Cadernos de Saúde Pública
Print version ISSN 0102-311X
SZKLO, André Salem et al. Recruitment of smokers in the Rio de Janeiro subway, Brazil, as a strategy to increase access to quitline services: the impact of novelty. Cad. Saúde Pública [online]. 2009, vol.25, n.11, pp. 2524-2528. ISSN 0102-311X. http://dx.doi.org/10.1590/S0102-311X2009001100022.
Creative and innovative strategies to recruit smokers are essential for improving tobacco control activities. Currently in Brazil, through health warning messages on cigarette packs, there is a permanent and intense spread of messages that provoke feelings of loss associated with smoking, which is important to encourage access to smoking quitlines. The study analyzed the call rate for telephone counseling after introducing a new strategy for reactive recruitment focused on the theme "smoking causes shortness of breath", adapted to the subway setting in Rio de Janeiro, as compared to the rates for two existing reactive strategies. Regardless of age bracket, there was a higher response to the new proposed strategy. Despite the major awareness-raising in Brazil concerning the ills of tobacco, new communications formats approaching personally relevant themes can increase the number and range of smokers recruited for telephone counseling to support cessation.
Keywords : Tobacco Control Campaigns; Tobacco Use Cessation; Smoking.