The New California Gold Rush is a campaign challenging California dental hygienists to Ask about tobacco use, Advise tobacco users to quit, and Refer tobacco users to the California Smokers' Helpline by giving them a Take Charge Gold Card. As a part of this campaign, there is a year-long incentive based competition, LOG IN TO WIN!, as a fun and creative way to help achieve our goals. This presentation outlines the campaign vision, goals and the strategies on how to achieve those goals. It also outlines how dental hygienists in California can participate in the LOG IN TO WIN! competition.

1. The New California Gold Rush Dental Hygienists Helping Tobacco Users Quit 2010

7. Ask from 55.9% to 75% Refer from 50% to 75% Calls from 10 calls to 18 calls Where do we want to be? By 2010. . . .

16. How Do You LOG IN TO WIN?

22. Promotion of the LOG IN TO WIN! Competition

24. Promotion of the LOG IN TO WIN! Competition Partnered Mailer

25. Promotion of the LOG IN TO WIN! Competition Component Websites

26. Promotion of the LOG IN TO WIN! Competition CDHA Journal and Component Newsletters

27. Tobacco Treatment Resources

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