Increasing Quit Attempts: Paid Media Toolkit


Cessation campaigns that feature hard hitting messages about the health consequences of smoking delivered through personal testimonials by former smokers and family members have been shown to be effective at increasing quit attempts and population cessation rates. This document was created to support public health intermediaries in developing local media campaigns that encourage quit attempts through the use of testimonials that communicate the negative health effects of smoking.

This toolkit was created as part of PTCC’s 2016-2017 Media Capacity Building and Documentation of Practice Project to assist project participants with developing traditional ads (print, radio, tv) and social media ads. Earned and owned toolkits are also available.

This toolkit contains:

  • Print, radio and television best practices and ad examples
  • Social media best practices and ad examples
  • Samples radio and television scripts
  • Links to additional how to documents related to recruiting, screening and vetting testimonial candidates

To request a copy of the toolkit, please e-mail

Date of Resource:2017/05/01
Target Audience:Public Health Practitioners, Health Promoters, Media and Communications Specialists
Topic:Media, Cessation, Increasing Quit Attempts

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