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Barriers, Motivators, and Competition 45

demonstrated by other states, a quit line approach is effective for a variety of
reasons: it is more cost-efficient, with phone counseling as effective as face-to-
face counseling yet less expensive to provide; it is free and easily accessible to res-
idents throughout the state; it is more convenient, with no appointment
necessary or need to travel; it is confidential; it offers tailored protocols for spe-
cific populations; and it has been shown to approximately double the typical
(do-it-yourself) abstinence rates (Haase, 2002).

TA R G ET MAR KET

The Quit Line’s true target market—those most likely to call—were (and still are)
tobacco users, aged 18 and over, who have decided they want to quit, those in the
contemplation and preparation stages in the stages of change model (Prochaska,
Norcross, & DiClemente, 1995). They have probably tried to quit in the past and
may be feeling defeated. In terms of demographics, those who smoke are likely to
be lower income, are less educated, live in rural areas, and may be less likely to have
access to cessation support through traditional healthcare systems (BRFSS, 2006).
In terms of size of the target market, Washington’s ongoing Behavioral Risk
Factor Surveillance System (BRFSS) suggests the market is big, with two-thirds
(68%) of smokers typically reporting that they want to quit, half (54%) seri-
ously planning to quit within the next six months, and a third (33%) planning
to quit within the next 30 days (BRFSS, 2006).

O B J E C TIVE S

The behavior objective for the campaign effort was (and still is) simple. The ac-
tion program managers want from tobacco users who want to quit is to call the
Quit Line.

B A R R I E R S, M O TI VATO R S, A N D C O M P E TITI O N

Formative research using focus groups prior to campaign development identified
barriers to calling, those concerns that might keep someone from picking up the
phone. Unanswered questions for this new service were the biggest barriers: How
much does it cost? Will it be anonymous? Who will I talk to? What do they know
about quitting? How many times can I talk with them? Can I get patches, pills, or
other medications? Several fears were also expressed: stigma (“Others will think