Lessons Learned From the Implementation of a Time-Limited, Large-Scale Nicotine Replacement Therapy Giveaway Program in New York City

Abstract

Since 2006, the New York City (NYC) Department of Health and Mental Hygiene has conducted the Nicotine Patch and Gum Program (NPGP) in collaboration with 311, NYC's non-emergency information line. In two prior years, the program was conducted in collaboration with the New York State (NYS) Smokers' Quitline and with community-based organizations. The NPGP is an annual, brief, population-based nicotine replacement therapy (NRT) giveaway for NYC residents, complementing the NYS Quitline's year-round NRT distribution program. Since 2006, 168,000 smokers have enrolled, with the largest number of enrollees in 2010 (n = 40,000) and the smallest number in 2009 (n = 28,000). A 2003 program evaluation demonstrated that smokers who received NRT through the NPGP had higher quit rates than smokers who did not receive NRT; these results were replicated in 2006 and 2008. Lessons learned from implementing the NPGP include: 1) time-limited NRT interventions are important complements to year-round NRT distribution; 2) expanding NRT distribution to light smokers increases treatment reach; and 3) employing multiple enrollment mechanisms, including telephone and online options, extends program reach to diverse groups of smokers. The NPGP provides a model for other jurisdictions considering implementing time-limited, population-based NRT programs as a complementary strategy to enhance ongoing tobacco control efforts.

One cigarette is one too many: evaluating a light smoker-targeted media campaign

“…Compared with previous time-limited NRT giveaway programmes, the proportion of light smokers among NRT applicants increased more than 50%. Analysis of gross contact volume in comparison periods without a time-limited giveaway suggests this increase cannot be explained by seasonal variation 17. Together, these data provide evidence that the campaign successfully reached light smokers.…”

“…Light smokers represented 20% of the NRT recipients during the ‘One Cigarette’ campaign, whereas they had only accounted for 13% of the total enrolees during time-limited giveaways conducted each spring from 2007 to 2011 17. Weekly cessation service contacts during the period covering 1 October to 31 January 2010 to 2012 are presented in figure 2.…”

“…The proportion of light smokers in the comparison programmes was calculated as the total number of light smoker enrolees out of all enrolees over the five giveaways. Proportions were used for this comparison because time-limited giveaways have varied in length and enrolment targets 17. We next compared the total number of cessation service contacts received during the period the ‘One Cigarette’ ad aired to total contacts received the year prior and year after, when traditional antitobacco ads aired without a time-limited NRT giveaway.…”

“…Since 2007, NYC has supplemented year-round New York State Smokers Quit Line (NYSSQL) services by airing media campaigns promoting time-limited nicotine replacement therapy (NRT) giveaways each March/April that offer longer courses for heavy smokers and include courses for light daily smokers 17. In December 2011, the NYC Department of Health and Mental Hygiene (DOHMH) collaborated with the NYSSQL to conduct a time-limited free NRT giveaway targeting light smokers.…”

“…Smokers were screened for eligibility via phone or online. Though applicants were not asked about daily versus non-daily consumption directly, non-daily smokers who averaged at least one CPD were eligible to enrol 17. To encourage more light smokers to enrol, a giveaway was promoted using an original NYC-produced campaign designed to address light smokers while still resonating with heavier smokers.…”