Future Elder partnered with the State of Alaska Tobacco Prevention and Control (TPC) Program to develop Game Plan, a campaign designed to demystify Alaska’s Tobacco Quit Line (ATQL), inspire consideration of quitting, and humanize the cessation support.

​

ATQL is a free cessation service available to Alaskans aged 18 and older, offering a combination of pharmacotherapy and counseling to increase the likelihood of a successful quit. However, the Quit Line has historically experienced a low utilization rate due to a lack of understanding and common misperceptions. Years of constrained funding meant public education efforts focused primarily on encouraging quit attempts, rather than explaining the Quit Line itself, leaving many potential users unaware of or uncertain about the resource.

Testimonials from successful quitters who utilized the Quit Line’s services were highlighted from

across Alaska and primarily focused on providing education on the services offered and eliminating misperceptions about what may happen when calling the Quit Line. The campaign also featured real quit coaches, helping to put a face to the service.

 

Due to its success, Game Plan has been adapted and re-launched in multiple iterations over the past decade. Originally intended to resonate with tobacco users, specifically Alaska’s priority

Populations and messaging gained a large share of voice in the market, which resulted

in major increases in the number of quit attempts and calls to the Quit Line (behavior). 

 

The overall intent of the campaign was to demystify the Quit Line through education and to humanize the service with an emotionally engaging creative in an effort to persuade tobacco users and their loved ones to take advantage of resources (behavioral capability) such as Alaska’s Tobacco Quit Line, to overcome barriers and help in their efforts to quit.