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Tobacco use remains firmly entrenched in this segment of the military population, with new smokers and chewers starting every day. As measured in 2002, the prevalence of any smoking among members of the military increased in prevalence for the first time in two decades. Tobacco use has operational implications such as training failure, hospital utilization, and missed work days; slow wound healing; and decreased night vision; and it ultimately detracts from our Nation’s readiness.
 Macro developed a campaign to encourage consideration of cessation and action toward quitting. Given that more than one-third of the audience had previously tried to quit, the campaign was grounded in the Stages of Change Model, which identifies distinct phases of cessation ranging from not thinking about quitting to maintenance of behavior change. Through messaging, promotion, and support, the campaign will zero in on tobacco users who want to quit and will help them take the next step—quitting for good.
The challenge was to find a creative concept that motivated the audience and reinforced thoughts of quitting without being heard as criticism or implying personal or force weakness. The concept, Quit Tobacco—Make Everyone Proud, was accepted by the target audience and enthusiastically supported by military leadership, whose buy-in is essential to successful implementation of the campaign. Research showed a highly favorable response to the concept of positioning military members as role models, particularly to children, as a motivation to quit using tobacco. Click here to see more of the materials that support the campaign.
 The Quit Tobacco—Make Everyone Proud campaign focuses on a Web-based cessation information and support tool to provide help—support, skills, medication, and strategies for coping with emotional and situational triggers. On the site, users can develop a personalized quit plan; get information; play games; listen to podcasts; connect to Federal, military, State, local, and online cessation programs; and communicate privately with a trained cessation counselor. The Web site is marketed via print and radio advertising, social communication, and collateral materials.
Macro implemented and is currently evaluating a two-market, four-installation print and radio advertising campaign, along with collateral materials distribution, and will use the results to refine the campaign for national rollout. In addition, Macro has briefed high-level officials and presented at military conferences to build strategic partnerships with professionals in health promotions, dentistry, and other disciplines to help with on-base implementation.
Data from pre- and post-implementation surveys are currently being analyzed. Early results show campaign awareness ranging from one-fifth to one-quarter of the respondents and a shift in stages of change on three installations, as well as steady increases in Web site visits, page views, and search engine referrals.
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