Social branding to decrease smoking among young adults in bars

Am J Public Health. 2014 Apr;104(4):751-60. doi: 10.2105/AJPH.2013.301666. Epub 2014 Feb 13.

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.

Publication types

  • Research Support, N.I.H., Extramural
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adolescent
  • Adult
  • Attitude to Health
  • California / epidemiology
  • Cross-Sectional Studies
  • Female
  • Health Promotion / methods*
  • Humans
  • Male
  • Smoking / epidemiology
  • Smoking / psychology
  • Smoking Prevention*
  • Young Adult