University of Wisconsin Center for Tobacco Research and Intervention, University of Wisconsin School of Medicine and Public Health, Madison, USA.
Am J Prev Med. 2010 Mar;38(3 Suppl):S343-6. doi: 10.1016/j.amepre.2009.11.014.
Telephone quitlines are a clinically proven and cost-effective population-wide tobacco-dependence treatment, and this option is now available in all 50 states. Yet, only 1% of the smoking population accesses these services annually. This report describes a series of policy, programmatic, and communication initiatives recently implemented in Wisconsin that resulted in a dramatic increase in consumer demand for the Wisconsin Tobacco Quitline (WTQL).
In 2007, the Wisconsin legislature voted to increase the state cigarette excise tax rate by $1.00, from $0.77/pack to $1.77/pack effective January 1, 2008. In preparation for the tax increase, the Wisconsin Tobacco Prevention and Control Program, the University of Wisconsin Center for Tobacco Research and Intervention, which manages the WTQL, and the state's quitline service provider, Free & Clear, Inc., collaborated to enhance quitline knowledge, availability, and services with the goal of increasing consumer demand for services. The enhancements included for the first time, a free 2-week supply of over-the-counter nicotine replacement medication for tobacco users who agreed to receive multi-session quitline counseling. A successful statewide earned media campaign intensified the impact of these activities, which were timed to coincide with temporal smoking-cessation behavioral patterns (i.e., New Year's resolutions).
As a result, the WTQL fielded a record 27,000 calls during the first 3 months of 2008, reaching nearly 3% of adult Wisconsin smokers.
This experience demonstrates that consumer demand for quitline services can be markedly enhanced through policy and communication initiatives to increase the population reach of this evidence-based treatment.
电话戒烟热线是一种经过临床验证且具有成本效益的全人群烟草依赖治疗方法，目前全美 50 个州都提供这种服务。然而，每年只有 1%的吸烟人群使用这些服务。本报告描述了威斯康星州最近实施的一系列政策、计划和宣传举措，这些举措显著增加了消费者对威斯康星州烟草戒烟热线（WTQL）的需求。
2007 年，威斯康星州立法机构投票决定将州内香烟消费税税率提高 1 美元，从每包 0.77 美元提高到 1.77 美元，自 2008 年 1 月 1 日起生效。为了应对增税，威斯康星州预防和控制烟草项目、威斯康星大学烟草研究和干预中心（管理 WTQL 的机构）以及该州的戒烟热线服务提供商 Free & Clear, Inc. 合作，提高戒烟热线的知名度、可用性和服务质量，目标是增加服务的消费者需求。这些增强措施包括首次为同意接受多轮戒烟热线咨询的烟草使用者提供为期两周的免费非处方尼古丁替代药物。一次成功的全州范围内的有偿媒体活动强化了这些活动的影响，这些活动的时间安排与戒烟的季节性行为模式（即新年决心）相吻合。
结果，WTQL 在 2008 年的前三个月接到了创纪录的 27000 个电话，覆盖了近 3%的成年威斯康星州吸烟者。
这一经验表明，通过政策和宣传举措，可以显著提高戒烟热线服务的消费者需求，从而扩大这种基于证据的治疗方法的人群覆盖面。
