Lessons for media advocacy work from the quitline activities in Ukrainian SmokeOut campaign

Tatiana Andreeva, Konstantin Krasovsky, Anna Dovbakh
Alcohol and Drug Information Centre, Ukraine

A SmokeOut campaign was held in July-December 2002 in Ukraine.
Media coverage was crucial for success. Starting campaign in July when media lack urgent news was extremely helpful. July and August brought the largest number of calls. People calling later frequently told that they have got information about the quitline in summer.

According to the national survey results 1/3 of the Ukrainian population was informed about the campaign, 1.5% of the population (which is about 600000) know somebody who participated in the campaign, 0.7% (280000) replied that have quit smoking because of the campaign.

Main sources of information were TV (25%), newspapers (8%), radio (6%), magazines (3%), Internet (0.4%).

According to the quitline register more than 1000 people applied by phone. 500 letters with recommendations and diagnostic materials were sent to other territories of Ukraine. 64% of applicants got information from newspapers, 15% from TV, 13% from radio.

So TV is more effective to inform people, but newspapers are more effective in pushing them to act. Many people called after they saw TV news, then read information in a newspaper.

Women seem to be more active in their efforts to quit smoking, as they constitute just 10% of Ukrainian smokers population but 31% of those who applied for help. Men more actively apply for help in 18-35 age groups, while women are more willing to quit after 40.

Teenagers constitute the same part of those who applied for help as they do among smokers' population. So they are not in a lower need of smoking cessation help.

The campaign showed that media can be rather supportive to tobacco control efforts when they get clear message about services which are needed for the population, noncommercial and easily accessible.