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					International Quit&Win 2004

          Handbook
Written and edited by
Marjo Pyykönen
Patrick Sandström
Eeva Riitta Vartiainen

ISBN
ISBN (pdf)

January2004
National Public Health Institute, KTL, Finland
                                                                                                                                                 3




                                                 Contents
Foreword ..............................................................................................................................5

Greetings from the World Health Organization (WHO) ...................................................6

International Quit&Win .......................................................................................................7

The international rules of Quit&Win 2004 .......................................................................8
      Criteria for participation ...................................................................................................... 8
      Entry form ........................................................................................................................ 8
      Prizes ............................................................................................................................... 8
      Implementation of the campaign ......................................................................................... 9
      Supporters’ competition (optional) ...................................................................................... 9
      Health Professionals competition (optional) ......................................................................... 9
      Evaluation ........................................................................................................................ 9
      International coordination ................................................................................................... 9
      Feedback ....................................................................................................................... 10

Experiences of Quit&Win 2002 ........................................................................................10
      Organizing the competition .............................................................................................. 10
      The Coordinating Centre ................................................................................................. 10
      International campaign materials ...................................................................................... 11
      Prizes ............................................................................................................................. 11
      Quit&Win organizers and cooperating partners .................................................................. 11
      Recruitment of smokers .................................................................................................. 11
      Campaign costs .............................................................................................................. 12
      Financing the campaign ................................................................................................... 12
      Press and media relations ............................................................................................... 12
      Conclusion ..................................................................................................................... 12

Creating your Quit&Win 2004 media campaign .............................................................13
      How to write a Quit&Win press release ............................................................................. 13
      Tips ................................................................................................................................ 13
      Press release check list ................................................................................................... 14
      Talking to journalists ........................................................................................................ 14

The central media program ..............................................................................................15
      Phase     1 media alert ........................................................................................................ 15
      Phase     2 press release - 'Quit now and win' ....................................................................... 15
      Phase     3 press release..................................................................................................... 15
      Phase     4 press release..................................................................................................... 15
I
mproving success rates of quitting ................................................................................16
      Mass Training Methods ................................................................................................... 17

Drawing and testing the Quit&Win winners...................................................................18

Evaluation and one-year follow-up .................................................................................19
      Campaign evaluation - September 2004 ........................................................................... 19
      One-year follow-up - May 2005 ........................................................................................ 19
      Reporting the results of the one-year follow-up ................................................................ 20
      Combining the entry form and follow-up data..................................................................... 20
4




    Annex 1: International Quit&Win Constitution ..............................................................21
          Background .................................................................................................................... 21
          Purpose ......................................................................................................................... 21
          Steering Committee......................................................................................................... 21
          Coordinating Centre ........................................................................................................ 22
          International Quit&Win meetings ...................................................................................... 22
          Participating countries ..................................................................................................... 22
          Resources ...................................................................................................................... 22

    Annex 2: Rules in short ....................................................................................................23

    Annex 3: Entry form (Model) ............................................................................................24

    Annex 4: A Letter to Health Minister ...............................................................................25

    Annex 5: Important dates .................................................................................................26

    Annex 6: Quit&Win 2004 Core questions for 1-year follow-up ....................................27
          Suggestions for additional questions for one-year follow-up ................................................ 29

    Annex 7: WHO member states .........................................................................................30
          AFRO (Regional Office for Africa) ..................................................................................... 30
          AMRO / PAHO (Regional Office for the Americas / Pan American Health Organization) ........ 30
          EMRO (Regional Office for the Eastern Mediterranean) ..................................................... 30
          EURO (Regional Office for Europe) .................................................................................. 30
          SEARO (Regional Office for South-East Asia) ................................................................... 30
          WPRO (Regional Office for the Western Pacific) ............................................................... 30

    Annex 8: List of relevant publications ............................................................................31

    Contact information of the International Quit&Win Coordinating Centre .................34
International Quit&Win 2004                                                                 5




                                Foreword

E
        vidence shows that smoking is becoming a huge global epidemic. Already
        now the number of annual deaths due to smoking is estimated to be around
        4 million. During the next 25 years or so this number will increase to 10 million
per year.
   Thus during the next 25 years over 100 million people will die of smoking. And we
should realize, that most of them are smokers already today.
   About half of the smokers will die because of their smoking habit. And half of them
will loose about 20 years of their life.
   On the other hand stopping smoking pays off, even late in life. Health starts to
improve immediately; risk of heart attack reduces considerably already during the
next 1–2 years and that of cancer later.
   Stopping smoking is not easy. But millions of people have succeeded in this.
What are needed are own wish, some encouragement, appropriate skills and sup-
port.
   The Quit&Win smoking cessation contest is a positive method for helping large
numbers of smokers to stop smoking. The feasibility and cost effectiveness of the
method has now been shown in very different cultures. In the first International
Quit&Win in 1994 13 countries participated, in 1996 already 25 countries, in 1998
some 50 countries, in 2000 more than 70 countries and in 2002 76 countries. The
experiences have been very good.
   The Quit&Win 2004 will be the largest practical global smoking cessation effort
ever made. Approximately 100 countries will participate, and up to 1.000.000 smok-
ers in all parts of the world are expected to join.
   The National Public Health Institute (KTL), Finland, will continue to coordinate this
exciting undertaking. We are also very thankful for the good collaboration with so
many countries and agencies. Quit&Win is organized with close links to WHO, its
Tobacco Free Initiative (TFI) and its many regional activities (CINDI, CARMEN etc).
   The aim of this manual is to provide the participating countries and agencies all
the relevant information on Quit&Win and its implementation. We hope that this will
be of practical help in planning your local campaign, hopefully as innovative as pos-
sible.

We wish all participants great success and thank you for the collaboration.

Let’s give a major contribution towards smoke free, healthier world!




Pekka Puska
Director General
National Public Health Institute, KTL
Chairman, International Quit&Win Steering Committee
6                                                               International Quit&Win 2004




        Greetings from the World Health
              Organization (WHO)
    International Quit&Win: a successful model for smoking cessation and an effective
    advocacy tool



    T
             he World Health Organization was pleased to see how the Quit&Win smoking cessa
            tion competitions have proved to be such a successful way to support people world
            wide in their struggle to stop smoking. Tobacco use is a major public health social,
    and economic problem worldwide. It affects over a billion people globally with the threat of
    increasing rates in children and women in many parts of the world.
       We have called upon governments to address tobacco control as a public health priority
    and we have encouraged the development of sustainable and comprehensive tobacco con-
    trol programmes. These actions at country level will be supported by an international legal
    instrument, the Framework Convention on Tobacco Control that will restrict the global spread
    of tobacco and tobacco products. The convention was unanimously adopted by the World
    Health Assembly in 2003 and the process for ratifying it by Member States is going on. The
    Convention’s main goals include the prevention of smoking uptake, the environmental to-
    bacco smoke control (second-hand smoking reduction) as well as a smoking cessation com-
    ponent. Only a comprehensive approach will make tobacco control successful.
       Tobacco use causes dependence, a chronic condition officially classified in the 10th In-
    ternational Classification of Diseases Code. Studies have shown that 75-80% of smokers
    want to quit, while only one third has made at least three serious cessation attempts. As with
    other addictions, smoking cessation policies require specific strategies to support smokers
    who want to quit. They need to encompass systematic and continuous support to the smok-
    ers, and include personal advice delivered by health care professionals and the mass me-
    dia, as well as a social intervention to create an environment that motivates, supports and
    facilitates smokers’ intention to quit. The interventions will reach the smokers in different
    stages of their readiness to quit. The Quit&Win smoking cessation succeeded to address
    most of these stages.
       Originally developed and implemented in Finland, the Quit&Win competition has grown
    during the last 10 years, reaching 76 countries and some 700,000 smokers in the year 2002
    making the program a true public health campaign that involves people independently of
    their gender, age group, ethnicity, religion and social class. In addition to being a cost
    effective tool for helping large numbers of smokers to stop, Quit&Win has been a strong tool
    for advocacy and capacity building in tobacco control in the participating countries.
       The Quit&Win campaign has proven to be very useful and feasible locally and nationally,
    with international support, and as successful expansion to developing countries, where to-
    bacco control in most cases is still not in the public agenda. WHO is happy to work with the
    International Quit&Win Coordinating Centre, the National Public Health Institute of Finland,
    for the successful implementation of Quit&Win 2004.

