submit a Grantee Media Plan

Quitline and My Life My Quit enrollment data is available to help you evaluate your campaign efforts�
Share feedback from your community

Friendly Reminders

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QUESTIONS? LET’S CHAT!

chelsea.andrews@state.co.us

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Thank You!