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Creating high-quality, effective advertising campaigns for tobacco use prevention can be time consuming and expensive. To save you this time and cost, CDC has licensed existing advertisements developed by more than 25 state health departments, nonprofit health organizations, and federal agencies.
These ads are available to you through the Media Campaign Resource Center for Tobacco Prevention and Control, which not only gives you access to these ads, but also can help you develop an ad campaign to use them effectively. We have hundreds of television, radio, print, and billboard ads in the Resource Center collection. Browse the MCRC Online Database for more information about these materials. The Resource Center Products page includes a description of our Media Campaign Resource Center Video Catalogs.
The What's New page provides information about a new ad package that can save you money on your next campaign.
We're Here to Help You
As part of our commitment to provide technical assistance and to help you with your selection of media materials, we have developed the Frequently Asked Questions brochure. Visit the Advertising on a Tight Budget page for low-cost advertising options.
The CounterMarketing manual was developed to be a comprehensive resource for state health departments and other agencies and organizations in developing and implementing tobacco counter-marketing campaigns.
In addition to providing you access to media campaign materials, the Resource Center also offers guidance and technical assistance on how to use the materials. Planning and executing a media campaign can be a complex process.
Smoking-Attributable Mortality, Morbidity and Economic Costs (SAMMEC) is an online application that allows you to estimate the health and health-related economic consequences of smoking to adults and infants.
Adult SAMMEC calculates annual smoking-attributable deaths, years of potential life lost, smoking-attributable expenditures, and productivity losses for adults in the United States, individual states, and user-defined populations.
Maternal and Child Health (MCH) SAMMEC estimates the number of annual smoking-attributable deaths and years of potential life lost for infants in the United States and individual states, and neonatal medical expenditures for certain user-defined populations.
The national smoking-attributable mortality (SAM) estimates may differ from the previously published estimates in two ways. First, SAMMEC uses updated data and presents estimates for 2001 and 1997-2001. Second, cigarette-caused fire deaths and second-hand smoke deaths are not reflected in the SAMMEC smoking-attributable mortality estimates.
SAMMEC requires registration. To select a user name and password, click Register. Once registered, you will have access to both Adult and MCH SAMMEC. If you are already registered to use SAMMEC, click the Adult or MCH SAMMEC image or link to login.
To learn more about the application, refer to About SAMMEC or Help.
Approximately 20.9% of U.S. adults are current smokers (1), and an estimated 70% of smokers want to quit smoking (2). Since 1977, the American Cancer Society (ACS) has sponsored the Great American Smokeout each year on the third Thursday in November. Smokers are encouraged to quit for 24 hours straight in the hope they might quit permanently.
Effective interventions for increasing cessation success rates include sustained media campaigns; price increases for tobacco products; increased insurance coverage for treatment; individual, group, or telephone counseling; and approved medications. Telephone quitlines are a cost-effective and accessible way to provide smokers with counseling about cessation strategies (3,4). The National Network of Quitlines, a collaborative effort of CDC, the National Cancer Institute, state quitlines, and the North American Quitline Consortium, maintains a national telephone number (800-QUIT-NOW) that links callers to free quitlines serving their areas.
Information about the Great American Smokeout is available from ACS at telephone, 800-227-2345, or from a local ACS office. Information on smoking.
For the chapter on tobacco use, the chapter development team focused on interventions to decrease exposure to ETS, reduce tobacco-use initiation, and increase tobacco-use cessation. The chapter consultation team members*** generated a comprehensive list of strategies and created a priority list of interventions for review based on their perception of the importance and the extent to which the interventions were practiced in the United States. Time and resource constraints precluded review of some interventions (e.g., communitywide risk factor screening and counseling).
Interventions reviewed were either single-component (i.e., using only one activity to achieve desired outcomes) or multicomponent (i.e., using more than one related activity). Interventions were grouped together on the basis of their similarity. Some studies provided evidence for more than one intervention. In these cases, the studies were reviewed for each applicable intervention. The classifications or nomenclature used in this report were chosen to ensure comparability in the review process, and these classifications sometimes differ from those used in the original studies.
To be included in the reviews of effectiveness, studies had to meet these criteria: a) they were limited to primary investigations of interventions selected for evaluation; b) they were published in English from January 1980 through May 2000; c) they were conducted in industrialized countries; and d) they compared outcomes in groups of persons exposed to the intervention with outcomes in groups of persons not exposed or less exposed to the intervention (whether the comparison was concurrent or before-after).
