With this understanding, from 2020 to 2021 we increased investments in digital advertising and online search to raise awareness of the expert tips and resources located on QuitAssist continued this work through 2021. Through these advertising and search investments, site visits increased more than 248 percent in 2020 year-over-year, far exceeding our goal of increasing visits by 50 percent.
Our cessation support strategy continues to evolve. We are considering ongoing accessibility and equity in supporting the quitting journey of a diverse set of adult tobacco consumers who have decided to quit a range of different tobacco products – not just cigarettes. This will require engagement with public health cessation experts and a deep understanding of the landscape of products, users and the barriers to quitting as well as to provide the most effective quitting resources through QuitAssist.