Reactions to targeted tobacco control messaging: Transgender and gender diverse young adult perspectives

Hinds, Josephine T.; Chow, Sherman; Loukas, Alexandra; Perry, Cheryl L.

doi:10.1016/j.drugalcdep.2020.108440

Cited by 17 publications

(8 citation statements)

References 19 publications

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“…But the focus in several of the ads on physical appearance and bar/club culture was viewed negatively by some, and as reflecting a perceived focus on cisgender gay males. 32 This Free Life aimed to appeal broadly to LGBT young adults; our results suggest that it was largely successful in this regard, but future targeted campaigns may need to balance the desire for broad appeal with the significant diversity of the LGBT population.…”

Section: Discussionmentioning

confidence: 77%

“…Evaluation findings from early in the campaign found similar patterns for awareness and receptivity among gender minorities. 19 In a recent qualitative study with transgender and gender diverse young adults, Hinds et al 32 found that overall perceptions of This Free Life were positive, with participants noting that the combination of visible transgender representation and positive tone was affirming. But the focus in several of the ads on physical appearance and bar/club culture was viewed negatively by some, and as reflecting a perceived focus on cisgender gay males.…”

Section: Discussionmentioning

confidence: 99%

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Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Crankshaw

Gaber

Guillory³

et al. 2021

Nicotine &Amp; Tobacco Research

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Introduction This Free Life was the first multi-market, primarily digital campaign designed to change tobacco-related beliefs among lesbian, gay, bisexual, and transgender (LGBT) young adults. Our evaluation sought to determine whether campaign exposure resulted in changes in tobacco-related beliefs. We summarize awareness and receptivity at the conclusion of the campaign and assess the effect of campaign exposure on tobacco-related beliefs in campaign treatment markets compared with control markets. Methods Twenty-four U.S. designated market areas were selected to receive the campaign or serve as control markets. A baseline survey was conducted in 2016, with six follow-up surveys conducted approximately 6 months apart over the course of the 3-year campaign. 12,324 LGBT young adult survey participants were recruited via intercept interviews and social media. Campaign effects on outcomes were estimated using difference-in-difference panel regression models, with p-values corrected for multiple comparisons. Results Brand and ad awareness peaked in treatment markets approximately 2.5 years into the 3-year campaign and were significantly higher in treatment than control markets. Brand equity and ad receptivity were generally high and similar across LGBT subgroups. There were small but significant campaign effects on five tobacco-related beliefs, with difference-in-difference estimates ranging from 1.9–5.6 percentage points. Conclusions This Free Life, the first multi-market tobacco public education campaign for LGBT young adults, reached and resonated with a large and diverse population, and had a small effect on beliefs involving social aspects of smoking. These findings should inform future communication efforts aimed at reducing tobacco use among LGBT young adults. Implications Modest overall campaign effects suggest that further research on effective campaign messaging and delivery to LGBT young adults is needed. Campaign messaging style, delivery channels, and targeted outcomes likely contributed to these findings. Health communication efforts for LGBT young adults should consider the limitations of digital media in achieving sufficient exposure. Ad style and content optimized for a digital environment is an area that will benefit from further development.

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Section: Discussionmentioning

confidence: 77%

Section: Discussionmentioning

confidence: 99%

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Crankshaw

Gaber

Guillory³

et al. 2021

Nicotine &Amp; Tobacco Research

View full text Add to dashboard Cite

show abstract

“…One successful example of targeted messaging is The Real Cost national campaign, aimed at preventing youth from initiating smoking [ 45 , 46 , 75 ]. However, we are unaware of any existing messaging for many of the minoritized groups examined in this study, with a few exceptions [ 76 , 77 , 78 ]. Thus, future research should explore optimal ways to communicate to these groups about a low nicotine product standard for cigarettes and the tobacco continuum of harm.…”

Section: Discussionmentioning

confidence: 99%

Risk Perceptions of Low Nicotine Cigarettes and Alternative Nicotine Products across Priority Smoking Populations

