Send to

Choose Destination
Am J Public Health. 2014 Apr;104(4):751-60. doi: 10.2105/AJPH.2013.301666. Epub 2014 Feb 13.

Social branding to decrease smoking among young adults in bars.

Author information

Pamela M. Ling, Youn Ok Lee, and Stanton A. Glantz are with Center for Tobacco Control Research and Education, University of California San Francisco. Juliette Hong is with the Division of General Internal Medicine, Department of Medicine, University of California San Francisco. Torsten B. Neilands is with the Center for AIDS Prevention Studies, University of California San Francisco. Jeffrey W. Jordan is with the Rescue Social Change Group, San Diego, CA.



We evaluated a Social Branding antitobacco intervention for "hipster" young adults that was implemented between 2008 and 2011 in San Diego, California.


We conducted repeated cross-sectional surveys of random samples of young adults going to bars at baseline and over a 3-year follow-up. We used multinomial logistic regression to evaluate changes in daily smoking, nondaily smoking, and binge drinking, controlling for demographic characteristics, alcohol use, advertising receptivity, trend sensitivity, and tobacco-related attitudes.


During the intervention, current (past 30 day) smoking decreased from 57% (baseline) to 48% (at follow-up 3; P = .002), and daily smoking decreased from 22% to 15% (P < .001). There were significant interactions between hipster affiliation and alcohol use on smoking. Among hipster binge drinkers, the odds of daily smoking (odds ratio [OR] = 0.44; 95% confidence interval [CI] = 0.30, 0.63) and nondaily smoking (OR = 0.57; 95% CI = 0.42, 0.77) decreased significantly at follow-up 3. Binge drinking also decreased significantly at follow-up 3 (OR = 0.64; 95% CI = 0.53, 0.78).


Social Branding campaigns are a promising strategy to decrease smoking in young adult bar patrons.

[Indexed for MEDLINE]
Free PMC Article

Supplemental Content

Loading ...
Support Center