Advancing Communication Science to Reduce Disparities in Young Adult Cigar Use

摘要：项目1 目前，近900万美国成年人吸烟，导致多种癌症，包括口腔癌，食道癌， 喉癌和肺癌。在过去的二十年里，虽然卷烟消费量下降了48%，但雪茄 消费量增加了115%，主要是由于小雪茄和小雪茄（LCC）的使用增加。LCC费率为 在18-29岁的年轻人（YA）中最高，在黑人YA中的患病率不成比例地高。 宣传运动在减少吸烟方面发挥了强有力的作用，但没有全国性的运动。 还没有把重点放在雪茄或LCC的使用上。在通信科学中，减少LCC的研究很少 使用，特别是在社交媒体上，YA花费大量时间。需要进行研究， 最有可能减少LCC使用的主题;改变对口味，伤害和成瘾的不正确信念是否 有效的方法;以及如何增加对数字信息的关注和参与。这些进步 如果采用内容共同创作的方法，包括让黑人参与进来， 以及开发过程中的其他YA。该项目的目标是推进通信科学， 运动，以减少YA LCC的使用，特别是在黑人YAs。这与《联合国气候变化框架公约》 建立有效管制和宣传烟草制品的科学的综合主题 不成比例地被优先人群使用，包括雪茄。项目1的目标1潜在发展 有影响力的理论驱动的沟通主题，以减少YA LCC用户之间的LCC使用。该团队将 确定一套关于LCC使用的综合信念，并使用全国调查来确定哪些信念 关于LCC使用的信息，最有希望制定活动信息，然后与YA LCC用户一起审查 焦点小组Aim 2测试数字广告设计功能和消息传递，以识别那些最大化 关注和参与YA LCC用户。研究团队将与设计专业人士合作， 为消息创建类似Instagram的LCC广告，并通过设计功能增强它们，以提高关注度 和参与。然后，这些广告将与焦点小组一起进行优化，并用于以下方面的眼动跟踪实验： 智能手机，以比较数字LCC消息与不增强的设计功能，在模拟 Instagram环境。目的3进行了一项多周随机对照试验，以确定 具有增强设计特征的数字活动广告在促进戒烟意愿增加方面的有效性 在LCC用户中。试验的参与者将接触到类似Instagram的增强型LCC活动 数字广告或控制广告。研究团队基于以下方面的独特专业知识为该项目做好了最佳准备： 雪茄传播，信息和运动的发展，并减少差距。拟议的研究 响应RFA的沟通和行为领域，并将告知沟通活动， 减少寿命周期成本和其他烟草使用，并推进减少与烟草有关的差距的方法。

ABSTRACT: PROJECT 1 Almost 9 million US adults currently smoke cigars, which cause multiple cancers, including oral, esophageal, laryngeal, and lung cancer. Over the last two decades, while cigarette consumption declined 48%, cigar consumption increased 115%, mostly due to increased use of little cigars and cigarillos (LCCs). LCC rates are highest in young adults (YA) ages 18-29, with disproportionately higher prevalence among Black YAs. Communication campaigns have played powerful roles in reducing cigarette use, but no national campaigns have yet focused on cigar or LCC use. There has been little research in communication science to reduce LCC use, especially in social media, where YAs spend substantial time. Research is needed on identifying the themes most likely to reduce LCC use; whether changing incorrect beliefs about flavors, harm, and addiction is an effective approach; and how to increase attention and engagement with digital messages. These advances will help reduce disparities in LCC use if done with a content co-creation approach, including involving Black and other YAs in the development process. This project’s goal is to advance communication science to inform campaigns to decrease YA LCC use, especially among Black YAs. This aligns with the UNC TCORS integrative theme of building the science for effective regulation of and communication about tobacco products disproportionately used by priority populations, including cigars. Project 1’s Aim 1 develops potentially impactful theory-driven communication themes for reducing LCC use among YA LCC users. The team will identify a comprehensive set of beliefs about LCC use and use a national survey to determine which beliefs about LCC use are most promising to develop campaign messages that are then vetted with YA LCC user focus groups. Aim 2 tests digital ad design features and messaging to identify those ads that maximize attention and engagement among YA LCC users. The research team will work with design professionals to create Instagram-like LCC ads for the messages and enhance them with design features to increase attention and engagement. These ads will then be refined with focus groups and used in an eye-tracking experiment on smartphones to compare digital LCC messages with and without the enhanced design features in a simulated Instagram environment. Aim 3 conducts a multi-week randomized controlled trial to determine the effectiveness of digital campaign ads with enhanced design features in promoting increased quit intentions among YA LCC users. Participants in the trial will be exposed to Instagram-like enhanced LCC campaign digital ads or control ads. The research team is optimally prepared for this project based on unique expertise in cigar communication, message and campaign development, and reducing disparities. The proposed studies respond to the RFA’s Communication and Behavior domains and will inform communication campaigns to reduce LCC and other tobacco use and advance methods to reduce tobacco-related disparities.