Denlinger-Apte

Pacek

Ross

et al. 2021

IJERPH

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Background: As the U.S. Food and Drug Administration considers a low nicotine product standard for cigarettes, it is important to examine how people who smoke, especially individuals from priority populations disproportionately affected by smoking, perceive low nicotine content (LNC) cigarettes and their relative risk perceptions of alternative nicotine delivery system (ANDS) products, including e-cigarettes and snus, and medicinal nicotine. Methods: Data are from Wave 4 (2016–2017) of the adult Population Assessment of Tobacco Use and Health (PATH) Study. We examined respondents’ absolute risk perceptions about nicotine, LNC cigarettes, ANDS products and medicinal nicotine; their relative risk perceptions of LNC cigarettes and ANDS products compared to conventional cigarettes; and their relative risk perceptions of medicinal nicotine compared to ANDS products. Results: The majority of respondents across priority smoking populations indicated snus, e-cigarettes, and LNC cigarettes were ‘about the same’ level of harmfulness or addictiveness as conventional cigarettes. The majority of respondents indicated e-cigarettes to be ‘about the same’ harmfulness as medicinal nicotine. Conclusions: Our study indicates that adults who smoke cigarettes generally have misperceptions about the harms of nicotine and the relative risks of ANDS products and such misperceptions exist regardless of their racial/ethnic identity, sexual orientation, and gender identity.

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“…Finally, an important takeaway was the emphasis participants placed on campaigns needing to account for the broader context of smokers’ lives, e.g., tobacco use as a response to structural harms, particularly for people holding multiple marginalized identities [ 42 ]. In this way, participants’ perspectives resonated with the broader literature emphasizing harm reduction frames as a compassionate response to understanding the structural drivers of tobacco use for many LGBTQ + people [ 4 , 14 , 43 , 44 ]. Opportunity #2: Improving supports for community organizations as they assess, adapt, and pilot campaigns …”

Section: Discussionmentioning

confidence: 98%

“We’re always an afterthought”- Designing tobacco control campaigns for dissemination with and to LGBTQ +—serving community organizations: a thematic analysis

Ramanadhan

Salvia

Hanby

et al. 2023

Cancer Causes Control

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Purpose Evidence-based health communication campaigns can support tobacco control and address tobacco-related inequities among lesbian, gay, bisexual, transgender, and queer (LGBTQ +) populations. Community organizations focused on LGBTQ + health (e.g., nonprofits, community centers, and community health centers) can be prime channels for delivering evidence-based health communication campaigns. However, it is unclear how to balance the goals of a) designing campaigns to support broad adoption/uptake and b) adaptation addressing the needs of diverse communities and contexts. As part of an effort to support “designing for dissemination,” we explored the key challenges and opportunities staff and leaders of LGBTQ + -serving community organizations encounter when adopting or adapting evidence-based health communication campaigns. Methods A team of researchers and advisory committee members conducted this study, many of whom have lived, research, and/or practice experience with LGBTQ + health. We interviewed 22 staff members and leaders of community organizations serving LGBTQ + populations in the US in early 2021. We used a team-based, reflexive thematic analysis approach. Results The findings highlight the challenges of attempting to use health communication campaigns misaligned with the assets and needs of organizations and community members. The three major themes identified were as follows: (1) available evidence-based health communication campaigns typically do not sufficiently center LGBTQ + communities, (2) negotiation regarding campaign utilization places additional burden on practitioners who have to act as “gatekeepers,” and (3) processes of using health communication campaigns often conflict with organizational efforts to engage community members in adoption and adaptation activities. Conclusions We offer a set of considerations to support collaborative design and dissemination of health communication campaigns to organizations serving LGBTQ + communities: (1) develop campaigns with and for LGBTQ + populations, (2) attend to the broader structural forces impacting campaign recipients, (3) support in-house testing and adaptations, and (4) increase access to granular data for community organizations.

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Reactions to targeted tobacco control messaging: Transgender and gender diverse young adult perspectives

Cited by 17 publications

References 19 publications

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Final Evaluation Findings for This Free Life, a 3-Year, Multi-Market Tobacco Public Education Campaign for Gender and Sexual Minority Young Adults in the United States

Risk Perceptions of Low Nicotine Cigarettes and Alternative Nicotine Products across Priority Smoking Populations

“We’re always an afterthought”- Designing tobacco control campaigns for dissemination with and to LGBTQ +—serving community organizations: a thematic analysis

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