||5U01CA154240-02 Interpret this number
||University Of California San Francisco
||Countering Young Adult Tobacco Marketing in Bars
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.
Secondhand smoke exposure and smoking behavior among young adult bar patrons.
Kalkhoran S, Neilands TB, Ling PM
Am J Public Health, 2013 Nov;103(11), p. 2048-55.
2013 Sep 12.
Using Peer Crowds to Segment Black Youth for Smoking Intervention.
Lee YO, Jordan JW, Djakaria M, Ling PM
Health Promot Pract, 2013 Apr 29;null, p. null.
2013 Apr 29.
Impact of alcohol use and bar attendance on smoking and quit attempts among young adult bar patrons.
Jiang N, Ling PM
Am J Public Health, 2013 May;103(5), p. e53-61.
2013 Mar 14.