title: Wreaking "havoc" on smoking: social branding to reach young adult "partiers" in Oklahoma.
abstract: BACKGROUND
  More than 25% of young adult Oklahomans smoked cigarettes in 2012. Tobacco marketing campaigns target young adults in social environments like bars/nightclubs. Social Branding interventions are designed to compete directly with this marketing.
  
  
  OBJECTIVE
  To evaluate an intervention to reduce smoking among young adult "Partiers" in Oklahoma. The Partier peer crowd was described as follows: attendance at large nightclubs, fashion consciousness, valuing physical attractiveness, and achieving social status by exuding an image of confidence and financial success.
  
  
  METHODS
  Repeated cross-sectional study with three time points.
  
  
  METHODS
  Randomized time location survey samples of young adult Partier bar and club patrons in Oklahoma City (Time 1 [2010], n=1,383; Time 2 [2011], n=1,292; and Time 3 [2012], n=1,198). Data were analyzed in 2013.
  
  
  METHODS
  The "HAVOC" Social Branding intervention was designed to associate a smoke-free lifestyle with Partiers' values, and included events at popular clubs, brand ambassador peer leaders who transmit the anti-tobacco message, social media, and tailored anti-tobacco messaging.
  
  
  METHODS
  Daily and nondaily smoking rates, and binge drinking rates (secondary).
  
  
  RESULTS
  Overall, smoking rates did not change (44.1% at Time 1, 45.0% at Time 2, and 47.4% at Time 3; p=0.17), but there was a significant interaction between intervention duration and brand recall. Partiers reporting intervention recall had lower odds of daily smoking (OR=0.30 [0.10, 0.95]) and no difference in nondaily smoking, whereas Partiers who did not recall the intervention had increased odds of smoking (daily AOR=1.74 [1.04, 2.89]; nondaily AOR=1.97 [1.35, 2.87]). Among non-Partiers, those who recalled HAVOC reported no difference in smoking, and those who did not recall HAVOC reported significantly increased odds of smoking (daily AOR=1.53 [1.02, 2.31]; nondaily AOR=1.72 [1.26, 2.36]). Binge drinking rates were significantly lower (AOR=0.73 [0.59, 0.89]) overall.
  
  
  CONCLUSIONS
  HAVOC has the potential to affect smoking behavior among Oklahoma Partiers without increasing binge drinking.
authors.affiliation: Center for Tobacco Control Research and Education.
authors.forename: Amanda
authors.initials: A
authors.lastname: Fallin
authors.affiliation: Center for AIDS Prevention Studies.
authors.forename: Torsten B
authors.initials: TB
authors.lastname: Neilands
authors.affiliation: Rescue Social Change Group, San Diego, California.
authors.forename: Jeffrey W
authors.initials: JW
authors.lastname: Jordan
authors.affiliation: Division of General Internal Medicine, Department of Medicine, University of California San Francisco, San Francisco.
authors.forename: Juliette S
authors.initials: JS
authors.lastname: Hong
authors.affiliation: Center for Tobacco Control Research and Education; Division of General Internal Medicine, Department of Medicine, University of California San Francisco, San Francisco. Electronic address: pling@medicine.ucsf.edu.
authors.forename: Pamela M
authors.initials: PM
authors.lastname: Ling
mesh_terms: D000293:Adolescent; D000328:Adult; D063425:Binge Drinking / Q000453:epidemiology*; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods*; D009825:Oklahoma / Q000453:epidemiology; D010379:Peer Group; D012907:Smoking / Q000453:epidemiology / Q000523:psychology; D000074606:Smoking Prevention; D013997:Time Factors; D055815:Young Adult