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Tobacco Control 1993 ; 2 : 114-119 Health Promotion Wales, Ffvnnon-las, Ty Glas Avenue, Llanishen, Cardiff CF4 SDZ Wales, UK C Roberts C Smith Institute for Health Promotion, Ffynnon- las, Ty Glas Avenue, Llanishen, Cardiff CF4 SDZ Wales, UK J Catford Quit and Win Wales : an evaluation of the 1990 pilot contest Chris Roberts, Christopher Smith, John Catford Abstract Objective - To assess the effectiveness of the 1990 pilot Quit and Win contest held in South East Wales (UK) in reducing smoking prevalence. Methods - Follow-up surveys of the 687 entrants were conducted after four months and one year through postal self- completion questionnaires. The question- naires covered demographic background, smoking history, the methods used to quit, and the role of the contest in the quitting process. In addition, a short questionnaire was sent to a sample of those who did not enter the contest despite requesting an entry form. Results - The data indicate a quit rate among participants of 30 % at one year, and that other smokers were stimulated to quit, even though they did not formally enter the contest. Analysis of significant differences (p < 0.01) between successful and unsuccessful participants showed that the quitters tended to be older, to be heavier smokers, to have made fewer previous attempts to quit, to have stopped smoking straight away rather than to have cut down gradually, and to have received more support from their family and friends. Four-fifths of the non-quitters expressed an interest in a future contest. Conclusions -Quit and Win contests ap- pear to be a cost-effective approach to smoking cessation initiatives in Wales, though they need to be supported by more intensive methods to help the most resistant group of smokers who would like to give up. A number of refinements are recommended to improve impact in any future contest. (Tobacco Control 1993 ; 2: 1 14-1 19) Introduction In recent years smoking prevalence has been declining in Wales. Between 1985 and 1990, the proportion of adults aged 18-64 smoking at least occasionally fell from 41 ;;, to 35 "„ for men and from 33 "„ to 29 °.,, for women.' Nevertheless, the level of smoking in Wales continues to pose a major threat to public health. As a recently published report makes clear, "smoking is the largest single cause of premature death and preventable ill health in Wales "." It is estimated that 4200 men and 1600 women die annually from smoking- related diseases, and that the hospital costs to the National Health Service (NHS) in Wales in treating smoking-related illness total some L27M per annum. Smoking prevention thus remains high on the agenda of health pro- motion workers, as witnessed by the targets set in the Health for All in Wales strategy for a continued decline in the level of smoking.' A wide variety of smoking cessation pro- grammes are available to those wishing to quit tobacco smoking, such as self-help leaflets and books, counselling from health professionals, stop-smoking groups, and a range of specific treatments including drugs and acupuncture.' In addition to these strategies, which deal mainly with small groups or individuals, are mass media initiatives which have the potential for reaching large audiences cost effectively. One such initiative is the Quit and Win contest. This paper is concerned with a pilot Quit and Win contest run by Heartbeat Wales, the first national demonstration programme for heart disease prevention in the United Kingdom (UK). Results from four-month and one-year follow-up surveys of participants and a survey of non-participants are used to evaluate the long-term effectiveness of the contest. QUIT AND WIN: THE BACKGROUND The Quit and Win contest was first developed as a smoking cessation strategy by workers on the Minnesota Heart Health Programme in 1982, and has since been incorporated into programmes developed to reduce smoking prevalence elsewhere in the USA and in European countries such as Finland, Sweden, and England.- '-` Quit rates achieved at 30-day follow-up have exceeded 60 ".,,, while rates in excess of 20 ";, have been recorded at six- and 12-month follow-ups. This suggests that, although there is a fall in the proportion of successful quitters over time, Quit and Win contests can be effective in the longer term. Whilst Quit and Win contests may vary according to the specific needs of smoking- cessation programmes in various locations, certain key features appear to be common to all contests. Firstly, Quit and Win contests use communitv-based mass media to attract as many participants as possible. As a result entrants are less likely to feel isolated in their attempt to quit, with potential support not only from family and friends but also from a