CDC Seeks Public Input on Extended Evaluation of "Tips From Former Smokers" Campaign

CDC Continues Assessment of "Tips From Former Smokers" Campaign

The Centers for Disease Control and Prevention (CDC) is soliciting public comments on its proposed data collection for an extended evaluation of the "Tips From Former Smokers" (Tips) campaign. This notice, published in the Federal Register on April 21, 2026, highlights a commitment to assessing the efficacy of one of the nation's most visible public health campaigns aimed at reducing smoking prevalence. The 60-day comment period, ending June 22, 2026, provides stakeholders an opportunity to offer input on the methodology and scope of this significant evaluation.

Background of the "Tips" Campaign

Launched by the Department of Health and Human Services (HHS) and CDC in 2012, the "Tips From Former Smokers" campaign has become a cornerstone of national tobacco prevention strategy. Its core objectives are to encourage adult smokers to quit smoking and to prompt nonsmokers to engage with smokers about tobacco's serious health risks. The campaign annually broadcasts powerful, evidence-based advertisements across various platforms, including TV, digital video, online display, radio, and billboards. These ads often feature individuals who have suffered from smoking-related diseases.

The primary audience for "Tips" remains adult smokers, with adult nonsmokers as a crucial secondary audience. The campaign offers motivation and support, providing information and resources to increase successful quit attempts. For nonsmokers, a key aim is to foster conversations with family and friends who smoke, encouraging cessation. Evaluating the campaign's impact is essential for understanding its cost-effectiveness and informing future public health programming.

Details of the Proposed Evaluation

To gauge the continuing effectiveness and reach of "Tips," the CDC proposes an extensive data collection effort. This involves three survey collections annually for three years, totaling nine surveys. These are generally administered before, during, and after each yearly campaign iteration.

Information will be gathered through self-administered web surveys targeting adults aged 18 and older. Participants will be drawn from two main sources: an online longitudinal cohort of adult smokers and nonsmokers, randomly sampled from U.S. postal mailing addresses, and an existing online KnowledgePanel of U.S. adults.

The surveys will capture data on respondents' awareness of and exposure to specific "Tips" advertisements, their knowledge, attitudes, and beliefs related to smoking and secondhand smoke, and exposure to other tobacco marketing. Crucially, the surveys will also measure behaviors linked to smoking cessation among smokers. For nonsmokers, data will assess behaviors related to encouraging smokers to quit, recommendations of cessation services, and attitudes concerning other tobacco and nicotine products.

The CDC emphasizes continuous evaluation due to the dynamic nature of tobacco product marketing and evolving tobacco use patterns. Survey instruments may be updated to include new items addressing relevant topics such as cigars, noncombustible tobacco products, and other emerging trends, ensuring the evaluation's relevance and accuracy.

Compliance with the Paperwork Reduction Act

This notice is issued in compliance with the Paperwork Reduction Act of 1995 (PRA). The PRA requires federal agencies to seek Office of Management and Budget (OMB) approval for information collections. A mandatory 60-day Federal Register notice precedes this approval, allowing public comment on proposed data collections.

The OMB specifically invites comments to help:

• Evaluate the necessity and practical utility of the proposed information collection.
• Assess the accuracy of the agency's burden estimate and methodology.
• Enhance the quality, utility, and clarity of collected information.
• Minimize respondent burden, including through technological collection techniques.
• Assess information collection costs.

This public comment period is a vital mechanism for ensuring transparency, accountability, and efficiency in federal data collection. It allows experts, advocates, and affected individuals to contribute to refining the evaluation strategy, ensuring it is robust and minimally burdensome.

Path Forward

The CDC's proposed extended evaluation of the "Tips From Former Smokers" campaign signifies a substantial investment in public health surveillance and program assessment. The data collected will be instrumental in determining the campaign's ongoing efficacy, guiding future resource allocation, and shaping national strategies for tobacco prevention and cessation. This public comment period offers an essential opportunity for stakeholders to influence this critical public health endeavor. The insights gathered will help ensure the "Tips" campaign continues to deliver impactful, evidence-based messages that encourage quitting and ultimately improve public health outcomes.