Countering Young Adult Tobacco Marketing in Bars

该项目通过制定干预措施来预防与烟草有关的疾病。 烟草行业面向年轻人(18-25岁)的营销。几乎所有的烟草预防工作都集中在 关于防止儿童和青少年尝试吸烟，尽管过渡 从实验到有规律的吸烟和上瘾通常发生在青年时期。烟草 该行业在针对年轻人的复杂市场研究上投入了数百万美元。因为. 目前对年轻人的营销限制，年轻人已经成为一个更加重要的焦点 烟草营销努力，通常强调“成人专用”场所的活动(酒吧、夜总会和 赌场)，不受这些限制。我们假设成功地与之竞争 这些场所的行业推广将防止年轻人吸烟，从长远来看， 吸烟的发病率和死亡率。初步数据：在我们之前的研究中，我们确定了高风险 加利福尼亚州圣地亚哥的年轻人亚群：“潮人”亚文化，一个专注于另类选择的群体 音乐界，本土艺术家和设计师，以及兼收并蓄的自我表达。我们开发了一个为期一年的试点社会 品牌干预，以减少这一群体的吸烟，利用社交活动和社会领袖来 提倡强烈的无烟生活方式。干预的理论基础是利用行业市场。 确定目标受众和直接对抗烟草行业生活方式营销的研究工具 战略。我们现在提议利用另外三个国家的合同来延长这一干预，并 在多中心准实验对照试验中进行评价。 研究设计：1)随机抽样的横断面重复测量设计 参加四个干预城市和四个对照社区的酒吧和夜总会， 在干预之后。主要结果是自我报告的过去30天的吸烟率。停止 到30岁时，几乎可以避免吸烟带来的所有长期健康后果。这项研究的结果将 改进针对年轻人的有针对性的信息传递方法，用于公共卫生活动和临床 患者咨询，以阻止从实验到成为已成瘾的吸烟者的过渡。 相关性(请参阅说明)： 吸烟占癌症死亡的35%，年轻人(18-25岁)的比例最高 任何年龄段的吸烟率。所有与烟草有关的癌症都会受到防止人们患上 成为长期吸烟者，并在30岁前戒烟几乎可以避免所有长期的不良影响 抽烟。这项研究将评估四个州的一种新的干预措施，以对抗侵略性烟草 针对酒吧和夜总会中的年轻人的营销努力，以加强烟草控制政策并阻止 从实验到成为已成瘾吸烟者的转变。

This project addresses the prevention of tobacco related diseases by developing an intervention to block tobacco industry marketing to young adults (age 18-25). Almost all tobacco prevention efforts concentrate on preventing children and adolescents from experimenting with cigarettes despite the fact that the transition from experimentation to regular smoking and addiction often occurs during young adulthood. The tobacco industry has invested millions of dollars in sophisticated marketing research on young adults. Because of current restrictions on marketing to youth, young adults have become an even more important focus of tobacco marketing efforts, which often emphasize events at "adult only" venues (bars, nightclubs and casinos), which are exempt from these restrictions. We hypothesize that successfully competing with industry promotion in these venues will prevent smoking among young adults, preventing both long term morbidity and mortality from smoking. Preliminary data: In our prior research, we identified a high risk subpopulation of young adults in San Diego, CA: the "hipster" subculture, a group focused on the alternative music scene, local artists and designers, and eclectic self expression. We developed a year long pilot social branding intervention to decrease smoking among this group, using social events and social leaders to promote a strong nonsmoking lifestyle. The intervention rationale is based on utilizing industry market research tools to define the target audience and directly countering tobacco industry lifestyle marketing strategies. We now propose to leverage contracts from three additional States to extend this intervention and evaluate it in a multicenter quasi-experimental controlled trial. Study Design: 1) cross-sectional repeated measures design with random samples ofthe population attending bars and nightclubs in four intervention cities and four comparison communities at baseline, during, and after the intervention. The main outcome is self-reported past 30 day smoking prevalence. Cessation by age 30 avoids nearly all the long term health consequences of smoking. The results of this research will improve approaches to young adult targeted messaging both for public health campaigns and for clinical patient counseling to block the transition from experimentation to becoming established addicted smokers. RELEVANCE (See instructions): Tobacco use is responsible for 35% of cancer deaths, and young adults (age 18-25) have the highest smoking prevalence of any age group. All tobacco-related cancers are affected by preventing people from becoming long-term addicted smokers, and cessation by age 30 avoids nearly all the long term ill effects of smoking. This research will evaluates a novel interventions in four States to counter the aggressive tobacco marketing efforts targeting young adults in bars and nightclubs to augment tobacco control policies and block the transition from experimentation to becoming established addicted smokers.