    Geneva, 26 November, 2003

    Dr Pekka Puska                                  Dr Vera Costa e Silva
    Director                                        Director
    Noncommunicable Disease Prevention              Tobacco Free Initiative
    and Health Promotion                            World Health Organization
    World Health Organization
International Quit&Win 2004                                                                              7




                          International Quit&Win


Q
         uit&Win is an international smoking          smoking. The record of participation is en-
         cessation program that aims to en            couraging, and it is clear that the potential
         courage people to stop smoking with          exists to redouble the number of participants
a positive incentive. It has been organized           and make an even more effective impact on
internationally five times every second year          smoking levels around the world.
between 1994 - 2002. The sixth International              The innovative approach of Quit&Win is
Quit&Win will be held in May 2004. The In-            in its ability to mobilize large numbers of peo-
ternational Quit&Win campaigns are coordi-            ple to make a joint attempt to stop smoking
nated and evaluated by the National Public            over a specific period of time.
Health Institute, KTL, in Finland.


                          International Quit&Win
                    100                                      800000
                                                             700000
                    80
                                                             600000   Participants
        Countries




                    60                                       500000                  Countries
                                                             400000
                    40                                                               Participants
                                                             300000
                    20                                       200000
                                                             100000
                     0                                       0
                          1994   1996   1998   2000   2002
                                        Year


    Quit&Win has rapidly grown in popularity              Quit&Win contains a positive message for
as a practical international smoking cessa-           smokers. This is important given that stop-
tion activity. In 1994 60.000 participants from       ping smoking is not easy and much of the
13 countries joined Quit&Win. In 1996 the             information available about the risks of smok-
campaign recruited 70.000 people from 25              ing and its toll is often dispiriting.
countries. In 1998 200.000 participants from              Quit&Win has also proved to be a valu-
48 countries took part in the Quit&Win con-           able means for organizers to strengthen their
test. In 2002 69 countries with more than             work at all levels through coalition building
420.000 participants participated in the              and networking. It places smoking cessation
Quit&Win. The latest Quit&Win in the year             firmly amongst social networks that promote
2002 was the fifth international smoking ces-         health. And it helps people working in health
sation campaign arranged in cooperation with          promotion to raise the profile of campaign-
the World Health Organization. All together           ing for smoke-free lifestyles and environ-
78 countries and some 700.000 smokers all             ments.
over the world participated in the campaign.              The winning part of Quit&Win lies in the
It is expected that the International Quit&Win        chance to win a prize in the national, regional
2004 will attract more than 100 countries and         and global levels of the contest. The most
with them up to one million participants.             important feature of the contest, however, is
    The growing interest and involvement in           the promise, that by quitting smoking people
Quit&Win is proof of its ability to recruit un-       win over tobacco and all the harm it causes.
precedented numbers of people to stop                 Everyone who quits smoking is a winner.
8                                                                   International Quit&Win 2004




                 The international rules of
                      Quit&Win 2004

    T
            he fifth International Quit&Win cam        Entry form
            paign will be organized in May 2004.
            The campaign, originally organized in           Participants must register by filling in an
    the framework of the WHO/CINDI program,            entry form (see annex 2) and send it to the
    is now an international network supported by       local campaign centre no later than the quit
    the WHO Tobacco Free Initiative and open           day. The form should contain the following
    to all countries. Every country arranges its       core information: name, date of birth, sex,
    own campaign, but following the common             address, telephone number, number of
    rules. The participating countries can arrange     smoking times per day (cigarettes, cigars and
    the campaign either in the whole country           pipefulls smoked per day), previous attempts
    (=national campaign) or in restricted area(s)      to quit (never, 1 2 times, 3 times or more),
    (=regional campaign). The International            years of smoking, and name and address of
    Quit&Win 2004 competition will take place          a witness. Additional questions can be in-
    in May 2004, with the actual starting point        cluded according to local needs. The witness
    (=quit date) being on May 2, 2004. The re-         must be able to testify that the participant
    quested quit period lasts for four weeks, i.e.     was eligible to the competition (=daily
    until May 29, 2004.                                smoker) and to testify the smoking history of
                                                       the participant during the four week compe-
    Criteria for participation                         tition period. In the form the participant should
                                                       certify that he/she will comply with the rules,
    a) Countries                                       tries to abstain from smoking during the con-
                                                       test period and promises to tell the truth, if
        Quit&Win 2004 is open for all countries.       asked. A signature may be useful.
    Within the countries a collaborative coalition
    is encouraged for the implementation of the        Prizes
    campaign. An endorsement/support by the
    ministry of health is greatly encouraged. The      a) National
    participating country should appoint a na-
    tional contact person who will receive infor-         Each country arranges its own prizes, with
    mation and materials from the International        emphasis on the main prize. The national
    Quit&Win Coordinating Centre.                      draw will take place among eligible regis-
                                                       trants. Possible winners will be contacted
    b) Participants                                    immediately at the end of the contest period.
                                                       The abstinence must be inquired from the
       The criteria for participation is at least 18   registrant, and from the given witness, if nec-
    years of age, current daily smoking or other       essary. For validating the reported complete
    tobacco use and history of daily tobacco use       abstinence among major prizewinners, a bio-
    of at least one year before the start of the       chemical test (urine cotinine, breath CO etc.)
    competition. Those eligible for prices are the     should be applied.
    registered participants (registered May 2,
    latest) who have completely abstained from         b) International
    tobacco use for at least four weeks after the
    quit date. Each participating country will ar-        The international "super prize" winner will
    range its own main prize and possible other        be drawn among the national main prizewin-
    prizes. In addition, there will be international   ners (= one per country). The draw will take
    super prizes.                                      place centrally in one location. The minimum
International Quit&Win 2004                                                                              9




entry criteria of countries for the "super prize      among supporters. The supporter is eligible
draw" will be 100 registrants. To compensate          for the prize if the participating smoker of the
for the population size differences between           supporter succeeds in abstaining from smok-
the countries leading to a different probabil-        ing during the contest period.
ity to win, the following procedure will be
used: the countries get tickets for the draw          Health Professionals
according to the number of registrants, one
ticket per beginning one thousand. Thus, a
                                                      competition (optional)
country with 100 to 999 registrants would get
one ticket, with 1000 to 1999 two tickets, with           Another optional contest can be arranged
2000 to 2999 three tickets etc.                       for health professionals (physicians, nurses,
                                                      dentist’s, medical students etc.) is recom-
                                                      mended in connection with the core
Implementation of the                                 Quit&Win competition because of the impor-
campaign                                              tant role that health professionals have in
                                                      tobacco control. The health professionals will
    The entry form should be distributed in           participate in the core Quit&Win competition
the participating countries to potential par-         but separate national prizes are provided. If
ticipants using various channels. Publishing          a country organizes the optional health pro-
the rules and entry forms in local magazines          fessionals competition, it can decide which
and/or newspapers can be a cost effective             categories of health personnel to include.
way of delivering information. Local promo-
tional activities should be adopted to increase       Evaluation
participation in the contest. Participating
countries should establish cooperation be-                A one year follow up study to assess the
tween different organizations and agencies            abstinence rates and to evaluate the cam-
for effective implementation of the contest.          paign should be carried out by the participat-
The countries should seek for effective mass          ing countries. The international core includes
media support for the contest.                        a random sample of at least 1000 registrants
    An international logo, poster and other           in each country that should be surveyed one
promotional materials as well as a "Quit&Win          year after the campaign, i.e. May 2005. In
2004 Handbook" will be produced for the               case of small number of registrants or lim-
campaign by the International Quit&Win                ited resources, a follow up could be made
Coordinating Centre. National/local re-               with a smaller sample, but not less than 300
sources shall cover local costs of the cam-           registrants. The sample size can be in-
paign. Bilateral cooperation between coun-            creased according to local needs. The de-
tries in covering e.g. printing expenses and          tailed procedure and core contents (ques-
the prizes should be considered.                      tionnaire) of the follow up will be described
                                                      in the Quit&Win organizers Handbook. Quali-
Supporters’ competition                               tative analysis on campaign processes will
(optional)                                            be carried out, too.