For each intervention reviewed, the team developed an analytic framework indicating possible causal links between the intervention under study and predefined outcomes of interest. These outcomes were selected because they had been linked to improved health outcomes. For example, the Task Force concluded the following:
The Community Guide links evidence to recommendations systematically (12). The strength of evidence of effectiveness corresponds directly to the strength of recommendations (e.g., strong evidence of effectiveness corresponds to an intervention being strongly recommended, and sufficient evidence corresponds to an intervention being recommended). Other types of evidence also can affect a recommendation. For example, evidence of harms resulting from an intervention might lead to a recommendation that the intervention not be used, even if it is effective in improving some outcomes. In general, the Task Force does not use economic information to modify recommendations.
A finding of insufficient evidence of effectiveness does not result in recommendations regarding an intervention's use but is important for identifying areas of uncertainty and continuing research needs. In contrast, adequate evidence of ineffectiveness leads to a recommendation that the intervention not be used.
The systematic search identified 243 studies on tobacco interventions that met the inclusion criteria. Of these 243 studies, 77 were excluded on the basis of limitations in their execution or design and were not considered further. The remaining 166 studies were considered qualifying studies.**** The 14 Task Force evaluations in this report are based on these qualifying studies, all of which had good or fair execution.
On the basis of the evidence of effectiveness, the Task Force either strongly recommended or recommended nine of the 14 strategies evaluated (Table 2). These nine recommendations include one intervention to reduce exposure to ETS (smoking bans and restrictions), two interventions to reduce tobacco-use initiation (increasing the unit price for tobacco products and multicomponent mass media campaigns), and six interventions to increase cessation (increasing the unit price for tobacco products; multicomponent mass media campaigns; provider reminder systems; a combined provider reminder plus provider education with or without patient education program; multicomponent interventions including telephone support for persons who want to stop using tobacco; and reducing patient out-of-pocket costs for effective cessation therapies). In addition to the 14 completed evaluations, reviews for three more tobacco prevention interventions --- youth access restrictions, school-based education, and tobacco industry and product
restrictions --- are still under way and will be included in the finished chapter.
USE OF THE RECOMMENDATIONS IN COMMUNITIES AND HEALTH-CARE SYSTEMS
Given that tobacco use is the largest preventable cause of death in the United States, reducing tobacco use and ETS exposure should be relevant to most communities. In selecting and implementing interventions, communities should strive to develop a comprehensive strategy to reduce exposure to ETS, reduce initiation, and increase cessation. Improvements in each category will contribute to reductions in tobacco-related morbidity and death, and success in one area might contribute to improvements in the other areas as well. Increasing tobacco-use cessation, for example, will reduce exposure to ETS. Smoking bans, effective in reducing exposure to ETS, also can reduce daily tobacco consumption for some tobacco users and help others quit entirely.
Choosing interventions that work in general and that are well-matched to local needs and capabilities and then implementing those interventions well are vital steps for reducing tobacco use and ETS exposure. In setting priorities for the selection of interventions to meet local objectives, recommendations and other evidence provided in the Community Guide should be considered along with such local information as resource availability, administrative structures, and economic, social, and regulatory environments of organizations and practitioners. Information regarding applicability can be used to assess the extent to which the intervention might be useful in a particular setting or population. Though limited, economic information --- to be provided in the full report in 2001 --- might be useful in identifying a) resource requirements for interventions, and b) interventions that meet public health goals more efficiently than other available options. If local goals and resources permit, the use of strongly recom
mended and recommended interventions should be initiated or increased.
A starting point for communities and health-care systems is to assess current tobacco-use prevention and cessation activities. Current efforts should be compared with recommendations in this report as well as other relevant program recommendations proposed by CDC (1 Cool

, the National Cancer Institute (19), the Public Health Service (16), the U.S. Department of Health and Human Services (17,20,21), and the Institute of Medicine (22). In addition to assessing overall progress toward meeting goals and the current status of tobacco control efforts, health planners should also consider how to eliminate health disparities related to tobacco use and ETS exposure. The identification and assessment of existing disparities are critical in selecting and implementing interventions to assist populations at high risk, such as low-socioeconomic populations and some racial/ethnic groups (14,18,20).
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