Countering Young Adult Tobacco Marketing in Bars

Study Overview
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Brief Summary
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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.

Official Title
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Countering Young Adult Tobacco Marketing in Bars

Conditions
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Smoking Cessation

Intervention / Treatment
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* Behavioral: Anti-smoking social marketing campaign


Participation Criteria
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Eligibility Criteria
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Inclusion Criteria: Participants are healthy volunteers 18-26 years old currently living in San Diego, Portland, Albuquerque, Oklahoma, San Francisco/Bay Area, Nashville, Tucson, or Los Angeles who attend bars or nightclubs Able to read, speak, and understand English NOTE: PARTICIPANTS CAN ONLY TAKE PART IN THE STUDY BY ENCOUNTERING STUDY SURVEY TEAMS OUT AT BARS OR NIGHTCLUBS IN ONE OF THE STUDY CITIES LISTED ABOVE. PARTICIPANTS CANNOT SIGN UP FOR THE STUDY BY CALLING OR EMAILING. Exclusion Criteria: Out of age range (18-26 years old) Not living in San Diego, Portland, Albuquerque, Oklahoma, San Francisco/Bay Area, Nashville, Tucson, Los Angeles or New York City, or currently attending college outside of the target cities. Unable to read, speak, or understand English. Unwillingness or inability to participate or give informed consent.

Ages Eligible for Study
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Minimum Age: 18 Years
Maximum Age: 26 Years

Sexes Eligible for Study
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All

Accepts Healthy Volunteers
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Accepts Healthy Volunteers

Study Plan
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How is the study designed?
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Design Details

Primary Purpose: Prevention
Allocation: Non-Randomized
Intervention Model: Parallel Assignment
Masking: None (Open Label)


Arms and Interventions

| Participant Group/Arm | Intervention/Treatment |
| --- | --- |
| Experimental: Anti-smoking social marketing campaign<br>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<br>* 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.<br>|
| No Intervention: Control<br>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. | |

What is the study measuring?
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Primary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| Self-Reported Tobacco Smoking in past 30 days | 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. | Between baseline and follow-up at 1,2, & 3 years post-baseline | 

 Terms related to the study
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Keywords Provided by Centre Hospitalier Valida
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Smoking, Smoking Cessation, Tobacco Use Cessation, Social Networks, Social Control, Informal