    In addition to the core Quit&Win competi-         International coordination
tion, an optional supporters’ contest can be
organized for non-smokers who wish to par-                The International Quit&Win Coordinating
ticipate in the campaign. This is a positive          Centre (Na-tional Public Health Institute,
way to enable non-smokers to join, to sup-            KTL, Finland) will perform the coordination
port smokers, and to avoid non-smokers to             of the campaign and of its international evalu-
enter Quit&Win pretending to be smokers.              ation. The International Quit&Win Steering
The task of a supporter1 would be to recruit          Committee will supervise the campaign. The
at least one smoker2 to quit with the cam-            Quit&Win project is supported by WHO.
paign. A separate prize should be drawn


1 Supporter can also be witness
2 Same person can be supporter of several smokers, but a smoker can register only once
10                                                                International Quit&Win 2004




            Experiences of Quit&Win 2002


     T
              he Quit&Win 2002 was the fifth inter    Organizing the competition
             national smoking cessation campaign
             that the National Public Health Insti-       Each country or region organized its own
     tute, KTL in Finland arranged in cooperation     Quit&Win competition, including recruiting
     with the World Health Organization. The          smokers, information activities, obtaining
     commercial partners of the International         prizes and other tasks.
     Quit&Win 2002 were GlaxoSmithKline and               The international components of the pro-
     Pharmacia Corporation.                           gram included the campaign timetable, com-
          All together 76 countries and almost        mon rules, international promotional materi-
     700.000 smokers all over the world partici-      als and standardized follow-up procedures.
     pated in the campaign. In some countries             After the local draw the winners were
     there were one or more regional campaigns,       tested by a urine cotinine test (NicCheck)
     like China, Canada and India, but most of        to confirm their abstinence from tobacco.
     the countries (83 %) organized the campaign          In connection with the Quit&Win contest
     nation-wide.                                     an optional supporters’ contest could be or-
         Some countries, like Iran and Finland, ar-   ganized for non-smokers who wished to par-
     ranged both national and regional cam-           ticipate in the campaign.
     paigns. The number of participants per coun-         The supporters’ contest gave non-smok-
     try varied from about hundred to nearly          ers a chance to be a part of the campaign, to
     116.000 participants.                            win prizes and also to get involved in the to-
                                                      bacco control work.
     Feedback                                             The task of a supporter was to recruit at
                                                      least one smoker to Quit&Win. A separate
         The feedback from the Quit&Win 2002          prize was drawn among supporters. About
     campaign was in general very positive. What      half of the Quit&Win 2002 organizers ran the
     came through the strongest was the positive      supporters’ competition.
     effect the campaign had on the general pub-
     lic and media.                                   The Coordinating Centre
         "This campaign creates an avenue for
     action and education on smoking and its              The National Public Health Institute
     harmful effects on health"; "We expect that      (KTL), Finland, was responsible for the
     the large majority of those who get involved     international coordination of the
     in this campaign (smokers) really quit for       Quit&Win 2002 campaign.
     good"; "…[Quit&Win campaign] increased               KTL provided the participating coun-
     the social support and smoke-free areas          tries - through designated contact per-
     especially at workplace and home".               sons – with continuous information, gen-
          "Tobacco control issues became in the       eral international campaign materials in-
     agenda of the country, mass media paid at-       cluding a Quit&Win handbook and interna-
     tention to tobacco control, participation and    tional internet pages, www.quitandwin.org.
     support of high rank officials from the Minis-        In addition, KTL arranged training
     try of Health motivated the campaign staff       meetings and workshops, provided the
     for further tobacco control activities".         organizers with the NicCheck tests of the
     "Quit&Win was an excellent tool to provide       country winners, and the international su-
     journalists with information on smoking and      per prizes.
     the necessity of a strong Framework Con-
     vention on Tobacco Control."
International Quit&Win 2004                                                                          11




International campaign                             WHO beneficial and very supportive. Some
materials                                          of the comments were: "excellent co-opera-
                                                   tion, always friendly and helpful", "positive,
    The international logo, the handbook (in       because WHO provides us economic sup-
English, Chinese, Spanish and Russian),            port that allowed us to develop this cam-
posters and other promotional material for         paign", "they provided Quit&Win documen-
the Quit&Win 2002 were produced and dis-           tation; we held meetings together and they
tributed by the International Quit&Win Coor-       provided us with their advises" and that the
dinating Centre.                                   support of the WHO "increased the reputa-
                                                   tion of the competition".
Prizes                                                 A big part of the Quit&Win 2002 organiz-
                                                   ers were Ministries of Health in their coun-
                                                   tries. Other big group of organizers was dif-
   An international super prize of USD
                                                   ferent non-governmental organizations in the
10.000 , six regional1 prizes of USD 2.500
                                                   heart, cancer or health promotion field and
and an additional international prize for health
                                                   medical institutions as well as universities.
professionals’ competition were awarded fol-
                                                       In many countries governmental organi-
lowing a draw among the main prize winners
                                                   zations and ministries, commercial corpora-
of each country.
                                                   tions, health centres and educational institu-
   The international super prizewinner was
                                                   tions build cooperating coalitions in the local
Mr. Jean Lessard, a 38-year-old psycholo-
                                                   Quit&Win campaigns.
gist from Canada. The winners of the six re-
gional prizes were from Germany (EURO),
Cuba (PAHO), Mauritius (AFRO), China               Recruitment of smokers
(WPRO), Indonesia (SEARO) and Iran
(EMRO). The International Prize for Health            In order to recruit as many smokers as
Professionals went to Lithuania.                   possible for the Quit&Win 2002 competition,
   The most popular local prizes were cash         various channels were used for the distribu-
prizes (about half of the campaigns), next         tion of the entry forms to potential partici-
popular prizes were vacation tickets to dif-       pants. The most widely used distribution
ferent destinations (33%). For example, in         channels were the health care centers, hos-
Canarias, Spain, the winner received a pleas-      pitals and pharmacies. Printed media and
ure cruise in the Mediterranean Sea, In New        direct mailing to the participants were also
Zealand the main prize was a trip for two to       used widely.
the Cook Islands with all expenses paid and
some spending money and for ex in Greece            Health care centres                   83%
the first prize was a 3-day trip for two to any     Hospitals                             77%
European city. Other local prizes were: a car
                                                    Pharmacies                            60%
(Monagas, Venezuela), TV set (Belarus), free
health check-ups for the whole family               Newspaper                             62%
(Hyderabad, India), Gym memberships, suit-          Magazines                             42%
cases, watches etc.                                 Internet                              40%
                                                    Direct mail                           35%
Quit&Win organizers and                             Public transportation                 23%
cooperating partners                                Dentists                              20%
                                                    Taxi                                   5%
    Quit&Win is the main smoking cessation
campaign supported by the WHO. About two           Table: The main distribution channels of the
third of the respondents had been in contact       entry forms in the Quit&Win 2002
with WHO office (WHO Headquarters, Re-
gional office or Country office). The organiz-       Internet was considered more and more
ers generally regarded co-operation with           important as a distribution channel. Almost
12                                                                     International Quit&Win 2004



     half (about 25 % in 2000) of the organizers          Financing the campaign
     used the internet for registration to the
     Quit&Win competition. E.g. in Germany and               The main financing sources for the local
     in Finland already more than half of the total       Quit&Win 2002 campaigns besides own
     number of participants in was received via           employer were commercial corporations,
     internet. Other distribution channels included       ministries of health and non-governmental
     public transport, universities, local banks and      organizations. In addition to direct financial
     governmental institutions. Also personal dis-        help the campaigns were sponsored e.g. by
     tribution to participants was used in many           covering printing and advertising costs, and
     countries.                                           some campaigns received free airtime for
                                                          broadcasting. Other type of sponsorship in-
     Campaign costs                                       cluded contest prizes, such as free trips and
                                                          holidays for winners, bikes, TV etc.
         Quit&Win has proved to be a highly cost-
     effective method in smoking cessation. Even          Press and media relations
     though in some countries a fair amount of
     money has been used for the campaign,                   Media provides the best method of cost-
     most of the participating countries have             effective communication in many countries.
     shown that it is possible to run a very suc-         Media plays a crucial role in spreading infor-
     cessful campaign even with scarce re-                mation about Quit&Win, and in raising the
     sources. This is very important in particular        issue of tobacco and health into public knowl-
     in many low and middle income countries and          edge.
     it is obviously one of the main reasons why             The organizers reported that the
     the Quit&Win programme has been so suc-              Quit&Win 2002 received a wide interest in
     cessful in so different cultures and countries       the media. General information about smok-
     around the world.                                    ing cessation was reported most widely. Also
                                                          information about the Quit&Win campaign
                                                          rules, where and how to register for the cam-
         50
         45
              43                                          paign was reported. In many countries the
         40                                               media was interested in writing about peo-
         35                                               ple involved in the Quit&Win: participants, ex-
         30                                               smokers who quit in previous campaigns,
         25
         20
                     19    19                             former Quit&Win winners. The possibility to
         15                                               win prizes was also a popular topic.
                                               9
         10                       6
                                        4
          5
          0
                                                          Conclusion
               0-  5001 - 10001 20001 30001 50001
              5000 10000    -     -     -    and             One of the most important aspects of the
              USD USD 20000 30000 40000 more              Quit&Win campaigns is the possibility of
                           USD USD           USD
                                                          strengthening and building up coalitions be-
                                                          tween different sectors and organizations
     Figure . Quit&Win 2002 campaign costs (in            working in tobacco control. Through these
     % of the campaigns organized).                       coalitions the local organizers have been able
                                                          to raise the attention of tobacco control is-
        In the figure above is included the total         sues to the government level.. "Quit&Win is
     costs except the personnel costs that oc-            an excellent campaign in which all NGOs can
     curred in connection with the local Quit&Win         participate. It also enables the medical field
     2002 campaigns. Nearly half of the cam-              to do something practical that enforces their
     paigns were run with less than 5.000 USD.            efforts in smoking cessation and tobacco
     The lowest and highest campaign costs were           control. All these co-operations can be used
     30 USD and 450.000 USD according to the              for other tobacco control efforts".
     Quit&Win organizers.

