O'Connor Richard J, Carlin-Menter Shannon M, Celestino Paula B, Bax Patricia, Brown Anthony, Cummings K Michael, Bauer Joseph E
Department of Health Behavior, Division of Cancer Prevention and Population Sciences, Roswell Park Cancer Institute, in Buffalo, New York, USA.
Health Promot Pract. 2008 Jul;9(3):262-70. doi: 10.1177/1524839906298497. Epub 2008 Feb 28.
Telephone quitlines efficiently deliver cessation services, but few smokers use them. This article describes an unsolicited direct mail campaign designed to increase calls to the New York State Smokers' Quitline. Two post-cards advertising the quitline and the availability of free nicotine patches were sent to 77,527 smoker households between August and October 2005. One postcard emphasized the effectiveness of the nicotine patch, whereas the other contrasted the risks of smoking and patch use. Response was evaluated using geographically linked calls to the quitline 15 days before and after each mailing. The postcard campaign increased call volume by 36%, with no difference between the two postcard versions. Those who reported calling the quitline in response to a mailing were more likely to request nicotine patches (91% versus 82%, p < .001). Direct mail can be used to increase quitline call volume and should be one of the promotional tools used by quitlines.
电话戒烟热线能够有效地提供戒烟服务，但很少有吸烟者会使用。本文描述了一项主动式直邮活动，旨在增加拨打纽约州吸烟者戒烟热线的人数。2005年8月至10月期间，向77527个烟民家庭发送了两张宣传戒烟热线及提供免费尼古丁贴片的明信片。一张明信片强调尼古丁贴片的有效性，而另一张明信片则对比了吸烟和使用贴片的风险。通过在每次邮寄前后15天与戒烟热线进行地理关联通话来评估回应情况。明信片活动使通话量增加了36%，两种明信片版本之间没有差异。那些报告因邮寄而拨打戒烟热线的人更有可能索要尼古丁贴片（91%对82%，p<.001）。直邮可用于增加戒烟热线的通话量，应成为戒烟热线使用的宣传工具之一。
