2025 Annual Conference

The cross-border epidemiologist (CBE) positions were established at the Kentucky Department for Public Health (KDPH) during the COVID-19 pandemic. Since its inception, the cross-border epidemiologist role has evolved from managing the intra and inter jurisdictional transfer of COVID-19 notifications and corresponding documentation to most communicable disease conditions. This 6-month (January – June 2024) preliminary analysis marks the first comprehensive review of reportable disease data collected by the KDPH CBEs. This presentation will explore key findings that deliver actionable insights to enhance the efficiency of cross-border disease reporting processes.

Learning Objectives:

1. Identify the top five most frequent states with which KDPH CBEs exchange reportable disease documentation.
2. Examine the characteristics of data managed by KDPH CBEs.
3. Describe the methods by which KDPH CBEs have enhanced the transfer of reportable disease data.

The Access and Functional Needs (AFN) Assessment, developed by the Kentucky Department for Public Health (KDPH), aims to improve emergency preparedness and response. It provides location-based community information for public safety officials and valuable demographic data for local health departments about communication, disability, and medical barriers in their communities. The AFN Resource Library offers a collection of tools to assist at-risk populations during disasters or healthcare emergencies. Both resources are designed to foster community resilience across Kentucky. Presenters will demonstrate the tools and provide best practices on how to implement them at the local level.

Learning Objectives:

1. Describe what the concept of Access and Functional Needs is and how it applies to public health.
2. Utilize the tools available from the Kentucky Department for Public Health that address AFN concepts and data repositories to establish or strengthen partnerships within local jurisdictions.
3. Recognize how to leverage current tools to conduct gap analyses in local communities to build resilience.

Unknowingly, an individual with undiagnosed monkeypox virus infection (mpox), exposed various healthcare workers and environmental services staff during a scheduled procedure. A strong multidisciplinary collaboration between the regional epidemiologist, regional infection preventionist and the onsite infection preventionist were essential in this healthcare exposure.

Learning Objectives:

1. Educate staff on signs, symptoms, and transmission modes in a healthcare facility.
2. Identify gaps in the response and work on improving one gap at a time.
3. Improve communication for future exposures or outbreaks.

Join us for an engaging discussion on the challenges, successes, and key lessons from a student's early academic journey in public health. This session will offer actionable insights for supporting students as they explore career paths and build foundational knowledge in the field. Additionally, we will highlight effective strategies to inspire and prepare the next generation of public health professionals through hands-on experiences and career-focused opportunities.

Learning Objectives:

1. Identify key challenges and successes students face during their early academic journey in public health and explore strategies to support their growth and development.
2. Discuss effective experiential learning and workforce readiness strategies that enhance students' career exploration and build foundational public health knowledge.

We've strived to develop a new mathematical model of assessing the total economic effects of disease including health effects and economic effects. The present paper has attempted to derive an alternative measure of disease effects which combines two main effects of disease; effect on health and income. In both health-effect and income-effect we showed the present value for one sick individual and, also, on all sick individuals. The main advantage of this method is that it captures both effects of a disease in one estimate. The measure is based on a few assumptions, and none of the assumptions are unrealistic.

We would like to share our new methods to have opinions and thoughts from our learned attendees.

Learning Objectives:

1. Disease effects on health.
2. Disease effects on income.
3. Total effects of disease.

Kentucky Homeplace received funding from The Kentucky Office of Community Health Workers to increase its Community Health Workers from 22 to 32 and its service area from 30 to 32 counties. New CHWs completed extensive training, and despite limited prior experience, provided significant services. The expansion yielded a $5 ROI.

Learning Objectives:

1. Evaluate how the expansion of the Kentucky Homeplace program can serve as a model for similar public health initiatives aimed at improving health outcomes in other rural regions.
2. Discuss the importance of mentorship and support provided by experienced Community Health Workers to newly hired CHWs in ensuring effective service delivery.
3. Assess the economic and health impact of the Kentucky Homeplace expansion, including the ROI and the range of services provided to rural communities.

Discover how Community Health Workers (CHWs) are transforming healthcare in rural Kentucky by addressing workforce shortages, bridging gaps in care, and tackling the Social Determinants of Health. Learn how CHWs, now Medicaid and Medicare billable, are advocating for underserved populations, reducing health disparities, and creating sustainable solutions. This session will explore innovative strategies to expand and empower the CHW workforce to achieve health equity and strengthen public health.