     1 The World Health Organization member states are divided into six regions: Africa (AFRO), the Americas
     (AMRO/PAHO), Eastern Mediterranean (EMRO), Europe (EURO), South-East Asia (SEARO), Western Pacific
     (WPRO)
International Quit&Win 2004                                                                           13




        Creating your Quit&Win 2004
              media campaign

T
        he media often offers the most cost-           Remember, journalists and editors receive
       effective method of communications.         many news releases every day. Therefore, it
       The media can play a crucial role in        is very important to issue high quality press
spreading information about Quit&Win, and          releases. A badly written release, full of jar-
in raising awareness about tobacco and             gon and complicated words will be ignored.
health.                                                It is also worthwhile following up the issu-
    Quit&Win organizers have found that            ing of your press release with a phone call to
sometimes the media is even willing to pro-        each journalist you sent it to.
vide free air time or print space for Quit&Win,        Another method for issuing information to
including printing of the campaign entry form.     journalists is to send them a media alert.
- in a way acting as sponsors.                     This is not as detailed as a news release,
                                                   but to alert them to the news. In this way you
How to write a Quit&Win press                      can encourage journalists to contact you and
release                                            find out more.




               The first paragraph should include:
               ·   WHAT Quit&Win 2004 is all about
               ·   WHO is involved in Quit&Win 2004
               ·   WHEN it will take place
               ·   WHERE it will take place

            The rest of the release should cover WHY (and
            HOW) Quit&Win 2004 is taking place.




    A press release summarizes your cam-           Tips
paign: what, who when, where and why
(how). The first four answers should be found         - Send press releases and alerts to a
in the first paragraph.                            named journalist. Lists of journalist con-
    You much also include the date and con-        tacts are available from media directories
tact information of the people who can an-
                                                   or by requesting them directly from the
swer questions or be interviewed.
                                                   publication
    The release should be short, no more than
two pages, so that a journalist can rapidly
identify the news.                                    - Magazines and the feature pages of
     More information and different angles to      newspapers often present human interest
the same issue can be given in background          stories, and Quit&Win contestants are a good
material: articles, interviews, statistics, pub-   source of these.
lications etc.
        14                                                      International Quit&Win 2004



    - Consider using role models such a
sports stars and actors to give interviews and
quotes for articles.

    - Be prepared to invest a considerable
amount of time to help broadcast media get
the story and interviews that they want.
   - Try to make contact with the broadcast
media in good time, as it is often hard to get
"on air" at short notice.

Press release check list

ü        Make sure all press releases are dated.   Professor Pekka Puska in a press conference in
                                                   Warsaw, Poland, June 2002, during the 3rd Eu-
ü     Provide contact details where further        ropean Conference on Tobacco or Health,
information can be obtained.                       ECTOH


ü    Keep paragraphs and sentences short
- most press releases contain paragraphs of        Talking to journalists
no more than four lines each.
                                                      -   You need to talk to journalists to make
ü    Keep whole release short - ideally no         sure they are going to use your release and
more than two sheets of paper.                     have all the information they need.
                                                       - Plan the key points you wish to com-
ü    Include quotes from the head of your          municate before phoning and keep your call
organization - remember to give their full         concise.
name, job title and affiliation.                       - Ask if it is a good time for the journalist
                                                   to talk - if not arrange another time.
ü    Have a well constructed, concise, and             - Get to the point quickly and start with
eye-catching title                                 an attention grabbing fact.
                                                       - Give the journalist an outline of the
ü     Insert space between each line to al-
                                                   news before going into detail.
low for easy reading.
                                                       - Explain why the story would be of in-
                                                   terest to the journalist's audience.
ü    Check all spelling and punctuation -
and make any improvements that make it
                                                       - Include relevant facts and statistics
more understandable and read better.               about smoking and the benefits of quitting
                                                   as well as information on Quit&Win 2004
ü   Before issuing the press release ask               - Offer access to Quit&Win
someone else to check it.                          spokespeople and experts in smoking ces-
                                                   sation.
ü     Avoid academic jargon or scientific              - If possible, offer access to previous
terms - remember that the average smoker           winners as role models to promote interest
in your country will need to understand the        in the campaign.
information.
15                                                               International Quit&Win 2004




              The central media program


     Phase                  1                    2                 3                  4
     Timing          March 2004           April 2004        May 2004          June/July 2004
     Objective       Secure media         Recruit           Motivate          Highlight success
                     interest             smokers           quitters          & winners

     Format          Alert                Release           Release           Release



   To help your media relations effort, a Central Media Program has been developed to
 support national organizations coordinating Quit&Win 2004.

   The program is divided into four distinct phases, each with a clear communications theme
 and a sample press release to be adapted and/or translated to meet local needs.

 Phase 1 media alert

     A one page alert that highlights the media's vital role in motivating smokers to quit. This
 will make journalists aware about the initiative and emphasize the need for their support in
 covering Quit&Win 2004. The media alert will contain information such as the national coor-
 dination organization contact details.

 Phase 2 press release - 'Quit now and win'

    This press release will outline the goals of International Quit&Win 2004, discuss the dan-
 gers of smoking and benefits of quitting. Previous winners may be good subjects to commu-
 nicate the message.

 Phase 3 press release

    The focus of this news release is to highlight the number of participants on global and
 national levels.

 Phase 4 press release

    The final press release will report the global success of the initiative. It could also quantify
 the impact of Quit&Win 2004, such as the total number of life years saved. The release will
 also announce the winners and might include a quote from them.
16                                                                 International Quit&Win 2004




                Improving success rates of
                         quitting
     For Quit&Win organizers the most important goal is to get the largest possible number
     of smokers to register a quit attempt. An average of approximately 15-25% of the
     participants will succeed in at least one year of nonsmoking.



        Your "success rate" will not be lowered        improved by
     by increasing the number of smokers who           the use of
     participate in the competition. More is always    nicotine re-
     better! By increasing the number of people        placements
     who try to quit, your Quit&Win competition        and      some
     can increase the number who will actually         other medica-
     succeed in quitting.                              tions. This
        But what can be done to improve success        fact is thor-
     rates among the participants? Many research       oughly dis-
     projects have investigated this question and      cussed in the
     some answers are very well known. There           next chapter.
     are three main ingredients in the formula for     Research has
     success:                                          shown that
                                                       medication
     Self-help training                                can signifi-
                                                                         The national winner of
                                                       cantly boost Turkey Quit&Win 2002
        You can use mass communication to              success, es-
     teach smokers to use of simple "self-control"     pecially when it is combined with the two
     skills during and after their quit attempt. The   other ingredients listed here.
     most important learning comes after quitting,        For optimal results, these three ingredi-
     as ex-smokers learn to anticipate and cope        ents need to be combined. All quitters will
     with situations that might cause them to start    benefit from self-help training and social sup-
     smoking again.                                    port. For addicted smokers, training and sup-
                                                       port may not help unless medication is also
                                                       used. But success rates can be doubled, i.e.,
     Social support
                                                       increased from 15-20% to as high as 30-
        This is important at every step the quit-      40%, when these three ingredients are pro-
     ting process. Encouragement from others is        vided together.
     obviously important in leading smokers to try        In the Quit&Win competition, your first and
                                                       most important challenge is to promote the
     to quit. Long-term success rates are highest
     among ex-smokers who have a sympathetic           competition vigorously enough to get a size-
     and understanding person with whom they           able proportion of smokers to try quitting.
     can talk when they are having doubts or prob-        Your second challenge is to help them
     lems after they quit.                             succeed. Most can learn some self-control
                                                       skills on their own and many will receive so-
     Medication                                        cial support naturally from their friends and
                                                       family. But you can also provide training and
        For smokers who are addicted to tobacco,       organize support to improve success rates
     there is no doubt that success rates can be       among the competition participants.
International Quit&Win 2004                                                                         17




