The New California Gold Rush is a campaign to encourage more dental hygienists to intervene with tobacco users by incorporating the Ask. Advise. Refer. model into practice. The campaign aims to increase the percentage of hygienists asking about tobacco use and referring users to the California Smokers' Helpline from 55.9% to 75% and from 50% to 75% respectively. It also aims to increase monthly referrals from dental offices from 10 to 18 calls through incentives and partnerships with organizations like Philips Sonicare and OraPharma.

1. Dental Hygienists
2010 Helping Tobacco
Users Quit
The New California
Gold Rush
The New California Gold Rush is a campaign to encourage dental hygienists
to intervene with tobacco users.
This campaign coincides with Healthy People 2010 national health objectives.
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2. The New California Gold Rush
Vision
• All dental hygienists in California
incorporate the Ask. Advise. Refer.
model into clinical practice.
The first vision of The California Gold Rush is for all dental hygienists in
California incorporate the Ask. Advise. Refer. model into clinical practice.
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3. The New California Gold Rush
Vision
• This tobacco intervention initiative
to be used as an example for other
state constituents to follow.
The second vision of the Gold Rush campaign is that this tobacco intervention
initiative can be used as an example for other state constituents to follow.
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4. The New California Gold Rush
Goals
• Increase the number of dental
hygienists who ask about tobacco
use and refer tobacco users to the
California Smokers’ Helpline.
Smokers’
The first goal of the Gold Rush campaign is to increase the number of dental
hygienists who ask about tobacco use and refer tobacco users to the
California Smokers’ Helpline.
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5. The New California Gold Rush
Goals
• Increase the number of referrals
(Calls to Helpline) from dental
hygienists and dental offices.
The second goal is the increase the number of calls to the California Smokers’
Helpline from dental hygienists and dental offices.
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6. Where are we now?
• 55.9% of hygienists ask about
tobacco use.
• 50% of hygienists refer tobacco
users to the Helpline.
• Helpline referrals from dental
offices average about
10 calls per month.
Where are we now?
According to a baseline survey, 55.9% of hygienists ask about tobacco use.
50% of hygienists refer tobacco users to the California Smokers’ Helpline.
Helpline referrals from dental offices average about 10 calls per month.
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7. Where do we want to be?
By 2010. . . .
Ask from 55.9% to 75%
Refer from 50% to 75%
Calls from 10 calls to 18 calls
Where do we want to be?
The New California Gold Rush partners have agreed that we can increase
these percentages to 75% by 2010, and increase the number of referrals from
dental hygienists and dental offices to 18 calls per month by 2010.
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8. How will we get there?
• Through a wide array of strategies
used by the Gold Rush partners,
including partnered mailings,
constant contact e-communications,
and community outreach.
How will we get there?
To reach the target goal, the partners will participate in a wide array of
strategies including partnered mailings, constant contact e-communications
and community outreach.
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9. How will we get there?
• Sonicare and OraPharma reps
visiting dental offices.
• An incentive-based campaign.
• A website dedicated to
the campaign.
Sonicare and OraPharma sales reps will promote the Gold Rush campaign to
the dental offices they visit.
A year long incentive-based competition, and web site dedicated to the
campaign.
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10. How will we know we are
getting there?
• Monthly Summary Reports.
• The Helpline keeping track of calls
from dental hygienists and dental
offices.
• Surveying hygienists in 2009
and again in 2010.
How will we know we are getting there?
Through a monthly Summary Report to all partners.
The Helpline will keep track of calls from dental hygienists and dental offices.
We will survey hygienists at the end of the competition and again in 2010.
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11. LOG IN TO WIN! Competition
• June 1, 2008 through May 31, 2009.
• Keep track of how many tobacco
users receive a Gold Card from you.
• Report the number of referrals.
The LOG IN TO WIN! competition began on June 1, 2008 and will continue
through May 31, 2009.
Participants will keep track of how many tobacco users they refer to the
California Smokers’ Helpline and receive a Gold Card from them.
Report the number of Gold Cards you gave out to tobacco users on the LOG
IN TO WIN! registration page.
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12. LOG IN TO WIN! Competition
Monthly Prizes
2 prizes awarded each month
1. Highest number of referrals
2. Random drawing
Two prizes will be awarded each month.
Once participants have registered and reported their referrals, they will be
eligible to receive great prizes along the way.
A prize will be awarded to the dental hygienist with the highest number of
referrals at the end of each month.
Monthly participants will be eligible to receive a prize through a random
drawing.
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13. LOG IN TO WIN!
Highest Number of Referrals
• Nordstrom Spa Gift Card
• iPod Shuffle with iTunes Gift Card
• New Lifestyles Pedometer
• 24 Hour Fitness Membership
• Williams Sonoma Gift Card
• Macy’s Gift Card
Macy’
• More Gift Cards
Sponsored by Philips
Sonicare and SCLC
Each month the hygienist with the highest number of referrals will receive one
of these great prizes sponsored by the Smoking Cessation Leadership Center
(SCLC) and Philips Sonicare.
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14. LOG IN TO WIN!
Random Drawing
• CDHA Homestudy Course
• Oral Cancer Reference Manual
• Sonicare Flash Drive
• Jamba Juice Gift Cards
• Starbucks Gift Cards
• See’s Candies Gift Cards
See’
Sponsored by CDHA,
Philips Sonicare and SCLC
Every month participants will be eligible to receive a prize through a random
drawing.
The monthly prizes will include. . . .Sponsored by CDHA, SCLC and Sonicare.
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15. LOG IN TO WIN!
GRAND PRIZE
• 1 year ADHA Membership
• Registration to the 2009 ADHA
Annual Session, Washington, D.C.
• Roundtrip airfare
• 4 nights accommodation at the
Omni Shoreham Hotel
• Crystal Award
Sponsored by
Philips Sonicare
All registered participants will be eligible to compete for the GRAND PRIZE.
The GRAND PRIZE will be awarded to the one dental hygienist who makes
the greatest number of referrals by the end of the competition. . . .May 31,
2009.
The GRAND PRIZE is sponsored by Philips Sonicare.
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16. How Do You LOG IN TO WIN?
How do you LOG IN TO WIN?
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17. Go to www.cdha.org. Click on the LOG IN TO WIN! link.

