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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
13-365

Reaching Out-of-College Young Adults with Branding

Malcolm Ahlo, BS, Chronic Disease Prevention and Health Promotion, Clark County Health District, 400 Shadow Lane Suite 101, Las Vegas, NV 89130 and Jeffrey Jordan, BS, Rescue Social Change Group, 121 Broadway Suite 242, San Diego, CA 92101.

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.



Web Page: www.urbanfuel.org/