245842 Targeting trendsetters to reduce smoking among young adults in bars

Monday, October 31, 2011: 12:50 PM

Pamela Ling, MD, MPH , Division of General Internal Medicine, University of California, San Francisco, San Francisco, CA
Jeff Jordan, MA , Rescue Social Change Group, San Diego, CA
Torsten B. Neilands, PhD , Center for AIDS Prevention Studies, University of California, San Francisco, San Francisco, CA
Stanton A. Glantz, PhD , Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA
Significance: Young adults (age 18-25) have disproportionately high smoking rates. Commercial market segmentation strategies can be used to identify and reach high risk subgroups for interventions. Objective: Evaluate the effects of a psychographically targeted social marketing intervention on smoking behavior among young adult trendsetters in San Diego Methods: Time location sampling and repeated cross-sectional surveys of 1000 young adults attending bars in San Diego CA at baseline and 3 years follow up. Trendsetters were members of a single socio-cultural group with social concern scores in the highest quartile. Results: Compared to baseline, a significant decrease in current (past 30 day) smoking was observed in the total sample attending Hipster bars from 55.9% to 47.9% at the 32-month follow up (p=0.003, OR=0.71 95% CI [0.57, 0.89]). Among those who identified most strongly as hipsters, we observed a significant decrease in smoking from 60.8% at baseline to 50.0% at 32 months (p=0.001, OR=0.62 95% CI [0.47, 0.82]). Among the hipsters with highest levels of social concern, we observed a 22% decrease in smoking from 77.4% to 60.3% at 32 months (p=0.006, OR=0.42 [0.23, 0.78]). Both campaign exposure and decreases in smoking prevalence were largest among the highly socially concerned hipsters. We also observed an unexpected significant decrease in past month binge drinking from 78.5% to 65.2% at 32 months (p<0.001, OR=0.51 [0.40, 0.66]) compared to baseline). Discussion: This intervention effectively reached high risk young adults in bars. Smoking decreased significantly, with the greatest reductions among those most at risk.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Public health or related research
Social and behavioral sciences

Learning Objectives:
Describe the design and execution of a social marketing intervention targeted to a high risk segment of the young adult population attending bars in San Diego Evaluate the effects of the campaign on the smoking behavior of the target audience

Keywords: Tobacco Control, Community Health Programs

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: am qualified to present because I oversee tobacco prevention programs in 10 states, five of which target young adults, who are the focus of this presentation.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
Rescue Social Change Group Executive Employment (includes retainer)

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.