Objective: Tobacco use remains a leading cause of preventable disease and death in the U.S. Despite the proven effectiveness of quitlines in aiding tobacco cessation, their utilization remains low. In response, Illinois implemented a comprehensive media campaign to boost the utilization of the Illinois Tobacco Quitline (ITQL). This study evaluated the reach and impact of the ITQL media campaign on adult smokers in Illinois by assessing campaign awareness, receptivity, and impact on key outcomes. Methods: A cross-sectional online survey with 1,122 Illinois adult smokers ages 18-54 collected data at three time points between 2021 and 2023. Demographics, smoking status, campaign awareness, and perceived effectiveness of ads were assessed. Participants reported key outcomes including recall of 4 facts from campaign content, opinions of ITQL, concerns about how smoking will lower their quality of life or damage their health in the future, prioritization of quitting, and past quitline usage. Analyses included descriptive statistics, chi-square tests, and logistic regression to compare proportions between campaign-aware and unaware participants and explore if recall predicted key outcomes. 2 Results: The campaign reached 77% of the audience with no significant change in awareness across waves. Video advertisements were perceived as highly effective. Campaignaware individuals had significantly higher odds of recalling facts (OR = 1.43-2.89, p < .05), highly prioritizing quitting (OR = 1.59, p < .05), and reporting past quitline usage (OR = 33.33, p < .001), compared to campaign-unaware individuals. Conclusions: The ITQL media campaign demonstrated substantial reach and had a favorable impact on the Illinois adult smoking population’s use of quitline services. The success of the campaign underscores the importance of well-researched and carefully executed strategic communication in promoting public health interventions. Findings highlight that investment in such campaigns can yield substantial public health benefits by encouraging desirable health behaviors.