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QUITPLAN Services campaign

Also: QUITPLAN

ClearWay Minnesota media campaign (US-MN) launched with the March 2014 redesign of its free QUITPLAN quit-smoking services, using broadcast, online and out-of-home ads; earlier QUITPLAN promotion dated to the 2000s. ClearWay was an independent nonprofit created with 3% of Minnesota's 1998 tobacco settlement, not a state agency.

Years
2014
Country
United States
Topic
Tobacco
Asks people to
Seek helpStop
Strategy
Cessation service linkSelf efficacy
Channel
OutdoorSocial (paid)TV
Audience
Adults

Evidence

ObservationalPositive

After the 2014 service change and new media campaign, treatment reach rose 480.56% and the estimated number of quitters rose up to 435.90%; Oklahoma and Florida replicated the model with smaller gains (Keller 2020, pre-post). Message testing found 63% of viewers motivated to quit.

Sponsor (who paid)

  • ClearWay Minnesota Settlement funded, funder and creator

Credits (who made it)

Related campaigns

Sources

  1. Keller PA et al. Replicating state Quitline innovations to increase reach: findings from three states. BMC Public Health 2020;20(1):7 evaluation · 2020 · DOI 10.1186/s12889-019-8104-3 · PMID 31906908
  2. NPHIC: New Media Strategies for New Services: Using Empathy and Animation to Launch Cessation Services reference · 2014
  3. PR News case study: Smoke and Mirrors reference · 2007
  4. Keller PA et al. Seizing an opportunity: increasing use of cessation services following a tobacco tax increase. BMC Public Health 2015 evaluation · 2015 · DOI 10.1186/s12889-015-1667-8 · PMID 25880373

Research notes

US-MN. Not a state department: ClearWay Minnesota is a settlement-created nonprofit; it reportedly wound down around 2021 and cessation services moved to the Minnesota Department of Health (Quit Partner) - verify. Credits checked 2026-10-22 against fetched pages: Clarity Coverdale Fury (SHOOT, 11 Jan 2008: 'The Wait', directed by Allen Coulter for Minneapolis agency Clarity Coverdale Fury, the first TV advertising for ClearWay Minnesota's QUITPLAN Services in two years); Carmichael Lynch Spong (PR News case study: ClearWay Minnesota, agency Carmichael Lynch Spong, May-November 2007). Corrected 2026-10-22: Clarity Coverdale Fury source and year 2008 added (previously none). A 2004 Clarity Coverdale Fury QUITPLAN spot ('Remote', SHOOT Feb 2004) was for the Minnesota Partnership for Action Against Tobacco, before ClearWay ran QUITPLAN under this brand, so it is not credited here. Ad library search: "ClearWay Minnesota", "QUITPLAN", "Quit Partner", "Minnesota Department of Health". Evaluation sources added 2026-10-22 (citation snowballing / helpline pass): Keller 2015; evidence level and outcome unchanged. Keller 2015 covers the 2013 tax-increase campaign for QUITPLAN Services, before this record's 2014 redesign.

Record cases/mn-quitplan.json, updated 2026-10-22· Link to this campaign