Countering Young Adult Tobacco Marketing in Bars

说明(由申请人提供)：该项目旨在通过制定干预措施，阻止烟草行业向年轻人(18-25岁)销售烟草，从而预防与烟草有关的疾病。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，尽管从实验到经常吸烟和上瘾的过渡往往发生在青年时期。烟草行业在针对年轻人的复杂市场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努力的一个更重要的重点，这些努力往往强调在不受这些限制的“成人专用”场所(酒吧、夜总会和赌场)举办活动。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，防止长期吸烟和因吸烟而死亡。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中的一个高危亚群：“潮人”亚文化，一个专注于另类音乐界、当地艺术家和设计师以及折衷自我表达的群体。我们开发了一项为期一年的社会品牌干预试点，以减少这一群体的吸烟，利用社交活动和社会领袖来促进强有力的不吸烟生活方式。干预的理论基础是利用行业市场研究工具来确定目标受众，并直接对抗烟草行业的生活方式营销战略。我们现在提议利用另外三个国家的合同来延长这一干预措施，并在一项多中心准实验对照试验中对其进行评估。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个对照社区在基线、干预中和干预后去酒吧和夜总会的人群。主要结果是自我报告的过去30天的吸烟率。在30岁前戒烟几乎可以避免吸烟带来的所有长期健康后果。这项研究的结果将改进年轻人定向信息的方法，既用于公共卫生活动，也用于临床患者咨询，以阻止从实验到成为已成瘾的吸烟者的转变。

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.