Study Results
The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.
Basic Information
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COMPLETED
NA
17422 participants
INTERVENTIONAL
2012-09-30
2017-07-02
Brief Summary
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Detailed Description
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Conditions
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Keywords
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Study Design
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NON_RANDOMIZED
PARALLEL
PREVENTION
NONE
Study Groups
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Anti-smoking social marketing campaign
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.
Anti-smoking social marketing campaign
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.
Control
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.
No interventions assigned to this group
Interventions
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Anti-smoking social marketing campaign
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.
Eligibility Criteria
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Inclusion Criteria
* 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
* 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.
18 Years
26 Years
ALL
Yes
Sponsors
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National Cancer Institute (NCI)
NIH
University of California, San Francisco
OTHER
Responsible Party
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Principal Investigators
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Pamela M Ling, MD, MPH
Role: PRINCIPAL_INVESTIGATOR
University of California, San Francisco
Locations
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University of California, San Francisco
San Francisco, California, United States
Countries
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References
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Ling PM, Glantz SA. Using tobacco-industry marketing research to design more effective tobacco-control campaigns. JAMA. 2002 Jun 12;287(22):2983-9. doi: 10.1001/jama.287.22.2983.
Ling PM, Lisha NE, Neilands TB, Jordan JW. Join the Commune: A Controlled Study of Social Branding Influencers to Decrease Smoking Among Young Adult Hipsters. Am J Health Promot. 2020 Sep;34(7):754-761. doi: 10.1177/0890117120904917. Epub 2020 Feb 20.
Lisha NE, Jordan JW, Ling PM. Peer crowd affiliation as a segmentation tool for young adult tobacco use. Tob Control. 2016 Oct;25(Suppl 1):i83-i89. doi: 10.1136/tobaccocontrol-2016-053086.
Other Identifiers
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