Evidence Level: Emerging. Aligns with MCHbest strategy "Telephone Counseling + Education Materials". Find other NPM 14 strategies in MCHbest.
Alignment with field-based evidence through Innovation Hub: Emerging. Aligns with Social marketing campaign linked to a free, evidence-based smoking cessation counseling hotline as documented by the One Tiny Reason to Quit (VA) program AMCHP's Innovation Hub. Best. Aligns with Counseling, testing, and incentive smoking cessation program as documented by the Baby and Me Tobacco Free program AMCHP's Innovation Hub.
Measurement Quadrant: Quadrant 1: Measuring quantity of effort (counts and "yes/no" activities)
Service Type: Direct services level of pyramid
Essential Public Health Services: 7. Assure effective and equitable health systems
Service Recipient: Activities directed to families/children/youth
Goal: By 2022, increase by 5% the number of pregnant smokers who call the Quitline annually.
Numerator: # of pregnant individuals who use the Maryland tobacco quitline
Denominator:
Significance: Women who smoke during pregnancy are more likely to experience a fetal death or deliver a low birth weight baby. Further, secondhand smoke (SHS) is a mixture of mainstream smoke (exhaled by smoker) and the more toxic side stream smoke (from lit end of nicotine product) which is classified as a “known human carcinogen” by the US Environmental Protection Agency, the US National Toxicology Program, and the International Agency for Research on Cancer. Adverse effects of parental smoking on children have been a clinical and public health concern for decades and were documented in the 1986 U.S. Surgeon General Report. The MDH Center for Tobacco Prevention and Control launched a Pregnancy Rewards Program in 2014, which offers pregnant and postpartum women (up to six months) rewards for series of completed calls with a Quit Coach. Though initially requiring referral by physician, that barrier was removed and now a pregnant smoker can simply call and let the Quitline know that she is pregnant and interested in the rewards/incentive program. This ESM will measure the impact of the Pregnancy Rewards Program and
accompanying media campaigns/health communication interventions on the number of pregnant Quitline callers.
Data Sources and Data Issues: 2016-2022 MDH Center for Tobacco Prevention and Control Quitline Data
Year: 2023
Unit Type: Count, Unit Number: 200
