UICC World Cancer Congress 2006

Objective: To use social norming methods to identify and correct misperceptions about tobacco use among newly enlisted U.S. Army personnel.

Methods: A three phase tobacco control intervention focused on Army personnel in Advanced Individual Training (AIT) at Aberdeen Proving Ground was developed. : 1) Baseline: Collect data on the perceptions of and use of tobacco products. 2.) Intervention: Develop and implement a tobacco counter-marketing campaign focusing on identified misperceptions. 3) Outcomes will be surveyed to determine the effectiveness of the counter-marketing campaign in changing misperceptions and decreasing the use of tobacco products.

Results: Baseline data identified that individuals actually thought about aspects of tobacco use behavior. 1. Most agree that people who smoke cigarettes even occasionally are addicted to nicotine. 2. Most agree that people who use smokeless tobacco are addicted. 3. Most AIT students would rather socialize in a smoke free environment. 4. Over half believe that Soldiers' smoking habits have caused a major problem at AIT. 5. Most AIT students would rather date a non-smoker. A counter-marketing campaign is under development.

Human subjects participated in this study after giving their free and informed voluntary consent. The Walter Reed Army Medical Center Human Use Committee reviewed the human subjects protocol. Investigators followed the provisions of Army Regulation 70-25.

The views expressed herein are the views of the authors and do not reflect the official policy of the Department of the Army, the Department of Defense, or the U.S. Government.