Countering Young Adult Tobacco Marketing in Bars
The goal of the study is to implement and evaluate interventions to decrease smoking among young adults attending bars and nightclubs. It is believed that the proportion of young adult current smokers during and after the intervention will be significantly less than the proportion of young adult smokers before the intervention in each of the study cities.
|Study Design:||Allocation: Non-Randomized
Intervention Model: Parallel Assignment
Masking: Open Label
Primary Purpose: Prevention
|Official Title:||Countering Young Adult Tobacco Marketing in Bars|
- Self-Reported Tobacco Smoking in past 30 days [ Time Frame: Between baseline and follow-up at 1,2, & 3 years post-baseline ] [ Designated as safety issue: No ]The main outcome measure for this analysis will be the proportion of current smoking, defined as self-reported smoking on one or more of the past 30 days.
|Study Start Date:||September 2012|
|Estimated Study Completion Date:||May 2015|
|Estimated Primary Completion Date:||May 2015 (Final data collection date for primary outcome measure)|
Experimental: Anti-smoking social marketing campaign
In prior research, a high risk subpopulation of young adults was identified in San Diego, CA: the "hipster" subculture. 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 extend this intervention to three other cities (tailoring the intervention to a high-risk subpopulation of young adults in each city) and evaluate it in a multicenter quasi-experimental controlled trial.
Behavioral: Anti-smoking social marketing campaign
We will utilize industry market research tools to define the target audience (segment of community with high smoking prevalence and high social influence) and directly counter tobacco industry lifestyle marketing strategies through local promotion of a smokefree brand and branded bar and club events.
No Intervention: Control
Survey research data will be collected in control cities with the same schedule as data collection in the cities where the intervention is taking place.
|Contact: Sarah Olson, BAfirstname.lastname@example.org|
|United States, California|
|University of California, San Francisco||Recruiting|
|San Francisco, California, United States, 94530|
|Principal Investigator: Pamela M Ling, MD, MPH|
|Principal Investigator:||Pamela M Ling, MD, MPH||University of California, San Francisco|