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The 13th World Conference on Tobacco OR Health

Building capacity for a tobacco-free world

July 12-15, 2006, Washington, DC, USA



Thursday, July 13, 2006 - 12:00 PM
13-36

Social Norming for Tobacco Control Among U.S. Soldiers

Brad A. Taft, MS, RN, United States Army, 5158 Blackhawk Road, Aberdeen Proving Ground, MD 21010-5403

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 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. Selected

results: 1. Most AIT students at Aberdeen agree that people who smoke cigarettes even occasionally are addicted to nicotine. 2. Most AIT students at Aberdeen agree that people who use smokeless tobacco even occasionally are addicted to nicotine. 3. Most AIT students at Aberdeen would rather socialize in a smoke free environment 4. Over half of the AIT students at Aberdeen believe that Soldiers' smoking habits have caused a major problem at AIT. 5. Most AIT students at Aberdeen would rather date a non-smoker.

**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.