The Hip Hop peer crowd: An opportunity for intervention to reduce tobacco use among at-risk youth

Walker, Matthew W.; Navarro, Mario A.; Hoffman, Leah; Wagner, Dana E.; Stalgaitis, Carolyn A.; Jordan, Jeffrey W.

doi:10.1016/j.addbeh.2018.02.014

Cited by 25 publications

(41 citation statements)

References 37 publications

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“…For traditional, mass-reach tobacco public education campaigns, high campaign awareness and positive receptivity to ads in the first year of a campaign are early indicators of success,23 25–27 30 35 but benchmarks are unavailable for primarily digital campaigns like This Free Life . This evaluation will therefore be important in contributing to a larger body of knowledge in the establishment of benchmarks for future digital campaigns targeting peer crowds with higher risk of tobacco use (eg, Jordan et al ,36 Moran et al 14 and Walker et al 37).…”

Section: Discussionmentioning

confidence: 99%

LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign

Guillory¹,

Crankshaw

Farrelly

et al. 2020

Tob Control

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PurposeThis study measures awareness of and receptivity to the Food and Drug Administration’s This Free Life campaign seeking to change tobacco-related attitudes and beliefs among lesbian, gay, bisexual and/or transgender (LGBT) young adults.MethodsParticipants were young adults who self-identify as LGBT. The evaluation uses a treatment-control design. This study includes data from four survey rounds with participants from each round invited to participate in subsequent rounds and new participants invited to account for attrition. Bivariate analyses assess treatment-control differences in campaign awareness by round. We used multivariable logistic regression models with a time×treatment interaction and covariates to assess whether increases in awareness were greater in treatment than control from follow-ups 1 to 4. Descriptive statistics describe perceived effectiveness and models explore covariates of perceived effectiveness.ResultsAt each round, an increasing number of participants in treatment were brand aware (25%–67%) and reported high (16%–34%) and medium (16%–25%) video awareness compared with control (all p<0.001). Regressions revealed interactions in brand and video awareness, wherein the effect of treatment on awareness increased more over time, with significant treatment-control differences in change from follow-up 1 to 4 (all p<0.05). Reactions to all but one ad were positive (one neutral) with mean perceived effectiveness scores from 3.21 to 3.92 (‘neither disagree nor agree’ to ‘agree’ on 5-point scale). Perceived effectiveness differed by LGBT identity (all p<0.05).ConclusionsAt follow-up 4, This Free Life reached most of the campaign audience in treatment markets and has achieved higher awareness in treatment than control markets, at individual survey rounds and over time.

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Section: Discussionmentioning

confidence: 99%

LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign

Guillory¹,

Crankshaw

Farrelly

et al. 2020

Tob Control

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“…Targeted tobacco interventions and messages using peer crowds have been found to be an effective communication strategy [14][15][16][17][18][19][20]. Such strategy has been adopted in media campaigns including the FDA's 'Fresh Empire' campaign targeting multi-cultural 'Hip Hop' urban youth [21], or the Virginia Foundation for Healthy Youth's 'Down and Dirty' campaign targeting 'Country' teens [22] although these programs have not yet been expanded to e-cigarettes.…”

Section: Peer Crowd and Its Effect On Tobacco Use Behaviormentioning

confidence: 99%

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Kim

Olson

Jordan³

et al. 2020

BMC Public Health

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Background: Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowdspeer groups with shared identities and lifestylesto inform tobacco counter-marketing design. Methods: Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five ecigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements. Results: Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd. Conclusion: Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals.

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“…Thus, an effectively targeted intervention to reduce tobacco use needs to identify high-risk target audiences (e.g., Hip Hop, Hipster, and Country peer crowds) and reflect their unique characteristics to enhance perceived relevance of public health campaigns [ 59 , 60 ]. To date, there have been several peer crowd targeted campaigns, including the FDA’s “Fresh Empire” campaign for Hip Hop youth [ 24 ], the “Down and Dirty” campaign for Country youth [ 23 ], the “Commune” campaign for Hipster young adult bar patrons [ 40 ], and the “HAVOC” campaign for Partier young adults [ 31 , 41 ]. However, these campaigns have focused on single product use (combustible cigarettes or smokeless tobacco) and we are not aware of peer crowd targeted campaigns addressing dual use of e-cigarettes and cigarettes among young adults.…”

Section: Discussionmentioning

confidence: 99%

“…Peer crowd affiliation was measured using the I-Base Survey ® [ 20 , 24 ]. Extensive qualitative research on young adults’ lifestyles and values that determined the macro-level peer crowds was conducted as part of the formative research for several young adult tobacco interventions [ 31 , 40 , 41 , 42 ].…”

Section: Methodsmentioning

confidence: 99%

“…Peer crowds are defined as macro-level connections between individuals with similar core values, interests, and lifestyles across geographic areas [ 19 ]. Common peer crowds among US young adults include “Hipster” (value creativity and individuality, prefer indie rock music, and set trends), “Hip Hop” (prefer hip hop music and value strength, honor, and respect), “Country” (prefer country music, engage in outdoor activities, and value tradition, hard work, patriotism, community, and family), “Partier” (prioritize success and go out to bars and nightclubs), “Homebody” or “Mainstream” (prefer a quite night at home and prioritize family, career, and religion), and “Young Professionals” (value their careers and prioritize networking) [ 20 , 21 , 22 , 23 , 24 ].…”

Section: Introductionmentioning

confidence: 99%

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Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study

Nguyen

Holmes

Kim

et al. 2020

IJERPH

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Given the emerging tobacco landscape, dual use of cigarettes and e-cigarettes has increased among young adults, but little is known about its associated factors. Peer crowds, defined as macro-level connections between individuals with similar core values (e.g., “Hip Hop” describing a group that prefers hip hop music and values strength, honor, and respect), are a promising way to understand tobacco use patterns. We examined associations between peer crowds and tobacco use patterns by using data from a cross sectional survey of 1340 young adults in the San Francisco Bay Area in 2014. Outcomes were the past 30-day use of: neither cigarettes nor e-cigarettes; cigarettes but not e-cigarettes; e-cigarettes but not cigarettes; and both cigarettes and e-cigarettes. Peer crowds included Hipster, Hip Hop, Country, Partier, Homebody, and Young Professional. Multinomial regression analysis indicated that peer crowds were significantly associated with different tobacco use patterns. Compared to Young Professionals, Hip Hop and Hipster crowds were more likely to dual use; Hipsters were more likely to use e-cigarettes only, and Country participants were more likely to smoke cigarettes only. These findings suggest that tobacco control campaigns and cessation interventions should be tailored to different young adult peer crowds and address poly-tobacco use.

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The Hip Hop peer crowd: An opportunity for intervention to reduce tobacco use among at-risk youth

Abstract: Representative studies show that Alternative is relatively small compared to other high-risk crowds, such as the Hip Hop peer crowd. The current research underscores the potential utility of interventions tailored to larger at-risk crowds for campaigns like Fresh Empire.

Cited by 25 publications

References 37 publications

LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign

LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study

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