Table 1.

Strategy Summary for Each Year of the Campaign

	2009–2010	2010–2011	2011–2012
Schedule	Oct 2009 to Jun 2010	Nov 2010 to Sept 2011	Feb 2012 to Sept 2012
Objectives	Increase awareness among California’s health professionals of the free services offered by the California Smokers’ Helpline Motivate health professionals to refer patients who smoke to the Helpline	Increase awareness among California’s health professionals of the free services offered by the California Smokers’ Helpline Motivate health professionals to refer patients who smoke to the Helpline	Increase awareness among California’s health professionals of the free services offered by the California Smokers’ Helpline Motivate health professionals to refer patients who smoke to the Helpline
Target audience	Physicians Nurses or nurse practitioners Physician assistants Pharmacists	Physicians Nurses or nurse practitioners Physician assistants Pharmacists	Physicians or psychologists Psychiatric nurses Clinical social workers Therapists or drug and alcohol counselors
Call-to- action	Ask, Advise, Refer to 1-800-NO-BUTTS	Ask, Advise, Refer to 1-800-NO-BUTTS Order free materials	Talk to patients or client about quitting Visit www.nobutts.org for training or materials Refer patients/clients to 1-800-NO-BUTTS
Media channels	Print Digital Direct mail Fax	Print Digital Direct mail Fax	Print Digital Direct mail
Evaluation criteria	Number of calls referred by health care providers Number of visits to health care provider subpage of www.nobutts.org	Number of calls referred by health care providers Number of visits to health care provider subpage of www.nobutts.org Number of orders of Helpline promotional materials	Number of calls referred by health care providers Number of orders of Helpline promotional materials Number of new contacts who download online material Number of webinar registrants