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Table 2 Summarised Quitline caller and advertising expenditure data by six-month period for 24 months before and 12 months after the new national smokefree law

From: A new national smokefree law increased calls to a national quitline

Six-month time period Registered callers (N) Call rate per 100,000 smokers** Callers who were Mâori (%) First NRT vouchers issued from the Quitline (N) Issue rate per 100,000 smokers** Quitline advertising expenditure ($NZ 000s) Caller registrations per $1000 expend-iture First NRT vouchers issued per $1000 expend-iture
December 2002 to May 2003 19,398 2955 20.7 8968 1366 1852 10.5 4.8
June 2003 to November 2003 17,396 2650 22.3 8656 1319 1762 9.9 4.9
December 2003 to May 2004 15,072 2296 19.1 6619 1008 863 17.5 7.7
June 2004 to November 2004 16,614 2531 19.4 8174 1245 958 17.3 8.5
December 2004* to May 2005 16,119 2455 19.3 9937 1514 391*** 41.2 25.4
June 2005 to November 2005 12,424 1892 19.6 7101 1082 943 13.2 7.5
  1. * Month that the new law came into force.
  2. ** Rates are based on an estimated total population of smokers in New Zealand aged 18 years and over of 656,489 (based on rates from the 2002/2003 NZ Health Survey and 2004 population data estimates).
  3. ** The relatively low level of spending at this time was when the Quit Group were preparing to re-configure the Quitline Service (which started in early May 2005). This meant that there was a transitional period when the Quitline number was not included on advertising as staff were being trained in operational aspects of the new service. The re-configured Quitline Service involved discontinuing the use of an external call centre and having all incoming calls answered directly by the Quitline Advisors. In addition, follow-up support and advice (including mailed out information) became more customised to the caller's level of motivation for quitting smoking (based on a stage of change assessment).