18. First you will need to order some Take Charge Gold Cards from the California
Smokers’ Helpline.
There is a Spanish wallet card available as well as other FREE promotional
materials.
Order Gold Cards online or download and print an order form then fax the
order form to the Helpline.

19. Click on this link to register for the competition and report your referrals.

20. Fill out this form and report the number of Gold Cards you gave out to tobacco
users.
You can fill out the report at the end of the day or work week. . . .or at any time
that is convenient for you.
Click here for the competition rules.

21. The competition rules are listed here along with all the great prizes to be
awarded.

22. Promotion of the
LOG IN TO WIN! Competition
Here is how to promote the LOG IN TO WIN! competition.
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23. Promotion of the
LOG IN TO WIN! Competition
• CDHA Meetings
• Component Meetings
• Constant Contact e-mailers
• Component Newsletters
• Partnered Mailers
This PowerPoint presentation can be used to promote the competition through
CDHA and components meetings, constant contact e-mailers, websites, and
component newsletters.
The Gold Rush partners will send a jumbo post card to encourage dental
hygienists to LOG IN TO WIN!
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24. Promotion of the
LOG IN TO WIN! Competition
Partnered Mailer
This is the first partnered mailer was sent to 14,730 registered dental
hygienists in November 2008.
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25. Promotion of the
LOG IN TO WIN! Competition
Component Websites
This simple message is available to be posted on component websites.
It also can be used for component electronic newsletters.
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26. Promotion of the
LOG IN TO WIN! Competition
CDHA Journal and Component
Newsletters
Here is a print ad that can be published in the CDHA Journal and Component
newsletters.
This also can be posted on websites as well.
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27. Tobacco Treatment Resources
On the Gold Rush web site, there are several tobacco treatment resources
available to help your patients in their tobacco cessation efforts.
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28. On The New California Gold Rush website, a new feature has been added to
the website, “Click-to-call.”
Click-to-call is quick, convenient, and free! Those patients who would like help
quitting can simply click on the icon to speak with a Helpline counselor. After
selecting the Click-to-call icon, a box will appear where the patient can type in
their telephone number, and indicate when they would like a call back (either
right away or up to 5 minutes). A Helpline counselor will return their call and
work with the patient to create an individual quit plan.

29. You can download and print the ADHA Tobacco Treatment Protocols for the
Dental Practice, and view webcasts that will help you implement the Ask.
Advise. Refer. model into clinical practice.
EX is a free plan that will help your patients stop smoking.
The Health Consequences of Smoking on the Human Body outlines the
effects of smoking on different organs of the body.
There a several tobacco treatment continuing education courses available to
you.

30. The New California
Gold Rush
Partnership
California Dental Hygienists’ Association
Hygienists’
Smoking Cessation Leadership Center
California Smokers’ Helpline
Smokers’
California Diabetes Program
American Cancer Society
Philips Sonicare
OraPharma
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