Mass Training Methods
                                                  Organizing social support
   By learning the right self-control skills at
each step in the quitting process, competi-            The Quit&Win competition offers many
tion participants can significantly increase      opportunities for increasing social support for
their odds of success. There are several ways     smokers who attempt to quit. The support-
that you can provide some training to the         ers’ competition is one way to do this.
thousands of smokers who may participate               Health care organizations can be particu-
in your competition.                              larly important, as it may be possible to get
                                                  many doctors and nurses to provide encour-
                                                  agement and support for their patients. Phar-
                                                  macists and dentists may also be involved.
Behavioral Journalism                                  The involvement of organizations can be
                                                  mobilized through the distribution of contest
   Behavioral journalism is a technique for       entry forms and printed self-help materials.
providing self-help training through news and     As these materials are distributed to compe-
publicity. This approach can be extremely         tition participants by members of the partici-
powerful, as it reaches thousands or even         pating organizations, the personal contacts
millions of smokers with useful information       provide an excellent opportunity for encour-
about how to quit.                                agement and support.
   Basic methods for working with journal-
ists are outlined in a chapter ‘Creating your
Quit&Win media campaign’. If you have de-
veloped good working relationships with your      Support services
media contacts, it may be possible to have
printed instructions and "role model" stories        Quit&Win organizers in many countries
placed in popular magazines and newspa-           have the capacity to organize services to as-
pers. It is also possible to obtain television    sist individual smokers who are trying to quit.
news coverage of stories about people who            Telephone counselling is one effective
are quitting smoking and these stories can        way to do this. Research has shown that pro-
teach skills that will help others quit.          viding self-help instructions in print and in
   Quit& Win competition winners can help         brief telephone counselling, just three or four
teach quitting skills. This can be done at        sessions of a half hour each, can significantly
press conferences when competition winners        improve a smoker’s odds of quitting.
are announced. To help them teach others             In some countries it may also be possible
what they have learned, you can prepare the       to organize self-help groups in which
winners to be interviewed about the tech-         Quit&Win participants can meet together. In
niques they use to avoid smoking.                 these meetings they can learn and discuss



Self-help booklets

   Training in skills for quitting smoking can
be provided in printed materials. Many smok-
ers may benefit from simple printed instruc-
tion and advice regarding the things they
should learn at each step in the quitting proc-
ess. Printed materials can be mailed to
Quit&Win participants or distributed with en-
try forms.
                                                  self-help skills while they encourage one
                                                  another during and after their quit attempt.
International Quit&Win 2004                                                                        18




 Drawing and testing the Quit&Win
             winners
Remember to start the drawing process in time. According to the rules the partici-
pants have agreed to be tobacco free at least for a 4-week period in order to win
prizes.

        1. Draw the potential winners. Be sure to draw additional names if the first drawn
        person turns out to be a smoker.

        2. Contact the potential winner. Ask about the person’s smoking status without
        telling about the possibility to win prizes. This can be disguised for example as a
        normal Quit&Win follow-up telephone survey with many questions.

        3. Contact the witness. Ask the witness about the smoking status of the potential
        winner.

        4. Contact the potential winner again. Now you tell about the possibility to win,
        and ask him/her to come for the biochemical test to make sure that he/she is a non-
        smoker.

        If you do not have the possibility of testing the winners in your own laboratory, or the
        winner lives very far away it might be usefull to cooperate for example with the
        laboratory at a local hospital.

        If the potential winner turns out to be a smoker at any stage thank him for participat-
        ing and start the same process with the first person on the additional list of potential
        winners.

        5. Test the winner by using the biochemical urine cotinine test, NicCheck, pro-
        vided to you by the International Coordinating Centre, KTL, Finland. Please be sure
        to follow all the instructions included in
        the package of NicChecks you will re-
        ceive.

        6. If the test is positive but the po-
        tential winner claims that he has been
        smokefree for the whole time of the
        contest, ask him/her about use of Nico-
        tine Replacement Therapy (NRT). NRT
        gives a positive test result in the
        NicCheck-test. If NRT have been used
        we recommend to use a CO-test as an
        alternative testing method.

   The National Winner of the Quit&Win first prize in your country enters the draw for the
International Super prize and the regional prizes according to WHO regions.
   Please inform the International Coordinating Centre about the number of participants in
your campaign and the name and basic information about the winner as soon as possible.
International Quit&Win 2004                                                                         19




 Evaluation and one-year follow-up

For a big global tobacco control intervention like Quit&Win it is crucial to have a
continuos solid scientific evaluation of the success of both the campaign work (cam-
paign evaluation) and the success in stopping tobacco use of the quitters participat-
ing in the Quit&Win contest (One-year follow-up).




T
       he one-year follow-up have been done       a one-year follow-up study should be carried
       since the beginning of the International   out in the participating countries. According
       Quit&Win in 1994 and a more exten-         to the rules for the International Quit&Win
sive campaign evaluation have been done           2004, a random sample of at least 1,000 reg-
after the Quit&Win 1998, 2000 and 2002            istrants in each country should be surveyed
campaigns.                                        one year after the campaign, in May 2005.
                                                      In case of a small number of registrants
Campaign evaluation -                             or limited resources, a follow-up could be
                                                  made with a smaller sample, but not less than
September 2004
                                                  300 registrants. The sample size can be in-
                                                  creased according to local needs.
   It is very important to evaluate the suc-          The follow-up questionnaire should in-
cess of the Quit&Win campaign work as soon        clude at least the common core questions
as possible after the Quit&Win contest in May     agreed in all participating countries. In addi-
2004. This will help you in analyzing the parts   tion, each country may add several questions
of your local campaigns that were most ef-        according to their own evaluation purposes.
fective and the parts that could be improved          Each country may use the most feasible
during the next campaign. Did the campaign        data collection method, but mailed question-
work start early enough? Was there enough         naires and telephone surveys have been the
international and local campaign material?        most common so far. The method of sam-
What was the most effective marketing             pling and data collection have to be reported.
sources for the campaign? How was your
relationship with media during the campaign?
   The coordinating centre, KTL, will send
out a standardized questionnaire in Septem-
ber 2004 with questions to help you do the
campaign evaluation. Naturally you are wel-
come to add questions according to your lo-
cal needs.
   The campaign evaluation is also very im-
portant in an international perspective. Suc-
cess stories on how to do a successful cam-
paign will inspire and give new ideas for the
next campaigns to other countries in the big
Quit&Win family.

One-year follow-up - May 2005

  To evaluate the maintenance of the absti-
nence from tobacco among the participants
20                                                                 International Quit&Win 2004




               The International Quit&Win Workshop, August 2003
               12th World Conference on Tobacco Or Health, Helsinki, Finland



     Reporting the results of the
     one-year follow-up                                pant already when entering the entry form
                                                       data, or a new serial number given to the
                                                       follow-up sample subjects only.
        For the International Quit&Win 2004 re-
                                                            Although the names and addresses of the
     port, the countries are requested to submit
                                                       participants in the sample are needed in your
     their data to the coordinating centre, National
                                                       own sample file in order to reach the follow-
     Public Health Institute (KTL), Finland. When      up subjects, this data should not be included
     submitting data, every country is requested
                                                       in the data that is submitted to the Interna-
     to enclose a carefully filled Data transmis-
                                                       tional Coordinating Centre at KTL for inter-
     sion form (annex). Please, fill in a separate
                                                       national evaluation.
     transmission form for every reporting unit.
                                                           If the data is submitted in ASCII format
     Each country may submit their results either      note that the data on non-respondents should
     as an ASCII data file or as tables.
                                                       be coded with periods ".".
        The entry form information (the sample
     collected in 2004) and the one-year follow-
                                                       For further information regarding the evalu-
     up information of the respondents (collected
                                                       ation process, please do not hesitate to con-
     in 2005) must be submitted in the same file       tact:
     format. The 2004 data includes the informa-
     tion in the entry form of those persons com-
                                                       International Quit&Win Coordinating Centre
     prising the sample and the 2005 data in-
                                                       National Public Health Institute, KTL
     cludes the information received from the re-
                                                       Department of Epidemiology and Health Pro-
     spondents of the follow-up survey.                motion
                                                       Mannerheimintie 166
     Combining the entry form and                      FIN-00300 Helsinki
     follow-up data                                    Finland

        The same observation code (ID) that is         Contact person:
     used in the sample data must be used also         Dr. Patrick Sandström
     in the follow-up survey questionnaire, to be      Phone: +358-9-4744 8325
     able to combine the entry form data and fol-      Fax: +358-9-4744 8980
     low-up data into one data set. The ID code        E-mail: psan@ktl.fi
     may be the original one given to the partici-
International Quit&Win 2004                                                                  21




   Annex 1: International Quit&Win
            Constitution
Background

  1§      International Quit&Win was developed and launched within the WHO/EURO
          CINDI programme network and was originally coordinated by the National Pub
          lic Health Institute (KTL), Finland


Purpose

  2§      International Quit&Win is an innovative, practical, global smoking cessation cam
          paign and methodology to help adult smokers to stop smoking.

