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Bar Interventions to Decrease Young Adult and LGBT Smoking

Institution: University of California, San Francisco
Investigator(s): Pamela Ling, M.D., M.P.H.
Award Cycle: 2009 (Cycle 18) Grant #: 18XT-0150 Award: $244,596
Subject Area: Tobacco-Use Prevention and Cessation
Award Type: Exploratory/Developmental Award
Abstracts

Initial Award Abstract
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 transitions to regular smoking among young adults, preventing both long term morbidity and mortality from smoking.

In our previous research, we identified a high risk young adult subculture in San Diego and found a smoking prevalence of 50% in the “Hipster” community, 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. We now propose to extend this intervention for 1 year and to evaluate its longer term effects. This research will also test the feasibility of replicating and evaluating the social branding intervention strategy in the underserved Lesbian/Gay/Bisexual/Transgender (LGBT) population in three additional cities.

This research addresses TRDRP’s research priority to address smoking in California’s diverse populations, including both young adults and LGBT priority populations. The young adult population is particularly important because 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.
Publications

Impact of alcohol use and bar attendance on smoking and quit attempts among_x000D_ young adult bar patrons
Periodical: American Journal of Public Health Index Medicus:
Authors: Jiang, N. Ling PM. ART
Yr: Vol: Nbr: Abs: Pg: