Countering Young Adult Tobacco Marketing in Bars

打击酒吧中的青少年烟草营销

• 批准号: 8716687
• 负责人: Pamela May Ling
• 金额: $ 128.94万
• 依托单位: UNIVERSITY OF CALIFORNIA, SAN FRANCISCO
• 依托单位国家: 美国
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-08-04 至 2016-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8716687
• 关键词: Address; Adolescent; Adult; Advertising; Affect; Age; Attitude; Belief; Cessation of life; Child; Cigarette; Cities; Clinical; Communities; Contracts; Counseling; Data; Disease; Environmental Tobacco Smoke; Event; Exposure to; Focus Groups; Health; Health Campaign; Industry; Instruction; Intervention; Life Style; Malignant Neoplasms; Market Research; Marketing; Measures; Morbidity - disease rate; Music; Outcome; Patient Self-Report; Patients; Population; Public Health; Research; Research Design; Sampling; Smoker; Smoking; Smoking Behavior; Social Marketing; Tobacco; Tobacco Industry; Tobacco use; Youth; addiction; age group; artist; base; control trial; design; high risk; improved; mortality; novel; prevent; public policy on tobacco; research study; smoking prevalence; social; tobacco advertising; tobacco prevention; tool; young adult

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.

该项目通过开发干预措施来解决烟草相关疾病的预防 年轻人的烟草行业营销（18-25岁）。几乎所有的预防烟草工作集中 尽管过渡 从实验到定期吸烟和成瘾，经常在成年期间发生。烟草 行业已经投资了数百万美元，以对年轻人进行复杂的营销研究。由于 当前对青年营销的限制，年轻人已成为更重要的重点 烟草营销工作经常强调“仅成人”场所的活动（酒吧，夜总会和 赌场），免受这些限制。我们假设成功与之竞争 这些场所的行业促进将防止年轻人吸烟，以防止长期 吸烟的发病率和死亡率。初步数据：在我们先前的研究中，我们确定了高风险 加利福尼亚州圣地亚哥的年轻人的亚人群：“时髦”亚文化，专注于替代方案 音乐界，当地艺术家和设计师以及折衷的自我表达。我们建立了一年的飞行员社交 使用社交活动和社会领导者来减少该群体中吸烟的品牌干预措施 促进强烈的非吸引人的生活方式。干预理由是基于利用行业市场 定义目标受众并直接对抗烟草行业生活方式营销的研究工具 策略。现在，我们建议利用来自其他三个州的合同来扩展此干预措施，并 在多中心实验对照试验中对其进行评估。 研究设计：1）横截面重复措施设计与人口的随机样本 参加四个干预城市的酒吧和夜总会，以及基线的四个比较社区，期间 干预后。主要结果是在30天的吸烟中自我报告。停止 到30岁时，几乎避免了吸烟的所有长期健康后果。这项研究的结果将 改善了年轻成人目标消息传递的方法，包括公共卫生运动和临床 患者咨询以阻止从实验到成为既定的上瘾吸烟者的过渡。 相关性（请参阅说明）： 烟草使用造成35％的癌症死亡，年轻人（18-25岁） 任何年龄段的吸烟患病率。所有与烟草相关的癌症都通过防止人们的影响 成为长期上瘾的吸烟者，到30岁时停止避免了几乎所有长期不良影响 吸烟。这项研究将评估四个州的新干预措施，以应对侵略性烟草 针对酒吧和夜总会的年轻人的营销努力，以增加烟草控制政策和阻塞 从实验到成为既定的上瘾吸烟者的过渡。