Special Encore: The “Quitter in You” - A New Smoking Cessation Campaign Norman H. Edelman, M.D., Chief Medical Officer, American Lung Association Michael Jaeger, M.D.,

Summary: The American Lung Association and WellPoint Inc. are supporting smokers in their efforts to quit for good through the “Quitter in You smoking cessation campaign. The campaign aims to empower people trying to quit smoking by acknowledging that past quit attempts are not failures, but are normal and necessary steps along the way to quitting for good. A survey from the American Lung Association found that 6 out of 10 former smokers were not able to successfully quit on their first try and required multiple attempts to quit smoking for good. The “Quitter in You” campaign aims to change the way people think about past quit attempts and motivate them to try again. According to the latest figures from the U.S. Centers for Disease Control, smoking-related diseases claim an estimated 443,000 lives each year, including those affected indirectly, such as babies born prematurely due to prenatal maternal smoking and victims of “secondhand” exposure to tobacco’s carcinogens.