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

项目摘要 健康宣传活动是烟草控制政策的重要组成部分，但可能会加剧健康状况 如果没有经过深思熟虑的设计，就会出现差异。具体而言，沟通活动往往受益更多 少数群体（例如，非西班牙裔白色，更高的社会经济地位），而未能达到或共鸣， 弱势群体。此外，这些处境不利的人口在烟草市场上受到影响， 比例过高。这些沟通上的不平等会导致烟草使用率的差异 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 形成性证据，以接触烟草使用风险最大的群体并与之产生共鸣，以及（2） 成功地与亲烟草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、社会经济地位等）产生与目标产生深刻共鸣的信息 人民的社会和文化生活。为了实现这一目标，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的方法。西班牙裔的比例更高 烟草使用的易感率，约占美国青年人口的四分之一， 使他们成为烟草控制的重要群体。此外，许多关于西班牙裔的研究未能考察 这一人群中种族遗产的巨大差异（例如，墨西哥人、古巴人等）。当前 项目将（目标1）确定对烟草的独特和跨领域的心理、社会和文化影响 西班牙裔青年和有烟草使用风险的年轻人的使用情况，以及（目标2）描述支持烟草的 西班牙裔青年所面临的沟通环境。目标1将通过混合 在线讨论和面对面的焦点小组。在线讨论是一种创新技术， 获得15-21奥尔兹西班牙裔的多样化样本，以检查关键的亚组差异。面对面聚焦 小组将在四个西班牙裔人数最多的美国MSA举行。面对面的焦点小组允许 我们将更加关注在线讨论中确定的关键主题。焦点小组将使用 创新的技术，以获取想法，意见和动机，可能很难为参与者， 清晰地表达，并将产生对这一人群烟草使用的深刻理解。目标2将进行一次 针对西班牙裔的烟草营销内容分析。我们将使用内容分析的数据， 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在Campaign的合作伙伴一起传播给利益相关者。 无烟草儿童（CTFK）我们将开发一个在线工具包，利益相关者可以按需访问， 网络研讨会，以提供更有针对性的教育，并将与CTFK合作，将我们的研究结果整合到他们的 培训。最终，该项目将产生新颖，深入的信息，以支持沟通的努力， 更有效地与西班牙裔青年和年轻人讨论烟草问题，并限制烟草营销 瞄准年轻人。

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.