Tools- of Changes

Culturally Tailored Anti-Smoking Messages: A Randomized Trial with U.S. Sexual Minority Young Women

This study evaluated effects of exposure to culturally tailored anti-smoking ads versus control ads. It looked at quitting intentions, cigarette purchase intentions, and tobacco industry perceptions. The ads targeted young adult, cisgender and transgender, sexual minority women (SMW).

The study involved an online randomized controlled experiment with one-month longitudinal follow-up. It randomly assigned participants to receive up to 20 tailored ads containing LGBTQ+ branding versus 20 control ads without. Both conditions used identical anti-smoking statements and photographs.

The researchers collected data in 2021-2022 from 2,214 U.S. SMW ages 18-30. Linear regression models predicted outcomes at 1-month follow-up with the randomized arm. The study adjusted for baseline measures and stratified by smoking status.

Among those who smoked, follow-up intention to quit increased. Intention to purchase cigarettes, marketing receptivity, pro-industry attitudes, and pro-industry beliefs decreased versus baseline in both arms. Follow-up pro-industry beliefs were significantly lower in the tailored arm. Non-smokers showed decreased marketing receptivity. They also had lower pro-industry attitudes and beliefs. Follow-up outcomes did not differ significantly between arms.