Formative Research and Evaluation for an Anti-Tobacco Campaign Challenge The Centers for Disease Control and Prevention’s (CDC’s) 2012 Tips from Former Smokers anti-smoking campaign was the first-ever paid national tobacco education campaign. Aimed at current smokers with the goal of increasing quitting behaviors, Tips incorporated TV broadcast, radio, billboard and social media along with digital advertising. The innovative campaign profiled real people who are living with serious long-term health effects from smoking and secondhand smoke exposure. Based on the documented success of the previous effort, CDC is planning a new Tips campaign, scheduled to launch in 2018. CDC has contracted with Battelle to perform formative research for this next iteration of Tips. Solution Battelle research

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