How can a coordinated regional smoking cessation initiative be developed and implemented? A programme logic model to evaluate the '10,000 Lives' health promotion initiative in Central Queensland, Australia

Abstract

Objective This study used a programme logic model to describe the inputs, activities and outputs of the '10,000 Lives' smoking cessation initiative in Central Queensland, Australia. Design A programme logic model provided the framework for the process evaluation of '10,000 Lives'. The data were collected through document review, observation and key informant interviews and subsequently analysed after coding and recoding into classified themes, inputs, activities and outputs. Setting The prevalence of smoking is higher in the Central Queensland region of Australia compared with the national and state averages. In 2017, Central Queensland Hospital and Health Services set a target to reduce the percentage of adults who smoke from 16.7% to 9.5% in the Central Queensland region by 2030 as part of their strategic vision ('Destination 2030'). Achieving this target is equivalent to 20,000 fewer smokers in Central Queensland, which should result in 10,000 fewer premature deaths due to smoking-related diseases. To translate this strategic goal into an actionable smoking cessation initiative, the '10,000 Lives' health promotion programme was officially launched on 1 November 2017. Result The activities of the initiative coordinated by a senior project officer included building clinical and community taskforces, organising summits and workshops, and regular communications to stakeholders. Public communication strategies (e.g., Facebook, radio, community exhibitions of '10,000 Lives' and health-related events) were used to promote available smoking cessation support to the Central Queensland community. Conclusion The '10,000 Lives' initiative provides an example of a coordinated health promotion programme to increase smoking cessation in a regional area through harnessing existing resources and strategic partnerships (e.g., Quitline). Documenting and describing the process evaluation of the '10,000 Lives' model is important so that it can be replicated in other regional areas with high prevalence of smoking.