  3§      International Quit&Win campaign is, following common rules, organized in par
          ticipating countries by their own agencies, preferably endorsed by the national
          Ministry of Health.

  4§      International Quit&Win is coordinated by a Steering Committee and the Interna
          tional Coordinating Centre.

  5§      International Quit&Win supports WHO’s Tobacco Free Initiative.


Steering Committee

  6§      The Steering Committee consists of individual members, appointed for a period
          of two years as follows
          °     member appointed by CINDI programme
          °     member appointed by the European Commission
          °     member appointed by UICC
          °     member appointed by IUHPE
          °     member appointed by KTL Finland
          °     member appointed by the coordinating centre
          °     3 members representing national contact persons and nominated by Inter
                national Quit&Win meetings

          In addition, observers from WHO/HQ and WHO regional offices will be invited to
          participate as observers, participation not financed by the International Coordi
          nating Centre.

  7§      The Steering Committee decides on the International Quit&Win rules and on the
          principal issues of the international collaboration.
22                                                            International Quit&Win 2004



       8§    The Steering Committee ensures that the International Quit&Win activity is sup
             portive of WHO guidelines on smoking cessation.

       9§    The Steering Committee meets at least two times a year on the invitation of its
             chair.

       10§   The chair of the Steering Committee is elected by the Steering Committee for a
             period of two years. Note: the first chair of the Steering Committee is the repre
             sentative of KTL.


     Coordinating Centre

       11§   The International Coordinating Centre coordinates and promotes the Interna
             tional Quit&Win activity, following the decisions of the Steering Committee.

       12§   The Steering Committee decides on which agency will function as the Coordi
             nating Centre. Note: KTL will function as the Coordinating Centre for the Quit&Win
             2004.


     International Quit&Win meetings

       13§   The Steering Committee decides upon meetings in which national contact per
             sons and other possible representatives of participating Quit&Win countries will
             discuss the Quit&Win implementation and experiences, and will advice the Steeri
             ng Committee on the coordination.


     Participating countries

       14§   International Quit&Win is a collaboration of participating countries. Countries
             are advised to build national coalitions, endorsed by their Ministry of Health.
             Such coalitions appoint the Quit&Win contact person of the country. The contact
             person will receive the international Quit&Win communication and will represent
             the country in the International Quit&Win meetings.


     Resources

       15§   National Quit&Win campaigns are financed by national organizers. The internat
             ional Steering Committee will advice the International Quit&Win Coordinating
             Centre to raise the resources for the international collaboration. The Steering
             Committee will decide on major sponsorship agreements. A representative of a
             major sponsor has the right to be present at the Steering Committee Meetings
             for the period of the agreement. For discussion on a particular matter the chair of
             the Steering Committee can ask such a representative to be absent.
International Quit&Win 2004                                                     23




             Annex 2: Rules in short



            The International Quit&Win 2004 applies the following com-
            mon rules:

               1.      The competition will take place in May 2004, with
                       the actual quit date on 2 May 2004. The re-
                       quested abstinence period lasts four weeks.

               2.      The criteria for participation are: at least 18 years
                       of age, a current daily smoker - at least one year
                       before the contest. Users of smokeless tobacco
                       are also eligible.

               3.      The participants must fill in the entry form no later
                       than the quit day

               4.      Participants who have completely abstained from
                       smoking and tobacco for at least four weeks after
                       the quit date are eligible for the prizes (provided by
                       the local organizer).

               5.      The draw will take place among the participants.
                       The winner candidates will be contacted immedi-
                       ately after the contest period. The abstinence is
                       verified by a witness and a biochemical test.

               6.      The international super prize, USD 10.000 and six
                       regional prizes of USD 2.500 (provided by the In-
                       ternational Quit&Win Coordinating Centre) will be
                       drawn among the main prizewinners of each coun-
                       try. The probability to win is proportional to the
                       number of participants in each country.

               7.      In May 2005 a follow-up survey to assess the ab-
                       stinence rates will be carried out by the participat-
                       ing countries.

               8.      A supporters’ contest is recommended for non-
                       smokers who wish to participate in the campaign.
                       The task of a supporter is to recruit at least one
                       smoker who should quit smoking with the help of
                       the campaign. A separate prize should be drawn
                       among the supporters.
24                     International Quit&Win 2004




     Annex 3: Entry form (Model)
International Quit&Win 2004                                                                                          25




             Annex 4: A Letter to Health
                      Minister

Dear Sir/Madam,

Five successful International Quit&Win campaigns have been arranged every second year from 1994.
The National Public Health Institute (KTL), Finland, has coordinated these large efforts. In 1994 alto-
gether 13 countries participated, in 1996 25 countries, in 1998 some 50, in 2000 69 countries and in
2002 already 76 countries organized Quit&Win.

The number of smokers who participated in the International Quit&Win 2002 was about 700.000. The
campaign has followed internationally agreed rules (including e.g. common quit date and a verified
four week abstinence to be eligible for prizes in the draw) as well as international coordination and
promotion (including e.g. international “super prizes” and international campaign materials).

Joint evaluation, based on standard procedures, has shown that even in very different cultural settings
the one year cessation rate of participating smokers is over 20 % - which gives a very favourable cost-
effect ratio.

The evaluation and the experiences show that this activity is an effective, useful and positive method
for international practical collaboration to reduce tobacco use. The tobacco problem is a global prob-
lem – accordingly the action to fight must also be international.

Based on the good experiences it has been agreed to organize the next International Quit&Win in 2004
with the target date of 2nd May. We enclose the rules of the Quit&Win 2004.

The interest in Quit&Win has continuously increased in different parts of the world, and several regional
meetings have taken place or are planned in different parts of the world. It is likely that in 2004 as many as 100
countries will participate, and one million smokers are expected to join.

According to our information there is interest in your country to organize Quit&Win 2004. We would
very much appreciate your support to this plan. Your assistance would be extremely valuable
for the organizers in implementing the campaign and also in finding the necessary resources
for it. Compared to the huge direct and indirect cost of the clinical treatment of smoking related
diseases, a smoking cessation campaign is a good investment in health.

As coordinator of the international effort the National Public Health Institute (KTL), Finland, promises
to do its best, within the limits allowed by the resources, to promote the campaign internationally and
provide the national campaign centers with material, information and other forms of support.

I shall also be happy to answer any possible questions.

Yours sincerely,


Pekka Puska
Director General, National Public Health Institute, KTL, Finland
Chairman, International Quit&Win Steering Committee
26                                                            International Quit&Win 2004




                   Annex 5: Important dates

     Autumn 2003                        Starting the Quit&Win 2004 planning in countries

     January 2004                       Quit&Win 2004 internet pages ready,
                                        www.quitandwin.org

     Early 2004                         National campaign materials ready

     February-March 2004                Press Alert to media (phase I)* informing about the
                                        coming Quit&Win 2004 competition

     March-April 2004                   Local press meetings and other media contacts

     April 2004                         Press release (phase II)* to secure the maximum
                                        number of smokers to participate in the Quit&Win
                                        2004

     May 2, 2004                        Quit date – last day to register, last media measures

     May 2004                           Press release (phase III)* to support and motivate
                                        participants

     May 15, 2004                       Deadline for reporting the number of participants to
                                        the Quit&Win Coordinating centre

     May 26-30, 2004                    National draws

     May 27-30, 2004                    Interviewing and testing the possible winners

     May 31 or early June, 2004         Press conference announcing local/national winners

     First week in June, 2004           Deadline to report the national winner to the
                                        Coordinating Centre

     June 10, 2004                      Draw for the international prizes

     Summer 2004                        Prize ceremony for the International Super prize
                                        winner
                                            (date and place to be announced)

     June/July 2004                     News release (phase IV)* to highlight the success
                                        and the winners

     May 2005                           One-year follow-up surveys (see the handbook)


     * Central Media Program of the International Quit&Win
International Quit&Win 2004                                                              27




     Annex 6: Quit&Win 2004
Core questions for 1-year follow-up
In the beginning of May last year you registered in the Quit&Win contest.

