Social Branding to Decrease Smoking Among Young Adults in Bars
Social Branding to Decrease Smoking Among Young Adults in Bars
复制标题
DOI：
10.2105/ajph.2013.301666
复制
发表时间：
2014-04-01
影响因子：
12.7
通讯作者：
Glantz, Stanton A.
中科院分区：
文献类型：
--
作者：
Ling, Pamela M.;Lee, Youn Ok;Glantz, Stanton A.
目标。我们评估了一项针对“潮人”年轻人的社会品牌反烟草干预，该干预于2008年至2011年在加州圣地亚哥实施。我们进行了重复的横断面调查，随机抽样的年轻人去酒吧在基线和超过3年的随访。我们使用多项逻辑回归来评估日常吸烟、非日常吸烟和酗酒的变化，控制人口统计学特征、酒精使用、广告接受度、趋势敏感性和烟草相关态度。在干预期间，当前（过去30天）吸烟率从57%（基线）下降到48%（随访3时，P = 0.002），每日吸烟率从22%下降到15% （P < 0.001）。与潮人的关系与饮酒和吸烟之间存在显著的相互作用。在潮人酗酒者中，每日吸烟的几率（比值比[OR] = 0.44； 95%可信区间[CI] = 0.30, 0.63）和非每日吸烟的几率（OR = 0.57; 95% CI = 0.42, 0.77）在随访3时显著下降。在随访3时，酗酒也显著减少（OR = 0.64; 95% CI = 0.53, 0.78）。社会品牌宣传是减少酒吧年轻顾客吸烟的有效策略。
Objectives. We evaluated a Social Branding antitobacco intervention for "hipster" young adults that was implemented between 2008 and 2011 in San Diego, California.Methods. We conducted repeated cross-sectional surveys of random samples of young adults going to bars at baseline and over a 3-year follow-up. We used multinomial logistic regression to evaluate changes in daily smoking, nondaily smoking, and binge drinking, controlling for demographic characteristics, alcohol use, advertising receptivity, trend sensitivity, and tobacco-related attitudes.Results. During the intervention, current (past 30 day) smoking decreased from 57% (baseline) to 48% (at follow-up 3; P = .002), and daily smoking decreased from 22% to 15% (P < .001). There were significant interactions between hipster affiliation and alcohol use on smoking. Among hipster binge drinkers, the odds of daily smoking (odds ratio [OR] = 0.44; 95% confidence interval [CI] = 0.30, 0.63) and nondaily smoking (OR = 0.57; 95% CI = 0.42, 0.77) decreased significantly at follow-up 3. Binge drinking also decreased significantly at follow-up 3 (OR = 0.64; 95% CI = 0.53, 0.78).Conclusions. Social Branding campaigns are a promising strategy to decrease smoking in young adult bar patrons.