Learning Objectives:

1. Understand the Role of CHWs: Participants will be able to describe the critical role Community Health Workers play in addressing health disparities, workforce shortages, and the Social Determinants of Health in underserved communities.
2. Identify Strategies for Expansion: Participants will learn at least two actionable strategies to expand and strengthen the CHW workforce, including leveraging Medicaid and Medicare billing for sustainability.
3. Enhance Advocacy Skills: Participants will be able to identify key ways CHWs can advocate for clients to overcome barriers to care and promote health equity.

Looking for innovative strategies to develop a public health workforce that meets the evolving needs of your community? This session is for you! In alignment with Public Health Accreditation Board (PHAB) standards 8.1, 8.2, and 10.2, building a strong, skilled, and diverse workforce is crucial for driving initiatives that improve public health outcomes, promote health equity, and ensure the long-term success of local health efforts. Join us as we explore effective strategies for recruitment, retention, and professional development, and learn how to create an environment where public health professionals thrive and make a meaningful impact on community health.

Learning Objectives:

1. By the end of the presentation, participants will be able to list at least three strategies for recruiting, retaining, and developing a diverse workforce within local health departments.
2. Participants will be able to describe at least two best practices for building a public health workforce pipeline, as well as name three types of organizations that could help build this pipeline.
3. Participants will identify and describe at least two actionable strategies for fostering continuous learning and professional growth in their own organizations.

Eating disorders are severe and debilitating mental disorders that emerge in childhood and adolescence. The primary objective of the session will be to highlight 20-year trends in poor body image and weight loss attempts among Kentucky high school students, including disparities by age, sex, race, and ethnicity. The secondary objective of the session will be to share preliminary findings on binge eating and food restriction from the 2023 Kentucky Youth Risk Behavior Survey. Findings will be summarized in the context of the Kentucky Eating Disorder Council and strengthening state health surveillance systems.

Learning Objectives:

1. Understand historical and emergent trends in eating disorder risk factors.
2. Apply epidemiological findings on eating disorder risk factors to state and community surveillance systems.

Direct Data Entry (DDE) is a secure, web-based public health reporting module transforming the concept of HIV data reporting in Kentucky. As a first-of-its-kind, this hybrid model of laboratory and case reporting platform integrates advanced security and human centered design to foster more actionable data and promote faster response, linkage to care, and public health initiatives to ensure the health equity and access to treatment and support for those impacted by this condition. Join hundreds of other rural community adopters in transitioning to electronic HIV reporting and contribute to contribute to a healthier, more connected Commonwealth.

Learning Objectives:

1. Participants will be able to list at least three benefits of electronic reporting via the DDE platform.
2. Participants will be able to identify three unique elements required for HIV case reporting as required by 902 KAR 2:020 Reportable Disease Surveillance.
3. Participants will be able to define the meaning of a dual reporting state for reportable conditions.

Because of the robust data related to overdoses, NKY Health seized the opportunity to learn more about OFRs and sought financial support. NKY Health has embarked on the first steps in starting an OFR in order to address the overdose burden in the community. Exploring the data, discussing best practices and unique insights from starting up an OFR, and reviewing challenges and opportunities for improvement, will create a picture of the experiences in exploring and starting up an OFR in the region.

Learning Objectives:

1. Identify two data sources for overdose data.
2. Describe the purpose of an OFR.
3. List four stakeholders instrumental in participating in an OFR.

Learn how Kentucky is nourishing the seeds of its public health workforce through strategic system-level initiatives. This session, facilitated by the KPHA WFD Committee, will highlight the HRSA Public Health Scholarship Program, Kentucky WFD Core Competencies Assessment for local and state health departments, and Public Health Career Pathway Programs, showcasing their role in cultivating a skilled, response-ready workforce that can grow and thrive in today’s public health landscape.

Learning Objectives:

1. Describe the purpose and impact of organizational workforce initiatives like the HRSA Public Health Scholarship Program and the Public Health Career Pathway programs in Kentucky.
2. Examine how system-level core competency assessments enhance workforce skills and readiness across local and state health departments.
3. Explore strategies for implementing similar organizational workforce initiatives to address evolving public health needs.

