Mass media effect on Quitline promotion in K orea : PRO & CON ! Quitline " The effective approach for people who need a help to quit ! Mass media " The effective tool in making tobacco user’s aware of cessation services and in motivating attempt to quit ! The evidence on the relation between quitline call and mass media campaign in Asia region is rare . In Korea - Quitline has been operated from 2006. - Quitline promotion activity using mass media was started from 2007.
Mass media effect on Quitline promotion in K orea : PRO & CON ! Objectives " To measure the mass media effect on increasing call volume regarding the type and contents of mass media " To know how it can be managed appropriately ! Method " The public awareness on Quitline existence and quit number was monitored. " Date exposed, contents, frequency of televising, and media type of these campaigns and promotions have been tracked for 4 years. " The change of call volume was monitored at the same time based on the computerized telephony system in Quitline. " The concordance of mass media promotion and changing of call volume was analyzed. " Each call was classified as beyond reach, hang-up call, call back and live call to understand how increased call volume was managed.
Mass media effect on Quitline promotion in K orea : PRO & CON ! Results ! Only from 7% to 34% of inbounding call 2007 2010 was reached to quit coaches as live call Public awareness of 12.9% 35.9% among increased call volume. Quitline existence Quit number 1.5% 20.7% 35'000 A direct promotion of Quitline on TV(’10 Dec) 31'436 30'000 Talk show with expert (’11. Jan) 25'000 23'957 20'000 Continuous exposure of Quitline number Anti-amoking campaign 17'306 on TV (CF, Documentary) (’09. 12) 15'000 for women (’10. 5) 14'082 Talk show with event 10'250 10'000 9'080 for smokers (’09. 1) 7'773 6'857 5'400 5'000 4'492 3'692 3'460 0 08. 1 2 3 4 5 6 7 8 9 10 11 12 09. 1 2 3 4 5 6 7 8 9 10 11 12 10. 1 2 3 4 5 6 7 8 9 10 11 12 11. 1 2 3 4 By month
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