Countering Young Adult Tobacco Marketing in Bars

打击酒吧中的青少年烟草营销

• 批准号: 8916039
• 负责人: Pamela May Ling
• 金额: $ 98.06万
• 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 2017-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8916039
• 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; Tobacco-Related Carcinoma; 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.

该项目旨在通过开发一种干预措施来预防烟草相关疾病， 烟草业向年轻人（18-25岁）推销烟草。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，尽管事实上， 从实验到经常吸烟和成瘾往往发生在年轻的成年人。烟草 工业界已投资数百万美元，对年轻人进行复杂的市场研究。因为 由于目前对青少年营销的限制， 烟草营销工作，往往强调在“成人专用”场所（酒吧、夜总会和 赌场），不受这些限制。我们假设成功地与 这些场所的行业推广将防止年轻人吸烟， 吸烟导致的发病率和死亡率。初步数据：在我们之前的研究中，我们发现了一种高风险 加利福尼亚州圣地亚哥的年轻人亚群：“嬉皮士”亚文化，一个专注于替代品的群体 音乐现场，当地艺术家和设计师，以及折衷的自我表达。我们开发了一个为期一年的试点社会 品牌干预，以减少这一群体中的吸烟，利用社会活动和社会领袖， 提倡强烈的无烟生活方式。干预的理由是基于利用行业市场 研究工具，以确定目标受众和直接打击烟草业的生活方式营销 战略布局我们现在提议利用另外三个国家的合同来扩大这一干预， 在多中心准实验对照试验中进行评估。 研究设计：1）横断面重复测量设计，随机抽取人群样本 基线时，在四个干预城市和四个比较社区参加酒吧和夜总会，期间， 在干预之后。主要结果是自我报告的过去30天吸烟率。停止 到30岁，几乎可以避免吸烟对健康的所有长期影响。这项研究的结果将 为公共卫生运动和临床活动改进针对年轻人的信息传递方法 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（参见说明）： 吸烟导致35%的癌症死亡，而年轻人（18-25岁）的死亡率最高。 任何年龄组的吸烟率。所有与烟草有关的癌症都受到阻止人们吸烟的影响。 成为长期上瘾的吸烟者，并在30岁之前戒烟，几乎可以避免所有的长期不良影响， smoking.这项研究将评估一种新的干预措施，在四个国家，以打击侵略性烟草 针对酒吧和夜总会的年轻人开展营销工作，以加强烟草控制政策， 从实验性吸烟者到已上瘾吸烟者的转变。