Minnesota has made great strides in reducing adult smoking prevalence to 16 percent. But while most smokers want to quit, few use evidence-based cessation services to do so. ClearWay Minnesota sponsors the state's cessation services--QUITPLAN Services-- which, until early 2014, consisted of the QUITPLAN Helpline, providing free phone counseling and nicotine replacement therapy for the uninsured and underinsured, and quitplan.com, a free, self-directed online cessation program for all Minnesotans. Over the last few years, we saw declines in both utilization of and satisfaction with our services. At the same time, we saw increased participation in our quit- and-win contest that provided tools like text messaging, weekly emails and social media support that weren't offered through our existing set of cessation services. This created an opportunity to reassess our service delivery model, including how we promote the new services. To better understand the cessation services landscape, we conducted a review of scientific literature and interviews with cessation service experts. To build our knowledge further, we undertook a formative research project--speaking directly with current and former smokers to gain their insights into how to best provide cessation services they would use. Included in the formative research was a review of existing cessation websites as well as an exercise where participants created their "ideal cessation website." We also broadened our target audience from "quit seekers" (those actively seeking help to quit) to all tobacco users, no matter where they were in the quitting process. We launched the new suite of QUITPLAN Services on March 3, 2014. We used mass media, including new television ads, to promote these new services

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