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46 CHAPTER 2 ■ Reducing Tobacco Use in the United States

less of me”), weakness (“I should be able to do it myself”), failure (“If it works so
great, I would have heard about it from other smokers”), and judgment (“If I
called and didn’t quit, I’d worry about what the person would think of me”).
What might make smokers more likely to call? “Knowing what I am going to
get when I call; knowing counselors are ex-smokers or have had experience with
quitting; knowing the service would be free, friendly, and effective and tailored
to me; and assurance that I can get ongoing support—not just a one-time call.”
The greatest competition for this target market wanting to quit is trying to
do it on their own. In addition, messages from others, often family members,
who do not think they need to get help to quit smoking could keep them from
picking up the phone.

P O S I TI O NIN G

From these insights into barriers, motivators, and the competition, campaign
planners crafted a positioning statement. “We want target audiences to believe
that when they call the Quit Line, they will talk with counselors who will be em-
pathetic and understanding of how difficult it is to quit. It has worked for others
and is a better and easier option than trying to do it all by yourself.” Importantly,
planners did not (and still do not) want to make smokers feel bad, because they
probably already have a heavy dose of guilt and feelings of helplessness.

Product
The Quit Line (1-800-QUIT-NOW, and in Spanish, 1-877-2NO-FUME) pro-
vides callers with a variety of services and information:

• One-on-one counseling and support from a trained specialist.
• A quit plan designed especially for each caller.
• Information about other resources, such as insurance benefits and
additional programs available in local areas.
• Advice on designing a quit plan.
• Problem-solving ideas to help succeed.
• Skills to break old habits.
• Help deciding about products and medications that can help quitting be
easier and more successful.
• Nicotine replacement therapy (patches, gum) for motivated quitters who
are low-income or uninsured.
• Special services to help pregnant women quit smoking.