For immediate release: January 26, 2004 (04-008)

Contacts: Tim Church, Communications Office 360-236-4077

New ads urge Washington smokers to "keep trying" to quit
On average, it takes smokers at least eight tries to quit for good

OLYMPIA ¾ Learning anything takes practice — including learning how to quit smoking. That is the message in a new Tobacco Quit Line ad campaign from the Washington State Department of Health. The new ads that are airing throughout the state encourage smokers to "keep trying" to quit and to call the state Tobacco Quit Line (1-877-270-STOP) if they need help.

It’s the time of year when many people are struggling with their New Year’s resolution to quit. The ads stress that most people aren’t able to quit smoking the first time they try. On average, it takes eight quit-attempts before a smoker succeeds.

"Quitting smoking isn’t easy," said Secretary of Health Mary Selecky. "It is not impossible, but for most people it takes practice. Our quit line is a good place to start for help and reliable information about quitting smoking."

The ads, which are now airing, are based on information gathered from Washington smokers who are actively trying to quit. One TV ad shows a woman skydiving out of a plane, but failing to open her parachute. She falls into a snowy field with a thud. This happens repeatedly, until finally she learns and lands on her feet. Another depicts a man riding a rodeo bull. He continuously falls off the bull, but keeps getting back on.

"The ads offer comic relief and encouragement to those struggling to quit," said Terry Reid, manager of the state Department of Health’s Tobacco Prevention and Control Program. "It is easy to get discouraged when you are trying to quit smoking. Failing is normal at first; these ads support even the most discouraged quitters."

The new ads were created and produced in Washington state by Seattle-based advertising agency Sedgwick Rd.

The Department of Health also began running secondhand smoke ads statewide earlier this month. Produced by other states, the ads showcase the grim consequences of secondhand smoke for children and other non-smokers. These ads, while produced nationally, were tested with local smokers who said they are powerful messages about the dangers of secondhand smoke.

In addition to the television ads, both the new smoking cessation and secondhand smoke ad campaigns include radio and print versions. The television and radio ads will air statewide, and the print ads will be positioned in places like convenience stores and recreation centers.

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