2016 Tips® Publications

The 2016 Tips From Former Smokers Campaign®: Associations With Quit Intentions and Quit Attempts Among Smokers With and Without Mental Health Conditionsexternal icon
Publication Date: November 28, 2018
Judith J. Prochaska, PhD, MPH; Emily Gates, PhD; Kevin Davis, MA; Karen Gutierrez, BA; Yvonne Prutzman, PhD; Robert Rodes, MS, MBA, MEd
Nicotine and Tobacco Research


  • People living with mental health conditions are more likely to smoke cigarettes than people without these conditions, and are also likely to smoke more often, be more dependent on nicotine, have stronger withdrawal symptoms when trying to quit, and be overall less successful in quitting.
  • In 2016, the Tips campaign ran ads designed to motivate smokers with mental health conditions, specifically people living with anxiety or depression, to try to quit smoking. Rebecca, a former smoker from Florida who experienced tobacco-related tooth loss and gum disease and struggled with depression, was featured in these ads in television, radio, print, outdoor, and digital formats.
  • Among the people surveyed in this study who reported a diagnosis of a mental health condition, those who said they saw the Rebecca Tips ad in 2016 were more likely to report trying to quit smoking than those who said they didn’t see it.
  • This study is part of a growing number of studies looking at tobacco use and mental health. However, it is the first study to evaluate a population-level intervention, such as a national mass media campaign like Tips, to reach and engage smokers with mental health conditions.
  • These findings support including ads featuring people living with mental health conditions in national tobacco education media campaigns, such as the Tips campaign.
  • The Tips campaign is an important population-level strategy for reaching specific population groups who are experiencing tobacco-related disparities.