‘The Peter Jennings Effect’

In 2005, when ABC launched its “Quit to Live” stop-smoking series in the wake of Peter Jennings‘ death, the network promoted a Quitline after every report.

“Today the American Journal of Health Promotion tells us there was, in essence, a ‘Peter Jennings effect’ on the number of people who tried to quit,” EP Jon Banner blogs.

“The month before our series began, the Quitline received calls from 9,723 smokers looking for help. During our series 29,942 people called in — an increase of over 20,000 callers. We don’t know the outcome of the calls, but it’s rewarding to all of us that our pieces made a difference and, hopefully, saved lives.”

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.