1. When deciding to participate in the contest was your intention to
   1. Stop smoking completely
   2. Quit for one month
   3. Reduce smoking

2. Did you succeed in completely abstaining from smoking during the month of the
   Quit&Win?
   1. Yes
   2. No

3. What was the most important reason if you did not succeed to quit smoking for
   the contest period? (Choose one)
   1. Lack of support
   2. Lack of information on quitting
   3. Stressful situation
   4. Weight increase
   5. Alcohol related situation
   6. Withdrawal symptoms       (nervousness, headache, anxiety, lack of concentration
      etc.)
   7. Smoking in my environment
   8. Other reason

4. What has been your smoking situation during the year after the start of the
   Quit&Win?
   1. I have not smoked at all
   2. I have smoked, but not daily and presently I do not smoke at all
   3. I have smoked daily but presently I do not smoke at all
   4. I have smoked but presently I smoke less than before
   5 I have smoked and presently I smoke like before

5. Did you use any special measures when quitting smoking in connection with
   Quit&Win? (multiple choices possible)
   1. No
   2. Nicotine chewing gum
   3. Nicotine patch
   4. Nicotine inhalator
   5. Nicotine microtab
   6. Nicotine nasal spray
   7. Bupropion (e.g. Zyban®)
   9. Other measure, specify _________________________
28                                                         International Quit&Win 2004



     6. Did you get support in your cessation attempt with the contest? (multiple
        choices possible)
        1. No
        2. Yes,from family members
        3. Yes, from friends or co-workers
        4. Yes, from health personnel
        5. Yes, from pharmacy personnel
        6. Yes, from someone else

     7. From where did you get information about the contest? (multiple choices
        possible)
        1. From radio or TV
        2. From newspaper or magazine
        3. From family member
        4. From friend or co-worker
        5. From health personnel
        6. From pharmacy personnel
        7. From somewhere else, specify _________________________
        8. I don’t remember

     8. Did the Quit&Win contest help you to try to stop smoking in last May?
        1. Yes, it was important
        2. Yes, it helped a little
        3. No, it did not help at all
        4. I don’t know

     9. What is your marital status?
        1. Married or married in common law
        2. Single
        3. Separated or divorced
        4. Widowed

     10. How many years have you had school altogether or studied full-time in your
     life? _______ years


                                                                        I_I_I_I_I_I_I
                                                                              ID code
International Quit&Win 2004                                                              29




Suggestions for additional questions for one-year follow-up




1.        When did you smoke for the first time after the onset of the contest?

     1.   I have not smoked after the onset
     2.   During the contest period (2.–30.5.2004)
     3.   In June 2004
     4.   In July-August 2004
     5.   In September-October 2004
     6.   In November-December 2004
     7.   In January-February 2005
     8.   In March-April 2005
     9.   In May-June 2005


2.        What was the most important reason to quit or try to quit in connection with
          the contest? (choose one)

     1.   Treatment of disease or ailment
     2.   Prevention of serious diseases
     3.   Pregnancy
     4.   Economic reasons
     5.   Example for children
     6.   Uncleanness caused by tobacco
     7.   Other people’s advice or pressure
     8.   Possibility to win a prize in the contest
     9.   Other reason, specify ___________________________


3.        Did someone of your family members, friends, co-workers etc. try to quit
          smoking during the same contest period without being registered in the
          contest?

     1. Yes
     2. No
     3. I don’t know


4.         If your smoking cessation was not quite successful, was your decision to
          smoke again influenced by (multiple choice possible)

     1.   Advertisement of tobacco industry in newspapers and magazines
     2.   Billboard advertisement promoting smoking
     3.   Competitions offered by tobacco industry with many attractive prizes etc.
     4.   My decision to smoke again was not influenced by any kind of tobacco
          advertisement or promotion
30                                                                    International Quit&Win 2004




            Annex 7: WHO member states

     AFRO (Regional Office for Africa)
     Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central African
     Republic, Chad, Comoros, Congo, Côte d’Ivoire, Democratic Republic of the Congo, Equatorial Guinea,
     Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea, Guinea-Bissau, Kenya, Lesotho, Liberia, Mada-
     gascar, Malawi, Mali, Mauritania, Mauritius, Mozambique, Namibia, Niger, Nigeria, Rwanda, Sao Tome-
     Principe, Senegal, Seychelles, Sierra Leone, South Africa, Swaziland, Togo, Uganda, United Republic
     of Tanzania, Zambia, Zimbabwe.

     AMRO / PAHO (Regional Office for the Americas / Pan American
     Health Organization)

     Antigua and Barbuda, Argentina, Bahamas, Barbados, Belize, Bolivia, Brazil, Canada, Chile, Colom-
     bia, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala,
     Guyana, Haiti, Honduras, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico (Asso-
     ciate Member), Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trini-
     dad and Tobago, United States of America, Uruguay, Venezuela.

     EMRO (Regional Office for the Eastern Mediterranean)
     Afghanistan, Bahrain, Cyprus, Djibouti, Egypt, Islamic Republic of Iran, Jordan, Kuwait, Lebanon,
     Libyan Arab Jamahiriya, Morocco, Oman, Pakistan, Palestine, Qatar, Saudi Arabia, Somalia, Sudan,
     Syrian Arab Republic, Tunisia, United Arab Emirates, Yemen.

     EURO (Regional Office for Europe)

     Albania, Andorra, Armenia, Austria, Azerbaijan, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria,
     Croatia, Czech Rep., Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Ice-
     land, Ireland, Israel, Italy, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Luxembourg, Malta, Monaco,
     Netherlands, Norway, Poland, Portugal, Republic of Moldova, Romania, Russian Federation, San
     Marino, Slovakia, Slovenia, Spain, Sweden, Switzerland, Tajikistan, The Former Yugoslav Republic of
     Macedonia, Turkey, Turkmenistan, Ukraine, United Kingdom of Great Britain and Northern Ireland,
     Uzbekistan, Yugoslavia.

     Non-Member State Observers: Holy See, Liechtenstein.

     SEARO (Regional Office for South-East Asia)

     Bangladesh, Bhutan, Dem. People’s Rep. of Korea, India, Indonesia, Maldives, Myanmar, Nepal, Sri
     Lanka, Thailand.

     WPRO (Regional Office for the Western Pacific)
     Australia, Brunei Darussalam, Cambodia, China, Cook Islands, Fiji, Japan, Kiribati, Lao People’s Dem.
     Rep., Malaysia, Marshall Is., Federated States of Micronesia, Mongolia, Nauru, New Zealand, Niue,
     Palau, Papua New Guinea, Philippines, Republic of Korea, Singapore, Solomon Islands, Tokelau (As-
     sociate Member), Tonga, Tuvalu, Vanuatu, Viet Nam, Western Samoa.
International Quit&Win 2004                                                                                 31




                Annex 8: List of relevant
                     publications

Altman DG, Flora JA, Fortmann SP, Farquhar JW, (1987). The cost-effectiveness of three
     smoking cessation programs. Am J Public Health 77:162–165.

Bains N, Pickett W, Laundry B, Mercredy D (2000). Predictors of Smoking Cessation in an
     Incentive-based Community Intervention. Chronic Dis Can 21(2):54-61.

Cummings MK, Hellmann R, Emont SL (1988). Correlates of participation in a worksite stop-
   smoking contest. Journal of Behavioral Medicine 11 (3): 267–277.

Cummings KM, Kelly J, Sciandra R, DeLoughry T, Francios F (1990). Impact of a community-
   wide stop-smoking contest. American Journal of Health Promotion 4:429–434.

Chapman S, Wayne Smith B, Mowbray G, Hugo C, Egger G (1993). Quit and Win smoking
    cessation contests: How should effectiveness be evaluated? Prev Med 22: 423–432.

Elder JP, McGraw S, Rodrigues A, Lasater T, Ferreira A, Kendall L, Peterson G, Carleton R
     (1987). Evaluation of two community-wide smoking cessation contests. Prev Med 16: 221–234.

Elder JP, Campbell NR, Mielchen SD, Hovell MF. Litrownik AJ (1991). Implementation and
     evaluation of a community-sponsored smoking cessation contest. American Journal of Health
     Promotion 5:200–207.

Glasqow RE, Klesges RC, Mizes JS, Pechaced TF (1985). Quitting smoking: Strategies used
     and variables associated with success in a stop-smoking contest. J Consult Clin Psychol 53: 905–912.

Health Education Authority (1991). Quit and Win 1990. UK evaluation summary. Health
     Education Authority, London.

King AC, Flora JA, Fortmann SP, Taylor CB (1987). Smokers´ challenge: Immediate and long-
     term findings of a community smoking cessation contest. Am J Public Health 77: 1340–1341.

Klesges RC, Vasey MM, Glasgow RE (1986). A worksite smoking modification competition:
     Potential for public health impact. American Journal of Public Health 76 (2): 198–19.

