“It’s Not Too Aggressive”: Key Features of Social Branding Anti-tobacco Interventions for High-risk
Saturday, June 19, 2021
Posted by: Natalia Gromov
Toledo
G, McQuoid J, Ling PM.
“It’s Not Too Aggressive”:
Key Features of Social Branding Anti-tobacco Interventions for High-risk Young
Adults.
Health Promotion Practice. 2021;22(3):423-432. doi:10.1177/1524839920910372
Purpose.
Peer crowd–targeted campaigns are a novel approach to engage high-risk young
adults in tobacco use prevention and cessation. We elicited the perspectives of
young adult key informants to understand how and why two social branding
interventions were effective: (1) “COMMUNE,” designed for “Hipsters” as a
movement of artists and musicians against Big Tobacco, and (2) “HAVOC,”
designed for “Partiers” as an exclusive, smoke-free clubbing experience.
Design.
Qualitative study (27 semistructured qualitative phone interviews).
Setting.
Intervention events held in bars in multiple U.S. cities. Participants:
Twenty-seven key informants involved in COMMUNE or HAVOC as organizers (e.g.,
musicians, event coordinators) or event attendees.
Measures.
We conducted semistructured, in-depth interviews. Participants described
intervention events and features that worked or did not work well.
Analysis.
We used an inductive-deductive approach to thematically code interview
transcripts, integrating concepts from intervention design literature and
emergent themes.
Results.
Participants emphasized the importance of fun, interactive, social environments
that encouraged a sense of belonging. Anti-tobacco messaging was subtle and
nonjudgmental and resonated with their interests, values, and aesthetics. Young
adults who represented the intervention were admired and influential among
peers, and intervention promotional materials encouraged brand recognition and
social status.
Conclusion.
Anti-tobacco interventions for high-risk young adults should encourage fun
experiences; resonate with their interests, values, and aesthetics; and use
subtle, nonjudgmental messaging.
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