The 13th World Conference on Tobacco OR Health

Objective:

- To learn cost effective and successful tobacco prevention strategies that reach out of college young adult (OCYA) populations in any culture using tested branding practices.

Recently increasing/new YA smokers motivated CCHD to develop a strategy to reach YAs. Research identified bars and nightclubs and the behavior of social smoking as a key motivator of new OCYA smokers. Club and bar promotions by the tobacco industry in any country can be directly challenged using branding.

Methods:

The Urban Fuel (UF) campaign was launched in 2003 to reach YA in environments away from colleges. Using an environmental approach, UF has partnered with nightclubs to change the tobacco-filled environment YA are being exposed to. By promoting a smokefree night-lifestyle, YA are changing behaviors and attitudes while at any nighttime establishment. The strategy, however, does not simply provide smokefree nightclubs. UF is presented as a lifestyle brand, embodying the identity of YAs, proven to in commercial marketing to motivate long-term behavior.

Results:

Without legislative support, UF has created an environment where nighttime establishments are requesting the presence of the smokefree groups. To date, the following attitudinal research has been collected from YA: (Sept-03) {Nov-04} Prefer to date a non-smoker (67.27%) {79.64%} Prefer to party in a smokefree environment (54.70%) {74.33%} Smoking at a club/bar does not matter (20.55%) {13.66%}

Additional attitude and new behavioral date will be available in Feb-06. In addition, the National Association of City and County Health Officials named UF a PROMISING PRACTICE.