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.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project--Cooperative Agreements (U01)
Project #
1U01CA154240-01
Application #
8016747
Study Section
Special Emphasis Panel (ZCA1-SRLB-Y (O1))
Program Officer
Grant, Yvonne F
Project Start
2011-08-04
Project End
2016-07-31
Budget Start
2011-08-04
Budget End
2012-07-31
Support Year
1
Fiscal Year
2011
Total Cost
$1,023,400
Indirect Cost
Name
University of California San Francisco
Department
Internal Medicine/Medicine
Type
Schools of Medicine
DUNS #
094878337
City
San Francisco
State
CA
Country
United States
Zip Code
94143
Popova, Lucy; McDonald, Emily Anne; Sidhu, Sohrab et al. (2017) Perceived harms and benefits of tobacco, marijuana, and electronic vaporizers among young adults in Colorado: implications for health education and research. Addiction 112:1821-1829
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
Guillory, Jamie; Lisha, Nadra; Lee, Youn Ok et al. (2017) Phantom smoking among young adult bar patrons. Tob Control 26:153-157
Fallin-Bennett, Amanda; Lisha, Nadra E; Ling, Pamela M (2017) Other Tobacco Product Use Among Sexual Minority Young Adult Bar Patrons. Am J Prev Med 53:327-334
Holmes, Louisa M; Ling, Pamela M (2017) Workplace secondhand smoke exposure: a lingering hazard for young adults in California. Tob Control 26:e79-e84
Thrul, Johannes; Lisha, Nadra E; Ling, Pamela M (2016) Tobacco Marketing Receptivity and Other Tobacco Product Use Among Young Adult Bar Patrons. J Adolesc Health 59:642-647
Holmes, Louisa M; Popova, Lucy; Ling, Pamela M (2016) State of transition: Marijuana use among young adults in the San Francisco Bay Area. Prev Med 90:11-6
Wang, Julie B; Ramo, Danielle E; Lisha, Nadra E et al. (2016) Medical marijuana legalization and cigarette and marijuana co-use in adolescents and adults. Drug Alcohol Depend 166:32-8
Kalkhoran, Sara; Lisha, Nadra E; Neilands, Torsten B et al. (2016) Evaluation of Bar and Nightclub Intervention to Decrease Young Adult Smoking in New Mexico. J Adolesc Health 59:222-9
Lisha, Nadra E; Jordan, Jeffrey W; Ling, Pamela M (2016) Peer crowd affiliation as a segmentation tool for young adult tobacco use. Tob Control 25:i83-i89

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