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Department of Defense Anti-Tobacco Campaign Invades Military Markets

  • Published
FALLS CHURCH, Va. --  The Department of Defense isn't just blowing smoke about its tobacco cessation campaign. "Quit Tobacco. Make Everyone Proud" is making its presence felt with enthusiastic marketing initiatives in 13 U.S. metropolitan markets containing 28 major military installations. "Quit Tobacco" focuses on the interactive Web site, www.ucanquit2.org.
Ucanquit2.org provides help to servicemembers wanting to quit tobacco use and those helping others quit. The campaign positions military members as role models, particularly to children, as a motivation to quit using tobacco. On the site, users can get information; develop a personalized plan for quitting; play games; listen to podcasts; connect to Federal, military, state, local and on-line cessation programs; and communicate privately with a trained cessation counselor.

"Kicking the habit can be tougher than a lot of people think. Aside from the obvious nicotine dependency, psychological barriers may be just as difficult to overcome," said Assistant Secretary of Defense (Health Affairs) S. Ward Casscells, Md., in a recent blog on www.health.mil. "The 'Quit Tobacco. Make Everyone Proud' campaign is designed to help servicemembers quit by reminding them to do it for themselves and the people they love."
The social marketing initiative for the tobacco cessation campaign targets 702,000 military active-duty personnel, junior enlisted E-1 through E-4. Marketing and advertising placements include major Web presence on www.military.com, mobile and stationary billboards, direct mailings to 160,000 active duty, radio public service announcements, and paid ads in Military Times and Stars & Stripes newspapers. There are also placements in commercial theaters, on pizza delivery boxes, and gas pump toppers at commercial locations within five miles of targeted military installations.
According to a DoD survey of health-related behaviors among junior enlisted personnel, the prevalence of smoking among 18-25 year olds was significantly higher than for their civilian counterparts, as well as for older, higher-ranking servicemembers. Tobacco use costs DoD an estimated $1.6 billion a year in additional medical care through increased hospitalization, missed work days, and decreased night vision among others. Ultimately, tobacco use affects military readiness. Eliminating harmful tobacco products keeps servicemembers at their best and "fit to fight."
"Every year tobacco use leads to unnecessary compromises in the readiness of our troops and costs the Department of Defense millions of dollars in preventable health care costs. I am personally encouraging all Service members who use tobacco to visit www.ucanquit2.org and open an account," said Dr. Casscells on his blog. "Develop your own quit plan."