Improving Life, One Breath at a Time

1-800-LUNG-USA www.lungusa.org

Nationwide Marketingon $5.00 a Day

Bill Blatt, MPH, CHESManager, Tobacco Control ProgramsAmerican Lung Association Nat’l Headquarters

ALA’s marketing assets

• Our name

• Our credibility

• Our reputation as the tobacco police

• Local presence throughout the nation

• Many local, state and national partners

ALA’s marketing liabilities

• No budget for national promotion

• Fewer smokers banging down our door

• Our fast-paced modern world

Effective strategies formarketing cessation

• Comprehensive tobacco control program• Systems approach• Some unpaid media/promotion

Effective strategies formarketing cessation

• Collaboration with targeted populations– Cultural adaptation when needed– Access to community gatekeepers– Referrals from community leaders– Program delivery in community settings– Facilitators recruited from target population

Less effective strategiesfor marketing cessation

• Fully funded programs

• Free/discounted pharmacotherapy

• Some unpaid media/promotion

Ineffective strategies formarketing cessation

• Highly tailored cultural adaptations

• Some unpaid media/promotion

Ongoing Challenges

• Perception the problem is over• Lean times for all service providers and

funding agencies• Quitter fatigue• “Sounds too good to be true!”

– Treatments lacking positive evidence– Treatments lacking any evidence

Improving Life, One Breath at a Time

For more information about the American Lung Association or to support the work it does, call 1-800-LUNG-USA (1-800-586-4872)

or log on to www.lungusa.org.