Background: The Quitline in Victoria, Australia has operated since 1992 and has evolved as the body of evidence regarding the effectiveness of Quitlines has grown. The research-based cessation service, originally established as a reactive call-in program, has developed into one of Quit Victoria's key resources. A range of demographic groups uses the service with 30% of callers disclosing a mental illness. This paper will outline a number of strategies used to maintain a best-practice, cost effective cessation service.

Strategy: Research and evaluation is integral to the development of Victoria's Quitline. A key strategy is participation in research projects that have informed the service. Protocols and guidelines for special needs groups are integrated effectively; staff recruitment and management practices ensure counselling is consistent with best practice; databases enable efficient recording, monitoring and evaluation. Placement of Quitline and the counsellors within Quit Victoria, a comprehensive tobacco control organization, is significant. It results in immediate access to latest information, and enables the service to effectively meet the demands of population-based campaign strategies and policies. Importantly, Quitline counsellors feel part of an organization that focuses on tobacco smoking prevention, cessation and smokefree public places, and they have opportunities to take on other professional roles.

Conclusion: More recent evaluation of the Victorian Quitline indicates a substantial increase in quit rate at 12 months with callers expressing high levels of satisfaction with the service. The Quitline continues to meet the demands placed upon it within a context of significantly increasing use driven by marketing and public policies.