Orange County Tobacco Prevention and Cessation Campaigns
Goals: JSI developed two campaigns to: 1) reduce the prevalence of smoking among youth in high-prevalence school districts in Orange County, and 2) to increase adult tobacco cessation via the NEW LUNG quitline.
Overview: JSI worked with the County of Orange (California) Health Care Agency’s Tobacco Use Prevention Program to create, implement, and evaluate two public education media and social marketing campaigns that addressed youth and adult smoking prevalence. JSI developed the Let’s Get It Out There! social media campaign (@getitoutOC) that encouraged teens to submit photos on Instagram, sharing why they were proud to be smokefree. JSI produced print materials for distribution at schools and through educational programs, with complementary materials for parents (Tips to Keep Your Teen Smoke-free). JSI’s I’m Not a Smoker Anymore campaign promoted smoking cessation services through the 1-866-NEW-LUNG quitline targeted to adult smokers. The campaign included print materials, Facebook and Instagram ads, radio PSAs, and outdoor advertising.
Results: During the cessation campaign, calls to the NEW LUNG quitline increased and ads generated 11.9 million impressions.