Iowa’s campaign to persuade smokers to contact a smoking cessation helpline has generated the largest response rate of any of the 24 states and the District of Columbia that direct tobacco users to 1-800-QUIT NOW.

The campaign developed by ZLRIGNITION included a print ad, posters and this ”Never-ending cigarette” TV spot.

The campaign helped trigger 41,930 calls to 1-800 QUIT NOW from January through September. That’s more than five times the number of calls that came from Pennsylvania, a state with four times the population of Iowa. Iowa’s call volume was equivalent to 1,406 calls for every 100,000 people in the state.

Bonnie Mapes, administrator of the Iowa Department of Public Health’s Division of Tobacco Use Prevention and Control, says “The call volume to the helpline proves the campaign was a smart investment toward improving the health of Iowans.”