Social Interventions to address disparities In young adult tobacco use

项目总结（见说明）： 该项目开发了新颖的酒吧和夜总会干预措施，以解决年轻人（18-25岁）的烟草使用差异。几乎所有的烟草预防工作都集中在防止儿童和青少年尝试吸烟上，尽管从尝试到经常吸烟和成瘾的过渡往往发生在青年时期。烟草业已投资数百万美元，对年轻人进行复杂的营销研究，并有针对少数群体和其他弱势群体的运动的悠久历史。我们假设成功地与 在社交场所推广烟草业将防止年轻人过渡到经常吸烟，并促进尽早戒烟，防止吸烟造成的长期发病和死亡。 初步数据：我们评估了一个社会营销干预的年轻成人嬉皮士（一个潮流的社区，专注于替代音乐场景）在圣地亚哥利用行业市场细分策略，以确定目标受众和直接对抗烟草行业的生活方式营销。我们发现，目标社区的吸烟率显著降低了14%，意见领袖的吸烟率降低幅度更大（22%）。我们现在建议采用干预策略来解决烟草使用问题 旧金山弗朗西斯科/湾区少数族裔社区的不平等。 研究设计：（1）对旧金山弗朗西斯科/湾区社交的年轻人进行市场细分研究，以描述酒吧亚文化的数量和规模，其人口统计特征，包括种族/民族多样性和吸烟行为。（2）对针对特定亚文化开发的新型社会营销干预措施的可行性和可接受性进行试点测试，这些措施最有可能影响烟草差异。我们将利用定量重复横断面调查和定性访谈，焦点小组和观察。 在30岁之前戒烟几乎可以避免吸烟对健康造成的所有长期后果。这项研究的结果将有助于消除年轻人的烟草差异，并为公共卫生运动和临床患者咨询制定新的有针对性的信息策略。

PROJECT SUMMARY (See instructions): This project develops novel bar and nightclub interventions to address tobacco use disparities In 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, and has a long history of campaigns targeting minority and other vulnerable populations. We hypothesize that successfully competing with industry promotion in social venues will prevent transitions to regular tobacco use among young adults, and promote early cessation efforts, preventing both long term morbidity and mortality from smoking. Preliminary data: We evaluated a social marketing intervention for young adult Hipsters (a trendsetter community focused on the alternative music scene) in San Diego utilizing industry market segmentation strategies to define the target audience and directly countering tobacco industry lifestyle marketing. We found a significant 14% reduction in current smoking in the target community with a larger reduction (22%) among opinion leaders. We now propose to apply the intervention strategy to address tobacco use disparities in minority communities in the San Francisco/Bay Area. Study Design: (1) market segmentation study of young adults socializing in San Francisco/Bay Area to describe the number and size of bar subcultures, their demographic profile including racial/ethnic diversity, and smoking behavior (2) pilot test the feasibility and acceptability of novel social marketing interventions developed for specific subcultures with the greatest potential to impact tobacco disparities. We will utilize quantitative repeated cross sectional surveys and qualitative interviews, focus groups and observations. Cessation by age 30 avoids nearly all the long term health consequences of smoking. The results of this research will improve efforts to eliminate tobacco disparities in young adults and to develop novel targeted message strategies for public health campaigns and for clinical patient counseling.