Evaluation of the Quitters Unite Campaign

The Background

The Quitters Unite Campaign promotes a philosophy of "Quitting smoking is easier when done together". Quitters Unite is a website that was developed for young adults ages 19 to 29. The campaign and website use innovative social media and technology approaches, along with traditional media, to reach the target audience.

Client Needs

Health Canada needed the campaign to be evaluated in the same manner as a traditional cessation service or program. This required knowledge of the campaign audience's smoking status before and after their experience with the campaign to determine effectiveness.

However, there was no usable user specific data collected from the campaign. The only data available was aggregate level Google Analytics data and Facebook Insights. SRI had a 4 month timeline to achieve the following evaluation objectives:

Understand how the campaign engaged the target audience
Understand the outcomes of the campaign on the target audience
Provide recommendations for improving campaign delivery and increasing reach

SRI Solutions

We developed and launched an online survey to collect user specific data from the Quitters Unite Website and Facebook page visitors and members
We were able to measure campaign engagement by combining measures from Google Analytics, Facebook Insights, and the survey data
We explored the outcomes of the target audience though qualitative follow up interviews with survey respondents

We were able to overcome the challenges of this project by skillfully crafting a survey which would allow us to standardize the experiences of the respondents even though we were surveying them at different points in their experience with the campaign. The follow up qualitative interviews allowed us to validate our process and further determine the outcomes of the campaign on youth smoking behaviour.

Our creativity and innovation allowed us to provided recommendations for improving campaign delivery, increasing reach and enhancing engagement.