Social branding to decrease smoking among young adults in bars

P.M. Ling, Y.O. Lee, J. Hong, T.B. Neilands, J.W. Jordan and S.A. Glantz

American Journal of Public Health, 2014, vol. 104, issue 4, 751-760

Abstract: Objectives. We evaluated a Social Branding antitobacco intervention for "hipster" young adults that was implemented between 2008 and 2011 in San Diego, California. Methods. We conducted repeated cross-sectional surveys of random samples of young adults going to bars at baseline and over a 3-year follow-up. We used multinomial logistic regression to evaluate changes in daily smoking, nondaily smoking, and binge drinking, controlling for demographic characteristics, alcohol use, advertising receptivity, trend sensitivity, and tobacco-related attitudes. Results. During the intervention, current (past 30 day) smoking decreased from 57% (baseline) to 48% (at follow-up 3; P = .002), and daily smoking decreased from 22% to 15% (P > .001). There were significant interactions between hipster affiliation and alcohol use on smoking. Among hipster binge drinkers, the odds of daily smoking (odds ratio [OR] = 0.44; 95% confidence interval [CI] = 0.30, 0.63) and nondaily smoking (OR = 0.57; 95% CI = 0.42, 0.77) decreased significantly at follow-up 3. Binge drinking also decreased significantly at follow-up 3 (OR = 0.64; 95% CI = 0.53, 0.78). Conclusions. Social Branding campaigns are a promising strategy to decrease smoking in young adult bar patrons.

Keywords: adolescent; adult; article; attitude to health; cross-sectional study; female; health promotion; human; male; methodology; psychological aspect; smoking; United States; young adult, Adolescent; Adult; Attitude to Health; California; Cross-Sectional Studies; Female; Health Promotion; Humans; Male; Smoking; Young Adult (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2013.301666_9

DOI: 10.2105/AJPH.2013.301666

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