Reaching Spanish-speaking smokers: state-level evidence of untapped potential for QuitLine utilization.

OBJECTIVES

We examined the effects of a Spanish-language media campaign on the reach and outcomes of a state-sponsored QuitLine among Latino smokers.

METHODS

In this quasiexperimental (2-group, pre-post) study, we analyzed data from Colorado QuitLine callers before (April-August 2007) and during (September-November 2007) the media campaign. Call volume, service utilization, and quit rates at 7-month follow-up were compared between Latino (n = 243) and non-Latino (n = 527) callers.

RESULTS

QuitLine calls increased among Latinos during the campaign by 57.6% (1169 vs 1842 in 3-month periods). Compared with precampaign Latino study respondents, Latino respondents during the campaign were significantly younger (younger than 45 years), more often Spanish speaking, uninsured, and less educated. Among Latino enrollees, program completion and nicotine replacement therapy use were similar before and during the campaign, and quit rates during the campaign improved marginally to significantly (7-day abstinence: 29.6% vs 41.0%, P = .07; 6-month abstinence: 9.6% vs 18.8%, P = .04).

CONCLUSIONS

A well-designed, statewide Spanish-language media campaign increased QuitLine reach and improved cessation outcomes among a young Latino population of low socioeconomic status. QuitLine-supported cessation can be increased among these smokers.