Countering Young Adult Tobacco Marketing in Bars

描述（由申请人提供）：该项目通过制定干预措施来阻止烟草业向年轻人（18-25岁）营销，以解决烟草相关疾病的预防问题。几乎所有预防烟草的努力都集中在防止儿童和青少年尝试吸烟，尽管从尝试吸烟到经常吸烟和上瘾往往发生在青年时期。烟草业在针对年轻人的复杂营销研究上投入了数百万美元。由于目前对青少年营销的限制，年轻人已成为烟草营销工作的更重要的焦点，这些营销活动往往强调在“仅限成人”的场所（酒吧、夜总会和赌场）举行的活动，这些场所不受这些限制。我们假设，在这些场所成功地与行业推广竞争，将防止年轻人吸烟，防止吸烟的长期发病率和死亡率。初步数据：在我们之前的研究中，我们确定了加利福尼亚州圣地亚哥年轻人的高风险亚群：“潮人”亚文化，一个专注于另类音乐场景，当地艺术家和设计师以及折衷主义自我表达的群体。我们开展了一项为期一年的社会品牌干预试点活动，利用社会活动和社会领袖来推广一种强烈的不吸烟生活方式，以减少这一群体的吸烟率。干预的基本原理是基于利用行业市场研究工具来定义目标受众，并直接对抗烟草业的生活方式营销策略。我们现在建议利用另外三个国家的合同来扩大这一干预措施，并在一项多中心准实验对照试验中对其进行评价。研究设计：1)横断面重复测量设计，随机抽取4个干预城市和4个比较社区在干预基线、干预期间和干预后参加酒吧和夜总会的人口样本。主要结果是自我报告过去30天的吸烟率。在30岁之前戒烟几乎可以避免所有吸烟对健康的长期影响。这项研究的结果将改善针对年轻人的信息传递方法，既用于公共卫生运动，也用于临床患者咨询，以阻止从实验到成为既定的成瘾吸烟者的过渡。

DESCRIPTION (provided by applicant): 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 yearlong 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 of the 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.