Want to know if Covid-19, Flu or RSV is beginning to brew in your community? What if there was a technology that respected privacy but detected home test results or even viruses that are minimally symptomatic in some but active and worrisome for others? The Kentucky Wastewater Surveillance System (KYWSS, or ‘Cues’) launched its Respiratory Virus dashboard as a Topic on the Health Tracking site in December 2024. We think we took the best visualizations from the National Wastewater Surveillance System (NWSS, or ‘News’) dashboard (www.cdc.gov/nwss) to develop highly functional, public-facing viral activity information for local health departments and communities.

Learning Objectives:

1. Learners will differentiate between wastewater-based epidemiology and syndromic surveillance.
2. Learners will understand the statistical concept of wastewater viral activity level (WVAL).
3. Learners will examine data related to their community and appropriately interpret trend lines and values.

The incidence rate of congenital syphilis (CS) cases in Kentucky has rapidly increased significantly, from 0.9 to 3.1 per 100,000 births between 2019 and 2023. A matched case-control study was conducted on CS-positive singleton mother-infant dyads who resided in Kentucky from January 1, 2019, to December 31, 2023, to identify some of the potential factors involved. The results of these analyses indicated a significant role of some social determinant and demographic factors such as race, marital status, and smoking, among others, in the increased incidence of this congenital infection.

Learning Objectives:

1. Looking into risk factors and demographic traits linked to congenital syphilis cases in Kentucky.
2. Examine geographical trends to assess their effect on maternal and newborn health.
3. Addressing inadequate prenatal care for women reduces the serious consequences for both mothers and infants, potentially lowering infant death rates caused by congenital syphilis.

iciQPR, the following Chain of Survival elements must also be in place:

1. Early Recognition of suicide | The sooner warning signs are detected and help sought, the better the outcome of a suicidal crisis will be.
2. Early QPR | Asking someone about the presence of suicidal thoughts and feelings opens up a conversation that may lead to a referral for help.
3. Early intervention and referral | Referral to local resources or calling 988 for evaluation and possible referral is critical.
4. Early Advanced Life Support | As with any illness, early detection and treatment results in better outcomes.

Learning Objectives:

1. Recognize the warning signs of suicide.
2. Know how to offer hope.
3. Know how to get help and save a life.

This session will use historical records and contextual speculation to describe public health from prehistory through modern times and will forecast how public health may look over the next two millennia. Human beings, as a species, have changed little, but what about public health? This session will place population health in the context of human experience over eight thousand years. Did it really happen? Will it happen in the future? Will human beings even survive? Let's dive in, together, and find out.

Learning Objectives:

1. Participants will use historical records as a “jumping off” point to imagine life during ancient times.
2. Participants will gain insight into public health practice through recorded history.
3. Participants will use reason and historical patterns to forecast possible health futures for human beings.

Can local public health system partners identify and shape the behavioral health resources they need? This session will explore the development of a comprehensive, user-centered directory of behavioral health resources using a community-based, participatory approach employing co-design and Photovoice. Attendees will leave with a toolkit for implementing similar participatory models in their communities, empowering them to create accessible, community-driven solutions for behavioral health services.

Learning Objectives:

1. Understand how a Kentucky local health department used co-design and Photovoice strategies to promote access to behavioral health resources with community partners.
2. Compare and contrast your community health strategies with co-design and Photovoice in Lexington-Fayette County.
3. Apply co-design and Photovoice strategies to your community health assessment and improvement planning efforts.

Learn about the 096-evaluation system and what it takes to make the switch to a more individualized review. The 096 is a reward for performance for local health department staff. Tips will be provided for successful performance management implementation. See how the evaluation looks in Workday, the new personnel system.

Learning Objectives:

1. Learn the way the 096 evaluation works and the benefits.
2. How does a local health department can make the switch to the 096 evaluation.

Measles is a highly contagious disease which has been vaccine preventable since 1963. Recent decline in vaccination rates and the ease with which individuals can move around the globe has caused an increase in measles activity nationally and worldwide. Prompt case identification and contact tracing are critical in preventing the spread of measles in susceptible individuals.

Learning Objectives:

1. Discuss the importance of community partnerships in public health.
2. Participants will understand the need to improve immunization rates.
3. Participants will learn about various tools to improve surveillance and contact tracing efforts.

Discover how innovative data science and behavioral science methodologies are revolutionizing tailored outreach. Join this session to learn how Deloitte collaborated with a Midwestern State Department of Health to segment populations, develop tailored strategies, and foster cross-agency collaboration to overcome barriers to vaccination.