Korhonen HJ, Niemensivu H, Piha T, Koskela K, Wiio J, Anderson Johnson C, et al (1992).
    National TV smoking cessation program and contest in Finland. Prev Med 21: 74–87.

Korhonen HJ, Puska P, Lipand A, Kasmel A (1993). Combining mass media and contest in
    smoking cessation. Hygie 12: 15–18.

Korhonen T, Sun S, Korhonen HJ, Uutela A, Puska P (1997). Evaluation of a national quit and
    win contest: Determinants for successful quitting. Prev Med 26: 556–564.

Korhonen T, Kamardina T, Salto E, Korhonen Hj, Puska P (1998). Quit and Win 1994:
    Evaluation in three countries.European Journal of Public Health 8:150–153.

Korhonen T, Laaksonen M, Korhonen HJ, Puska P, Working Group of the International Quit
    and Win 1996 (1999). International Quit and Win, 1996. National Public Health Institute,
    Helsinki.a BI/1999.
32                                                                   International Quit&Win 2004



     Korhonen T (1999). Population-based Smoking Cessation: Process Evaluation of Selected
         Strategies used in the CINDI program. Dissertation. National Public Health Institute, Helsinki.
         A1/1999. Faculty of Medicine of the University of Kuopio.

     Korhonen T, Urjanheimo E-L, Mannonen P, Korhonen HJ, Uutela A, Puska P (1999). Quit and
         Win campaigns as a long-term anti-smoking intervention in North Karelia and other parts of
         Finland. Tobacco Control 8:175-181

     Korhonen T, McAlister A, Laaksonen M, Laatikainen T, Puska P (2000). International Quit and
         Win 1996: Standardized Evaluation in Selected Campaign Countries. Preventive Medicine
         31(6):742-751.

     Korhonen T, Puska P (2000). International Quit and Win: Successful Global Action for Smoking
         Cessation. Cent. Eur. J. Publ. Health 8 (1): 62-64.

     Lai KQ, McPhee SJ, Jenkins CN, Wong C (2000). Applying the quit & win contest model in the
          Vietnamese community in Santa Clara county. Tob Control 9 Suppl 2:II56-59

     Lando HA, Loken B, Howard-Pitney B, Pechacek T (1990). Community impact of a localized
         smoking cessation contest. American Journal of Public Health 80 (5): 601–603.

     Lando HA, Hellerstedt WL, Pirie PL, Fruetel J, Huttner P (1991). Results of a long-term
         community smoking cessation contest. American Journal of Health Promotion 5 (6):420–425.

     Lando HA, Pechacek TF, Fruetel J (1994). The Minnesota Heart Health Program community Quit
         and Win contests. American Journal of Health Promotion 9: 85–124.

     Lando HA, Pirie PL, Dusich KH, Elsen C, Bernards (1995). Community incorporation of Quit and
         Win contests in Bloomington, Minnesota. American Journal of Public Health 85 (2): 263–264.

     Leinweber CE, Macdonald JM, Campbell HS (1994). Community smoking cessation contests:
          An effective public health strategy. Canadian Journal of Public Health 85 (2): 96–98.

     McAlister A, Ramirez AG, Amezcua C, Pulley LV, Stern MP, Mercado S (1992). Smoking
         cessation in Texas-Mexico border communities: A quasi-experimental panel study. Am J
         Health Promotion 6: 274–279.

     Mittelmark MB, Luepker RV, Jacobs DR, Bracht NF, Carlaw RW, Crow RS et al (1986).
           Community-wide prevention of cardiovascular disease: Education strategies of the Minnesota
           Heart Health Program. Preventive Medicine 15: 1–17.

     Pechacek TF, Lando HA, Nothwer F, Lichtensetin E (1994). Quit and Win: A community-wide
         approach to smoking cessation. Tobacco Control 3: 236–241.

     Puska P, Korhonen HJ, Korhonen T, McAlister A (1996). International Quit & Win ’96: a global
         campaign to promote smoking cessation. Tobacco Control 1996: 5: 342–347.

     Puska P, Elovainio L, Vertio H (1997). Quit and Win goes global. Smokefree Europe: A forum for
         networks. Finnish Centre for Health Promotion, Jyväskylä, pp. 192–193.

     Puska P, Korhonen T, Korhonen HJ, Vertio H, Mannonen P, on behalf of the Working Group
         of International Quit and Win 1998 (1998). International Quit and Win 1998: Super prize
         draw at the IUHPE XVIth World Conference on Health Promotion and Health Education.
         Promot Educ 5:84–85.

     Puska P, Korhonen T, Korhonen HJ, Vertio H, Mannonen P (1999). International campaign “Quit
         and Win!” 1998: from regional innovation to global program. Profilaktika zabolevaniy i
         ukreplenie zdorowya 2:39–41.
International Quit&Win 2004                                                                            33




Roberts C, Smith C, Catford (1993). Quit and Win Wales: An evaluation of the 1990 pilot contest.
    Tobacco Control 2: 114–119.

Sandström P, Korhonen T, Mannonen P, Vartiainen ER, Pyykönen M, Puska P, on behalf of
    the Working Group of International Quit and Win 1998 (2001). International Quit and Win
    1998. National Public Health Institute (KTL), Helsinki B5/2001.

Sandström P, Vartiainen ER, Pyykönen M, Nissinen A, Puska P, on behalf of the Working
    Group of International Quit & Win 2000 (2002). International Quit & Win 2000. National
    Public Health Institute (KTL), Helsinki B6/2002.

Sloan RP, Dimberg L, Welkowitz LA, Kristiansen MA (1990). Cessation and relapse in a year-
     long workplace quit-smoking contest. Prev Med 19: 414–423.

Sun S, Korhonen T, Uutela A, Korhonen HJ, Puska P, Jun Y, Chonghua Y, Zeyu G, Yonghao
     W, Wenqing X (2000). International Quit and Win 1996: comparative evaluation study in
     China and Finland. Tobacco Control 9: 303-309.

Tillgren P, Haglund BJA, Gilljam H, Holm L-E (1992). A tobacco quit and win model in the
      Stockholm Cancer Prevention program. European journal of Cancer Prevention 1: 361–366.

Tillgren P, Rosen M, Haglund BJA, Ainetdin T, Lindholm L, Holm LE (1993). Cost-
      effectiveness of a tobacco “Quit and Win” contest in Sweden. Health Policy 26: 43–53.

Tillgren P, Haglund JA, Ainetdin T, Holm LE (1995). Who is a successful quitter? One-year
      follow-up of a national Quit and Win contest in Sweden. Scand J Soc Med 23: 193–201.

Tillgren P (1995). “Quit and Win” contests in tobacco cessation. Theoretical framework and
      practices from a community-based intervention in the Stockholm Cancer Prevention
      Program. Dissertation. Sundberg. Sweden: Karolinska Institutet. Department of International
      Health and Social Medicine.

Tillgren P, Haglund BJA, Ainetdin T, Thörnqvist E, Uhrbom E, Holm LE (1995). Effects of
      different intervention strategies in the implementation of a nationwide tobacco ‘Quit and Win’
      contest in Sweden. Tobacco Control 4:344–350.

Tillgren P, Eriksson L, Guldbrandsson K, Reimers A, Spiik M, Ainetdin T, Stjerna M-L (1997).
      Quit and Win contest for daily smoking mothers with children up to age seven in Stockholm
      county, Sweden. Paper presented at the 10th World Conference on Tobacco or Health,
      Beijing, China, August 24–28.

Tillgren P, Eriksson L, Guldbrandsson K, Spiik M (2000). Impact of direct mail as a method to
      recruit smoking mothers into a “quit and win” contest. J Health Commun 5(4): 293-303.

Zatonski W, Wood M (1993). UICC international “No-smoking Day” in central and Eastern Europe,
     19 November 1992. Tobacco Control 2: 255–256.
34                                                         International Quit&Win 2004




             Contact information of the
              International Quit&Win
                Coordinating Centre
     National Public Health Institute, KTL Finland
     Mannerheimintie 166
     FIN-00300 Helsinki, Finland
     Fax: +358 9 4744 8980

     Ms Eeva Riitta Vartiainen
     Project Manager
     Tel: +358 9 4744 8634
     evar@ktl.fi

     Ms Marjo Pyykönen
     Coordinator
     Tel: +358 9 4744 8907
     marjo.pyykonen@ktl.fi

     Dr Patrick Sandström
     Researcher
     Tel: +358 9 4744 8325
     psan@ktl.fi

     Dr Pekka Puska
     Director General
     National Public Health Institute (KTL), Finland
     Chairman, International Quit&Win Steering Committee

				
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