ajmc.comEvery Try Counts
“Every Try Counts”
FDA's first adult smoking cessation campaign, launched January 2018 at the point of sale: ads in and around gas stations and convenience stores in 35 high-smoking counties reframed failed quit attempts as progress toward quitting, linking to an NCI-built website and app.
- Years
- 2018
- Country
- United States
- Topic
- Tobacco
- Asks people to
- Seek helpStop
- Strategy
- Cessation service linkSelf efficacy
- Channel
- OutdoorPrintRadioSocial (paid)
- Audience
- AdultsSmokers 25-54 who tried to quit in the past year without success, in 35 US counties with high adult smoking rates.
Evidence
ProcessUnknown
County-level treatment-control longitudinal study (15 treatment, 15 control counties; n=3,628 smokers): ad awareness 53.3% vs 36.1% at wave 3; brand (OR 1.53) and ad (OR 1.74) awareness higher in treatment counties; receptivity moderate. No quit outcomes reported in sources seen.
Sponsor (who paid)
- U.S. Food and Drug Administration, Center for Tobacco Products Federal government, funder and creator
- National Cancer Institute (Smokefree.gov) Federal government, website and app partner
Credits (who made it)
- RTI International Research evaluation, 2018-2023 source
Related campaigns
- The Real Cost 2014–now
- Tips From Former Smokers 2012–now
Sources
- Dutra LM et al. Awareness of and receptivity to FDA's point-of-sale tobacco public education campaign. PLoS One 2023;18(7):e0288462 evaluation · 2023 · DOI 10.1371/journal.pone.0288462 · PMID 37440511
- Kim M et al. Visual Attention to the Source Matters: Using Eye Tracking to Understand the FDA's 'Every Try Counts' Campaign Message Effectiveness. Nicotine Tob Res 2022;24(2):280-284 evaluation · 2021 · DOI 10.1093/ntr/ntab185 · PMID 34520552
- Every Try Counts campaign (FDA) sponsor
- FDA announces public education campaign to encourage smoking cessation (AJMC) news · 2017
Research notes
Taxonomy gap: 'point-of-sale' is not a channel value; outdoor used. Meta Ad Library / Google Ads Transparency Center: search advertiser 'U.S. Food and Drug Administration' Credits checked 2026-10-22 against fetched pages: RTI International (USAspending FDA order HHSF22301006T 'Campaign evaluation services - Every Try Counts', Feb 2018-Feb 2023). Procurement pass 2026-10-22: RTI's role is confirmed by FDA order HHSF22301006T, 'Campaign evaluation services - Every Try Counts', Feb 2018-Feb 2023, USD 9.32M (https://www.usaspending.gov/award/CONT_AWD_HHSF22301006T_7524_HHSF223201610032I_7524). Possible vendor for the creative (contract HHSF223201750007A, True North Communications Inc. (FCB), CTP national education campaign program, 2017-2023): the record does not name the campaign. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/fda-every-try-counts.json, updated 2026-10-23· Link to this campaign