Learning Objectives:

1. Learn how data science and behavioral science methodologies can be used to segment populations into groups and how those segments can be used to develop customized outreach strategies tailored to the unique characteristics of each segment.
2. Understand the best practices for establishing working groups across state and local agencies and the value of these working groups to discuss community-specific challenges, share lessons learned, and brainstorm approaches to public health priorities.

Local efforts will ultimately be the deciding factor in elimination of hepatitis C from the Commonwealth. Understanding the importance of local, community involvement, the Kentucky Department for Public Health Viral Hepatitis Program has centered awareness and elimination activities around these communities. Families, including mothers and babies, justice-involved neighbors, community health workers, peer support specialists, family healthcare providers, and policy decisionmakers, among others, guide this work towards improved health outcomes in Kentucky.

Learning Objectives:

1. Explore the range and role of community partner populations involved in multisectoral, multifaceted HCV elimination work.
2. Investigate how local communities and state health department programs can collaborate to produce improvements in health outcomes.

What does it mean to meaningfully engage the next generation as we move into public health 3.0? This question drives the approach of the UK College of Education’s PREVENT Community-Engaged Alliance. In this session, you will learn how we have moved from research on to research for and with communities through authentic listening, fostering relationships, and amplifying intergenerational voices. Our team, including community health champions, will share commonalities and highlights across five of our projects. Lessons learned will engage practitioners, researchers, students, organizations, and community members – after all, public health is for all!

Learning Objectives:

1. Participants will be able to describe and conceptualize ways to apply the PREVENT community-engaged alliance’s model for community engagement and collaboration in public health.
2. Participants will be able to identify the opportunities and advantages of collaborating with other projects working toward public health goals.
3. Participants will be able to reflect on lessons learned from PREVENT’s community health champions.

Team Ultra is an afterschool physical fitness, nutrition education and character-building program. Beginning as a running club in one elementary school, Team Ultra now operates in all six elementary schools within Marshall County and was piloted at both middle schools in the 2023/24 school year. WellCare of Kentucky and the Marshall County Health Department have partnered together since 2014, expanding the scope and reach of programming. The session will highlight partnership, programming and outcomes.

Learning Objectives:

1. Audience will learn about Team Ultra programming, gaining insight for implementation strategies and initiative development in their own community.
2. Audience will learn ways to build partnerships between schools and health entities.
3. Audience will learn ways to track outcomes to produce viable data.

Public health practitioners want data to be like vegetables the freshest in the market. Decisions concerning new overdose prevention policy and programs require high quality timely data. To have the freshest data possible, we need the four A's: timely Access, robust Analytics, Assurance of high quality, and Availability of surveillance finding to others. This session will address strategies for ensuring the four As in overdose surveillance.

Learning Objectives:

1. Identify issues with data timeliness and quality.
2. Differentiate between successful and unsuccessful strategies to improve data.
3. Select strategies to improve their own access to the freshest data.

A discussion of how ESSENCE and syndromic surveillance (SyS) data has been utilized to impact Kentucky Tracking (KY Tracking). It will begin with a brief overview of SyS, how it was first utilized for KY Tracking, the most recent updates to the KY Tracking SyS data, and how the data can be further utilized for a fresh perspective.

Learning Objectives:

Attendees will learn how to adjust ESSENCE query definitions to meet new standards, various ways of approaching SyS data, how to adjust SyS data, and new ways of downloading and working with SyS data. Additionally, we will provide an awareness of current tools, methodologies, and existing reports to support awareness and action for these conditions.

WellCare Health Plans has partnered with many organizations to address barriers to health care. Transportation has and will continue to be a major barrier, especially in our more rural areas. Come ready to learn about how partnerships and programs can address transportation barriers!

Learning Objectives:

1. Audience will learn about the Community Connections model designed to remove barriers to healthcare through a database used to connect high risk populations to needed social service related resources.
2. Audience will learn about the health and financial impact of programs and partnerships with social service agencies for the community.
3. Audience will learn about transportation initiatives and partnerships and why community based organizations are important partners in improving health outcomes.

This presentation will explore the value of strong community partnerships and how they can impact food insecurity in communities. By incorporating a local farm, a large food pantry network and a health insurance provider, you will hear how high-quality meal options became a reality for low income and vulnerable populations.

Learning Objectives:

1. Learn about food insecurity through the state of Kentucky via data.
2. Learn about forming community partnerships which support a Farm to Table model.
3. Learn ways to incorporate food cultural sensitivity to model.

