FDA Launches "Every Try Counts" Smoking Cessation Campaign

FDA Launches 'Every Try Counts' Smoking Cessation Campaign

The U.S. Food and Drug Administration announced Dec. 11 the 'Every Try Counts' campaign, an adult smoking cessation education campaign aimed at encouraging cigarette smokers to quit through messages of support that stress the health benefits of quitting.

The U.S. Food and Drug Administration announced Dec. 11 the "Every Try Counts" campaign, an adult smoking cessation education campaign aimed at encouraging cigarette smokers to quit through messages of support that stress the health benefits of quitting. The campaign targets smokers between the ages of 25 and 54 who have tried to quit smoking in the last year but were unsuccessful.

The two-year campaign launches next month in 35 U.S. markets and features print, digital, radio, and out-of-home ads. The campaign will specifically target advertising in and around gas stations and convenience stores, retail locations that often feature cigarette advertisements and other triggers for smokers.

"Tobacco advertising in retail environments can generate a strong urge to smoke, prompting a relapse among those attempting to quit. This campaign offers smokers motivational messages in those environments with the intention to build confidence and instill the belief within each smoker that they are ready to try quitting again," said Mitch Zeller, director of FDA's Center for Tobacco Products.

Cigarette smoking is responsible for an estimated 480,000 deaths in the United States each year. Fifteen percent (36.5 million) of adults were cigarette smokers in 2015, and of those adult smokers, about two out of three say they'd like to quit. While more than 55 percent of adult smokers attempted to quit in 2015, only about 7 percent were successful.

"Every Try Counts" aims to celebrate quitting attempts as positive steps toward success, because research shows that those who have tried quitting before are more likely to try again and those who have tried to quit multiple times have a higher likelihood of quitting for good.

"We want smokers to feel good about each attempt to quit because it is getting them closer to one day leading a healthier life free from cigarettes, reducing their risk of tobacco-related death and disease," Zeller said.

FDA has partnered with the National Institutes of Health's National Cancer Institute to create EveryTryCounts.gov to provide smokers resources and tools to help with quitting. The website includes a free text message program that sends tips and offers words of encouragement, a mobile app to track smoking triggers, trained coaches accessible online or by phone, and information about the risks of smoking and the variety of FDA-approved smoking cessation products.

About the Author

Jessica Davis is an Associate Content Editor for 1105 Media.

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