• Journal Article

Social branding to decrease smoking among young adults in bars

Citation

Ling, P. M., Lee, Y., Hong, J., Neilands, T. B., Jordan, J. W., & Glantz, S. A. (2014). Social branding to decrease smoking among young adults in bars. American Journal of Public Health, 104(4), 751-760. DOI: 10.2105/AJPH.2013.301666

Abstract

Objectives. We evaluated a Social Branding antitobacco intervention for “hipster” young adults that was implemented between 2008 and 2011 in San Diego, California.<br><br>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.<br><br>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).<br><br>Conclusions. Social Branding campaigns are a promising strategy to decrease smoking in young adult bar patrons.<br>