Rapid Actionable Data for Opioid Response in Kentucky (RADOR)-KY is a novel system being developed by researchers at the University of Kentucky, with support from federal funding and guidance from state stakeholders. The system will use timely data from different state agencies to assist in monitoring and responding to the ongoing opioid overdose crisis. RADOR-KY will feature modern customizable dashboards, hot-spot maps, and forecasting of opioid overdose incidents using predictive analytics and machine learning.

Learning Objectives:

1. Attendees of this session will be able to describe what data sources will be included in the RADOR-KY data system.
2. Attendees will learn about machine learning forecasting and how predictive analytics could be utilized to inform their planning and response efforts.

This session delves into the recent Cryptosporidiosis outbreak in Northern Kentucky, linked to multiple water recreational facilities. Since June 28, 2024, the region has reported over one hundred linked cases. The outbreak underscores the challenges of controlling waterborne pathogens in recreational settings, particularly when standard disinfection methods fail against the resilient Cryptosporidium parasite. Join us as we examine the outbreak’s timeline, impacted water activities, the public health response, and key lessons for protecting community health from similar future threats.

Learning Objectives:

1. Assess the impact of disinfection protocols.
2. Examine the barriers to timely testing and reporting.
3. Analyze the importance of targeted public health communication.

In today’s evolving public health landscape, understanding and appreciating differences is key to building inclusive and effective teams. In public health, diversity isn’t just a value—it’s a driver of better outcomes. This session explores the meaning of diversity and awareness in today’s workplace, the importance of appreciating differences, and how behaviors are perceived in diverse teams. Gain practical skills to manage sensitive situations and create an inclusive, collaborative environment where everyone can thrive. Learn how to turn challenges into opportunities, strengthen your team, and elevate public health outcomes by leveraging the unique strengths of a diverse workforce. Walk away inspired and equipped to make a lasting impact through effective leadership.

Learning Objectives:

1. Understand the role of diversity, awareness, and the impact of labels in fostering collaboration and positive public health outcomes.
2. Explore how differences, labels and beliefs shape perceptions of behaviors and their impact on workplace relationships and service delivery.
3. Examine the influence of biases in public health settings and their effect on team dynamics and client interactions.
4. Develop practical skills to navigate differences and demonstrate cultural sensitivity in managing workplace interactions and ensuring inclusive public health service delivery.

Tailored and culturally responsive tobacco prevention programming is integral in addressing tobacco use in communities of color, yet programs with limited resources may face barriers in collecting community data to inform programming. EMPOWER is an initiative within the University of Kentucky’s PREVENT Community-Engaged Alliance focused on reducing menthol and other flavored tobacco product use among communities of color through participatory action research, art advocacy, innovative capturing of community voice, and culturally responsive programming. By using these methods, EMPOWER captures local concerns, attitudes, and barriers related to tobacco use and uses them to inform the development of intervention strategies.

Learning Objectives:

1. Participants will be able to synthesize the current tobacco landscape and industry targeting strategies.
2. Participants will be able to identify culturally responsive approaches for reducing tobacco use among BIPOC communities.
3. Participants will be able to summarize innovative approaches for building community capacity among historically marginalized communities.

This session will focus on the progress, challenges, and future priorities in advancing the health and well-being of women and girls as outlined in the Beijing Declaration. The presenter will discuss key issues such as reproductive and mental health, impacts of gender-based violence, and emerging challenges like climate change and the pandemic. Through data insights, case studies, and interactive discussions, attendees will gain a comprehensive understanding of current healthcare gaps for women and girls and collaborate on actionable steps to strengthen gender-responsive health policies and practices worldwide.

Learning Objectives:

1. Identify Key Health Priorities for Women and Girls: Understand the critical health issues affecting women and girls, including reproductive health, mental health, and the impacts of gender-based violence, as outlined in the Beijing Declaration and Platform for Action.
2. Analyze Emerging Health Challenges: Examine how intersecting factors—such as climate change, the COVID-19 pandemic, and digital health disparities—impact women and girls' health globally, with a focus on developing effective, gender-responsive health interventions.
3. Develop Actionable Strategies for Policy and Practice: Collaborate on practical, evidence-based strategies to address healthcare gaps and promote policies that advance the well-being of women and girls, supporting the goals of gender equality and sustainable health outcomes.

