Beyond demographics: Mixed-methods research for effective communication tools to prevent tobacco use in Hispanic adolescents and young adults

超越人口统计：有效沟通工具的混合方法研究，以防止西班牙裔青少年和年轻人使用烟草

• 批准号: 9882971
• 负责人: Meghan Bridgid Moran
• 金额: $ 17.83万
• 依托单位: JOHNS HOPKINS UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-03-01 至 2022-02-28
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/9882971
• 关键词: 21 year old; Acculturation; Address; Adolescent and Young Adult; Area; Attitude; Behavior; Belief; Characteristics; Collaborations; Communication; Communication Tools; Communities; Country; Cuban; Data; Development; Education; Effectiveness; Environment; Equilibrium; Exposure to; Focus Groups; Future; Health Communication; Hispanics; Individual; Industry; Inequality; Knowledge; Language; Letters; Maps; Marketing; Methods; Mexican; Motivation; Not Hispanic or Latino; Outcome; Participant; Perception; Persons; Population; Population Heterogeneity; Predisposition; Puerto Rican; Race; Research; Research Methodology; Risk; Sampling; Subgroup; Target Populations; Techniques; Testing; Thinking; Tobacco; Tobacco use; Training; Variant; Vulnerable Populations; Work; Youth; base; behavior change; cancer risk; demographics; design; disadvantaged population; evidence base; health disparity; innovation; novel; novel strategies; psychologic; public policy on tobacco; social; social culture; tobacco advertising; tobacco control; tobacco exposure; tobacco prevention; tobacco-free; tool; transmission process; webinar; young adult

PROJECT SUMMARY Health communication campaigns are a critical part of tobacco control policy, but may exacerbate health disparities if they are not thoughtfully designed. Specifically, communication campaigns tend to benefit more advantaged populations (e.g., non-Hispanic white, higher SES) while failing to reach or resonate with more disadvantaged populations. Moreover, these disadvantaged populations are exposed to tobacco marketing at disproportionately high rates. These communication inequalities can result in disparities in the rates of tobacco use. To address these health disparities, tobacco prevention campaigns must (1) be based on in-depth formative evidence in order to reach and resonate with groups most at risk for tobacco use, and (2) successfully compete with and counteract the effects of pro-tobacco marketing. This requires going beyond simple demographic targeting (by race, SES, etc.) to produce messages that deeply resonate with the target population’s social and cultural lives. To accomplish this, the proposed study uses an innovative blend of methods to understand tobacco use among Hispanic adolescents and young adults. Hispanics have higher rates of susceptibility to tobacco use, and comprise approximately one quarter of the US youth population, making them an important group for tobacco control. Moreover, much research on Hispanics fails to examine the considerable differences in this population by ethnic heritage (e.g., Mexican, Cuban, etc.). The current project will (Aim 1) Identify unique and cross-cutting psychological, social and cultural influences on tobacco use among Hispanic youth and young adults at-risk for tobacco use, and (Aim 2) Describe the pro-tobacco communications environment to which Hispanic youth are exposed. Aim 1 will be accomplished through a mix of online discussions and in-person focus groups. Online discussions are an innovative technique that allow us to obtain a diverse sample of Hispanic 15-21 year olds to examine key sub-group differences. In-person focus groups will be held in four US MSAs with the highest number of Hispanics. The in-person focus groups allow us to focus more intensely on key themes identified in the online discussions. The focus groups will use innovative techniques to access thoughts, opinions and motivations that may be difficult for participants to articulate, and will produce a deep understanding of tobacco use in this population. Aim 2 will conduct a content analysis of tobacco marketing targeting Hispanics. We will use data from the content analysis to identify key marketing tactics, and will obtain focus group participants’ perspectives on these tactics. Ultimately, these findings will be disseminated to stakeholders in collaboration with our partners at Campaign for Tobacco-Free Kids (CTFK). We will develop an online toolkit that stakeholders can access on-demand, webinars to provide more focused education, and will work with CTFK to integrate our findings into their trainings. Ultimately, this project will produce novel, in-depth information to support efforts to communicate more effectively about tobacco with Hispanic youth and young adults, and to restrict tobacco marketing targeting youth.

项目总结 健康宣传活动是烟草控制政策的重要组成部分，但可能会加剧健康。 如果它们没有经过深思熟虑的设计，就会造成巨大的差距。具体地说，沟通活动往往受益更多。 优势群体(例如，非西班牙裔白人、较高的SES)，但未能达到或与更多人产生共鸣 弱势群体。此外，这些弱势群体暴露在烟草营销的风险之下 利率高得不成比例。这些交流不平等可能导致烟草比率的差异。 使用。为了解决这些健康差距，烟草预防运动必须(1)基于深入的 形成证据，以便接触到烟草使用风险最高的群体并引起共鸣；以及(2) 成功地与支持烟草的营销竞争并抵消其影响。这需要超越 简单的人口统计目标(按种族、SES等)以产生与目标产生深刻共鸣的信息 人口的社会和文化生活。为了实现这一点，拟议的研究使用了创新的混合 了解西班牙裔青少年和年轻人烟草使用情况的方法。西班牙裔有更高的 吸烟敏感率，约占美国青年人口的四分之一， 使他们成为控烟的重要群体。此外，许多关于拉美裔美国人的研究未能检验 这些人口按民族血统(如墨西哥人、古巴人等)划分的差别很大。海流 项目将(目标1)确定对烟草的独特和贯穿各领域的心理、社会和文化影响 在西班牙裔青年和有烟草使用风险的青年中使用，并(目标2)描述支持烟草的 西班牙裔青年接触到的通信环境。目标1将通过混合实现 在线讨论和面对面焦点小组。在线讨论是一种创新的技术，它使我们能够 获取15-21岁西班牙裔青少年的不同样本，以检查关键亚群的差异。面对面聚焦 小组将在四个拉美裔人数最多的美国MSA举行。面对面的焦点小组允许 我们将更加密切地关注在线讨论中确定的关键主题。焦点小组将使用 使用创新技术获取参与者可能难以获得的想法、观点和动机 清楚地表达，并将对这一人群中的烟草使用产生深刻的了解。目标2将进行一次 针对拉美裔美国人的烟草营销内容分析。我们将使用内容分析中的数据来 确定关键的营销策略，并将获得焦点小组参与者对这些策略的看法。 最终，这些调查结果将与我们的合作伙伴一起在Campaign上传播给利益相关者 无烟草儿童(CTFK)。我们将开发一个利益相关者可以按需访问的在线工具包， 网络研讨会，提供更有针对性的教育，并将与CTFK合作，将我们的发现整合到他们的 训练。最终，这个项目将产生新的、深入的信息，以支持交流的努力 更有效地向西班牙裔青年和年轻人宣传烟草，并限制烟草销售 以年轻人为目标。

项目成果

Perceptions of and Experiences With Cigarette and E-Cigarette Use Among a Diverse Population of US Latino Adolescents and Young Adults.

• DOI: 10.1177/08901171221151125
• 发表时间: 2023-06
• 期刊: AMERICAN JOURNAL OF HEALTH PROMOTION
• 影响因子: 2.7
• 作者: Alonso, Fernanda;Rath, Jessica;Ramirez, A. Susana;Cantrell, Jennifer;Jordan, Ashton;Suarez, Sebastian;Moran, Meghan B.
• 通讯作者: Moran, Meghan B.