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.

National Institute of Health (NIH)
National Cancer Institute (NCI)
Research Project--Cooperative Agreements (U01)
Project #
Application #
Study Section
Special Emphasis Panel (ZCA1-SRLB-Y (O1))
Program Officer
Grant, Yvonne F
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University of California San Francisco
Internal Medicine/Medicine
Schools of Medicine
San Francisco
United States
Zip Code
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
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
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
McDonald, Emily Anne; Popova, Lucy; Ling, Pamela M (2016) Traversing the triangulum: the intersection of tobacco, legalised marijuana and electronic vaporisers in Denver, Colorado. Tob Control 25:i96-i102
Lisha, Nadra E; Neilands, Torsten B; Jordan, Jeffrey W et al. (2016) The Social Prioritization Index and Tobacco Use Among Young Adult Bar Patrons. Health Educ Behav 43:641-647
Guillory, Jamie; Lisha, Nadra; Lee, Youn Ok et al. (2016) Phantom smoking among young adult bar patrons. Tob Control :
Holmes, Louisa M; Ling, Pamela M (2016) Workplace secondhand smoke exposure: a lingering hazard for young adults in California. Tob Control :
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
Jiang, Nan; Cortese, Daniel K; Lewis, M Jane et al. (2016) Booze and butts: A content analysis of the presence of alcohol in tobacco industry's lifestyle magazines. Addict Behav Rep 3:14-20
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

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