This project develops novel bar and nightclub interventions to address tobacco use disparities In 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, and has a long history of campaigns targeting minority and other vulnerable populations. We hypothesize that successfully competing with industry promotion in social venues will prevent transitions to regular tobacco use among young adults, and promote early cessation efforts, preventing both long term morbidity and mortality from smoking. Preliminary data: We evaluated a social marketing intervention for young adult Hipsters (a trendsetter community focused on the alternative music scene) in San Diego utilizing industry market segmentation strategies to define the target audience and directly countering tobacco industry lifestyle marketing. We found a significant 14% reduction in current smoking in the target community with a larger reduction (22%) among opinion leaders. We now propose to apply the intervention strategy to address tobacco use disparities in minority communities in the San Francisco/Bay Area. Study Design: (1) market segmentation study of young adults socializing in San Francisco/Bay Area to describe the number and size of bar subcultures, their demographic profile including racial/ethnic diversity, and smoking behavior (2) pilot test the feasibility and acceptability of novel social marketing interventions developed for specific subcultures with the greatest potential to impact tobacco disparities. We will utilize quantitative repeated cross sectional surveys and qualitative interviews, focus groups and observations. Cessation by age 30 avoids nearly all the long term health consequences of smoking. The results of this research will improve efforts to eliminate tobacco disparities in young adults and to develop novel targeted message strategies for public health campaigns and for clinical patient counseling.

Public Health Relevance

Young adults (age 18-25) have the highest smoking prevalence of any age group, and disparities in tobacco use persist. Few cessation programs address light smoking patterns common among young adults and minorities. This research will develop novel interventions to address tobacco disparities by countering aggressive tobacco marketing to diverse young adults in social settings and promoting early cessation.

Agency
National Institute of Health (NIH)
Institute
National Institute on Minority Health and Health Disparities (NIMHD)
Type
Comprehensive Center (P60)
Project #
5P60MD006902-03
Application #
8625198
Study Section
Special Emphasis Panel (ZMD1-RN)
Project Start
Project End
Budget Start
2014-03-01
Budget End
2015-02-28
Support Year
3
Fiscal Year
2014
Total Cost
$158,853
Indirect Cost
$55,719
Name
University of California San Francisco
Department
Type
DUNS #
094878337
City
San Francisco
State
CA
Country
United States
Zip Code
94143
Zaitlen, Noah; Huntsman, Scott; Hu, Donglei et al. (2017) The Effects of Migration and Assortative Mating on Admixture Linkage Disequilibrium. Genetics 205:375-383
Mangurian, Christina; Niu, Grace C; Schillinger, Dean et al. (2017) Utilization of the Behavior Change Wheel framework to develop a model to improve cardiometabolic screening for people with severe mental illness. Implement Sci 12:134
Sarkar, Urmimala; Lyles, Courtney; Steinman, Michael et al. (2017) Changes in Medication Use After Dementia Diagnosis in an Observational Cohort of Individuals with Diabetes Mellitus. J Am Geriatr Soc 65:77-82
McGarry, Meghan E; Neuhaus, John M; Nielson, Dennis W et al. (2017) Pulmonary function disparities exist and persist in Hispanic patients with cystic fibrosis: A longitudinal analysis. Pediatr Pulmonol 52:1550-1557
Ling, Pamela M; Holmes, Louisa M; Jordan, Jeffrey W et al. (2017) Bars, Nightclubs, and Cancer Prevention: New Approaches to Reduce Young Adult Cigarette Smoking. Am J Prev Med 53:S78-S85
Sherenian, M G; Cho, S H; Levin, A et al. (2017) PAI-1 gain-of-function genotype, factors increasing PAI-1 levels, and airway obstruction: The GALA II Cohort. Clin Exp Allergy 47:1150-1158
Chen, Wei; Wang, Ting; Pino-Yanes, Maria et al. (2017) An epigenome-wide association study of total serum IgE in Hispanic children. J Allergy Clin Immunol 140:571-577
Yan, Qi; Brehm, John; Pino-Yanes, Maria et al. (2017) A meta-analysis of genome-wide association studies of asthma in Puerto Ricans. Eur Respir J 49:
Carballo-Diéguez, Alex; Giguere, Rebecca; Dolezal, Curtis et al. (2017) Preference of Oral Tenofovir Disoproxil Fumarate/Emtricitabine Versus Rectal Tenofovir Reduced-Glycerin 1% Gel Regimens for HIV Prevention Among Cisgender Men and Transgender Women Who Engage in Receptive Anal Intercourse with Men. AIDS Behav 21:3336-3345
Thakur, Neeta; Barcelo, Nicolas E; Borrell, Luisa N et al. (2017) Perceived Discrimination Associated With Asthma and Related Outcomes in Minority Youth: The GALA II and SAGE II Studies. Chest 151:804-812

Showing the most recent 10 out of 88 publications