The 13th World Conference on Tobacco OR Health

Objective:

XPOZ has successfully reached the high-risk urban youth population of Las Vegas, primarily Blacks and Hispanics. With very low cost, these same principles can be used to reach domestic or international populations with related psychographics (like culture, beliefs, attitudes, and self-image). The objective is:

To learn cost effective and successful tobacco prevention strategies that reach high risk populations in any culture using tested segmentation and branding practices.

Methods:

In Las Vegas, NV, the XPOZ anti-tobacco brand has used segmentation and branding strategies for four years to reach urban teenagers. Using a combination of limited media, experiential marketing-based events, web, and street marketing, XPOZ reaches specific populations with targeted messaging. Activities directly compete with similar tobacco industry (TI) activities, like musical events; used by TI internationally to reach youth. An independent research group administered three tobacco use surveys at various schools. In addition, process data was collected at events and online to understand the demographic and psychographic makeup of participants.

Results:

Behavioral data showed a rapid decrease in teen smoking rates, from 33% (1999), to 25% (2001), to 19% (2003) (2005 data - available Jan 06). During this time, no new anti-tobacco legislation or tobacco tax increases were enacted in Clark County. Additionally, process data at events and online showed targeted populations, Black and Hispanic urban youth, decreased smoking rates to as low as 10%, suggesting overall youth smoking decreases were focused in these populations. Branding variables were also measured, showing high levels of awareness and identification.