Much attention has been given to the long-term and chronic health effects of e-cigarette use, but what about the more immediate repercussions? This presentation will walk through Kentucky Poison Control Center data on e-cigarette-related poisonings and how they have correlated with adult and youth e-cigarette use in the commonwealth over recent years. The first public analysis of its kind in Kentucky, this session will highlight trends and consequences of e-cigarette-product exposures.

Learning Objectives:

1. Present key data on e-cigarette-related poisoning cases reported to poison control centers.
2. Discuss the importance of a comprehensive view of the effects of e-cigarette use.
3. Explore potential outcomes and best practices related to e-cigarette product exposure by children.

Schools are a first-line defense in the fight against youth e-cigarette use, but preventing and addressing nicotine dependence in an ever-shifting federal, state and local landscape can be challenging. Fortunately, multiple tools are available that school staff can use to understand and address the complex issue of youth e-cigarette use. This session will review these tools and explain how a renewed focus on school policy can help move the needle, particularly in the wake of Kentucky’s 2024 revised tobacco-free schools bill.

Learning Objectives:

1. Describe state statutes related to tobacco use on school properties and other applicable laws and regulations.
2. Explain how the 2025 Tobacco-Free Schools Policy Playbook can support schools in achieving compliance with state statutes and lowering youth tobacco use.
3. Understand the rationale behind updating 2021 tobacco-free school tools and apply similar approaches to adapt resources for changing public health needs.

Kentucky Department for Public Health and Divine Nine partner up to fight HIV stigma within high-risk populations by providing education, testing and linkage to care. The seven largest universities across the state served as vital locations to test minorities college students. The initiative was largely successful due to the amount of students tested and supplies/ educational materials given out.

Learning Objectives:

1. Promote and increase HIV testing within young adults ages 15-24 years old by 30%.
2. Expand pre-exposure prophylaxis (PrEP) and sexually transmitted infection awareness on college campuses by 40%.
3. Link all individuals testing positive to treatment services.

This session, presented by the Kentucky Department for Public Health's Oral Health Branch, will explore the history, current status, and prognosis of water fluoridation in Kentucky, examining both its successes and challenges and delving into alternative approaches to promoting oral health through fluoride. Includes Q&A with subject matter expert, Dr. Julie Watts McKee, State Dental Director.

Learning Objectives:

1. Understand of the history and foundation of community water fluoridation policies and procedures in Kentucky.
2. Understand scientific basis for safety and efficacy of community water fluoridation.
3. Learn about emerging fluoridation delivery methods that do not rely on community water fluoridation.

Tickborne diseases in Kentucky, including Lyme disease, are on the rise in recent years. Black-legged ticks (I. scapularis) are the main vector responsible for Lyme disease transmission in the United States, in addition to other pathogens. Historically, the distribution of the black-legged ticks and the pathogens they carry in Kentucky have been poorly understood. To address this, a collaborative effort with State, Federal, and University partners was initiated to take a step towards improving surveillance of black-legged ticks and the pathogens they are carrying in Kentucky.

Learning Objectives:

1. Emphasize the need for improved tick surveillance throughout Kentucky.
2. Demonstrate the importance of partner collaboration to building tick surveillance capabilities in Kentucky.

Discover how community health workers (CHWs) address critical social determinants of health, build trust with patients, and advocate for health equity. Drawing from firsthand experiences in Kentucky, this session highlights the transformative role of CHWs in healthcare navigation, patient advocacy, and fostering stronger connections between healthcare systems and communities.

Learning Objectives:

1. Identify the key roles and contributions of community health workers (CHWs) in addressing social determinants of health (SDOH) and improving patient outcomes.
2. Explore the value of integrating CHW insights into public health strategies to advance patient-centered care and equity.

Examine the impact of paid media campaigns on engagement with tobacco quitlines, a resource that can double a tobacco-user's chances of quitting smoking. This presentation will review how Kentucky has historically allocated paid media resources and how those decisions have influenced quitline engagement. By discussing the use of nearly $5 million in funds over a five-year period, learn how campaigns with specific focuses influenced overall engagement with Kentucky’s tobacco treatment resources, with particular attention given to reaching populations that are most likely to use tobacco.

Learning Objectives:

1. Understand the effectiveness, including cost effectiveness, of tobacco quitlines.
2. Describe strategies for optimizing quitline awareness and engagement.
3. Evaluate the impact of paid media campaigns on tobacco quitline engagement.