Evaluation of Bar and Nightclub Intervention to Decrease Young Adult Smoking in New Mexico
Sara Kalkhoran1, Nadra E Lisha1, Torsten B Neilands2
1Division of General Internal Medicine, Department of Medicine, University of California San Francisco, San Francisco, California.
Summary
A social branding campaign using the smoke-free brand "HAVOC" reduced daily cigarette smoking among young adult bar patrons in New Mexico. Recall and understanding of the anti-tobacco message were key factors in this decrease.
Area of Science:
- Public Health
- Behavioral Science
- Tobacco Control
Background:
- Young adult smoking remains a significant public health issue, particularly in New Mexico.
- Targeting peer groups and utilizing innovative marketing strategies are crucial for effective tobacco control interventions.
Purpose of the Study:
- To evaluate the impact of a Social Branding intervention on cigarette smoking prevalence among young adult bar patrons.
- To assess the effectiveness of the smoke-free brand "HAVOC" in competing with tobacco marketing.
Main Methods:
- Cross-sectional surveys were conducted with adults aged 18-26 in Albuquerque bars and nightclubs from 2009-2013.
- Randomized time-location sampling and multivariable multinomial regression were used to analyze smoking behavior.
- Data accounted for demographics, risk behaviors, and tobacco-related attitudes.
Main Results:
- Overall current smoking rates decreased from 47.5% to 37.5% during the intervention period.
- Daily smoking significantly decreased among "Partiers" who recalled, liked, and understood the "HAVOC" message.
- Recall of the "HAVOC" brand was associated with lower odds of both daily and nondaily smoking.
Conclusions:
- Social Branding interventions can effectively decrease tobacco use among young adult bar patrons.
- Intervention success, particularly reduced daily smoking, was linked to message recall and comprehension.
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