Social Interventions to address disparities In young adult tobacco use

项目总结(见说明)： 该项目开发了新的酒吧和夜总会干预措施，以解决年轻人(18-25岁)的烟草使用差距。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，尽管从实验到经常吸烟和上瘾的过渡往往发生在青年时期。烟草行业在针对年轻人的复杂营销研究上投入了数百万美元，并在针对少数族裔和其他弱势群体的宣传活动方面有着悠久的历史。我们假设成功地与之竞争 在社交场所进行行业推广将防止年轻人过渡到定期使用烟草，并促进早期戒烟努力，防止长期吸烟导致的发病率和死亡率。 初步数据：我们评估了一项针对圣地亚哥年轻成人Hipster(专注于另类音乐场景的引领潮流的社区)的社交营销干预，利用行业细分策略来确定目标受众，并直接对抗烟草行业的生活方式营销。我们发现，在目标社区，目前吸烟的人数显著减少了14%，其中意见领袖的减少幅度更大(22%)。我们现在提议应用干预战略来解决烟草使用问题。 旧金山/旧金山湾区少数族裔社区的差距。 研究设计：(1)对在旧金山/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，他们的人口统计特征，包括种族/民族多样性，以及吸烟行为。(2)初步测试针对具有最大潜力影响烟草差异的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。我们将利用定量、重复的横断面调查和定性访谈、焦点小组和观察。 在30岁前戒烟几乎可以避免吸烟带来的所有长期健康后果。这项研究的结果将促进努力消除年轻人中的烟草差距，并为公共卫生运动和临床患者咨询开发新的有针对性的信息战略。

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.