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Health Education Research Advance Access published online on January 22, 2008
Health Education Research, doi:10.1093/her/cym090
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© The Author 2008. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oxfordjournals.org

Optimizing the efficacy of smoking cessation contests: an exploration of determinants of successful quitting

Liesbeth van Osch1,2,*, Lilian Lechner3, Astrid Reubsaet1,2, Mirjam Steenstra1,2, Stefan Wigger4 and Hein de Vries1,2

1 Care and Public Health Research Institute, Maastricht University, Maastricht, The Netherlands
2 Department of Health Education and Health Promotion, Maastricht University, Maastricht, The Netherlands
3 Faculty of Psychology, Open University Netherlands, Heerlen, The Netherlands
4 Dutch Cancer Society, Amsterdam, The Netherlands

Correspondence to: * Correspondence to: L. van Osch. E-mail: liesbeth.vanosch{at}gvo.unimaas.nl

The present study describes the short- and long-term efficacy and program evaluation of a Quit and Win smoking cessation campaign, organized in The Netherlands. To be able to fine-tune smoking cessation contests to the needs of the target population, utilization, appreciation and efficacy of various contest elements were investigated. Data from 1551 Quit and Win participants and 244 control respondents were collected by web-based surveys at baseline (pre-contest) and 1 and 12 months after the contest. Demographic and contest predictors of successful quitting were determined by logistic regression analyses. Quit and Win proved to be an effective as well as highly appreciated program among participants. Conservative 1-month (35%) and continuous 12-month abstinence (12%) rates were significantly higher in Quit and Win participants than in the control group (1 month: 11%; continuous: 3%). Use of a supportive e-mail message service predicted short- and long-term abstinence. A buddy support system was the most used and highly appreciated cessation aid, and its use significantly predicted short-term abstinence. Radio commercials and Internet advertisements were the most effective recruitment channels. Although non-exhaustive, implementation of the results and recommendations discussed in this study could lead to an increased use, appreciation and efficacy of future smoking cessation campaigns.

Received on September 5, 2007; accepted on November 30, 2007


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